Bowl implications for the game. I'm not saying those don't matter overall, but they have a confounding effect when trying to measure the value of a team's brand. Most of the value that is purportedly being attributed to Utah actually belongs to teams that happen to be ranked and to participating in conference games with postseason implications. BYU hasn't as many such games, but that doesn't mean the brand value they bring is less. It just just means you are incorrectly attributing important PAC12 games to a Utah. The truth is, those games would have drawn just as many viewers of any other teams and been playing.

The rebuttals about ability to bring fans to away games are so weak that most people don't even bother to mention them. That single favor is much more highly correlated with a team's influence on TV viewers than any of the ones you mentioned.

If Utah doesn't have an unusually good team, no one gives a yewt about to them. They can't even get their own fans to show up for games. Teams with real brand value have robust fan support even when they were struggling. That's how you see you separate the value that comes merely from being ranked and the corresponding postseason implications, which immediately go away as soon as you start struggling. Examples: Texas, Nebraska, Wisconsin, Florida, Florida St, etc.