There are several ways to do that:

Alumni Base (can't find any list that goes beyond #10 but I can't imagine Utah has close to the 430k of #10)
Enrollment (#57 according to US News Reports, including 23 non-P2 schools ahead of them)
Market Size (#29)
Play a "Fun" Style of Football (gotta play a wide open offense to be considered "fun")
Win games (admittedly, this just means you get good time slots when you play good teams)

Utah doesn't really hit on the top 4 and #5 is a pretty fickle mistress.