The main thing though, as you said yourself, is TV market. The Phoenix market is so much bigger than anything Utah can put on the table.
The LA Market is full of pro teams as well. Doesn't hurt USC/UCLA.
UW has the Seahawks, the Mariners, and the Kraken to contend with, but still is far more valuable than most programs out there. That's one of the big reasons why they were still the big dog despite Wazzu's 3 straight Top 10 finishes in the early 2000's.