My experience with BFG - across metric and LT tire sizes, AT/MT tread, C, D and E-load ranges, etc, is that they measure ~1" shorter than advertised...They run 1/2" small on most sizes, which is pretty normal across the industry. They also have a lot of flex in the sidewall and tread to give a proper footprint and aid in maximizing traction. When aired up to 25psi my 33's would measure about 32" tall due to the contact patch flattening out where it contacts the road.
35" advertised = 34" actual
33" = 32"
315/70/17 (34.5" advertised) = 33.5"
This is over at least a half-dozen sets over the past 10 years!