criteria, and "home market" is only one of them. It's why UNC is much more valuable than just Chapel Hill. They have Charlotte and G'boro/Winston-Salem (despite Wake) on top of Raleigh.
Home market is a little, but so is amount fans spend on their team. And recent success, which frankly Utah scores well on, is a big factor.
Utah is likely behind UW, Oregon, ASU and maybe Stanford. That's it. Miles ahead of OSU, WSU, CU and Arizona.