I wonder how much the markets matter versus big brands. No one in the New York market is watching Rutgers and the premiere games aren't on BTN, they're on ESPN or ABC. It seems like the wiser move now would be to bring in the best brands for the best matchups each week. Since college has slowly destroyed so many great rivalry games, you need to manufacture that type of weekly excitement with great matchups, or in the words of Tomlin "five-star matchups."
SEC hit a homerun here with Texas and Oklahoma. The Sooners are a perennial contender while Texas is mediocre as a program recently carries a big brand name. Look at the teams at the top of the SEC: Alabama, Georgia, LSU, Florida, Oklahoma, Texas, Auburn, maybe even Tennessee. That's a deep pool of games that will draw viewers.
The Big 10 isn't quite as deep with programs, but still has Ohio State, Michigan, USC, Penn State, Wisconsin, Iowa (if you like 3 yards and a cloud of dust), and maybe Michigan State. USC obviously added to the depth, not so much with UCLA.