Yes and no on basketball. Football is king obviously, but the NCAA Tournament is also huge and conferences want as many of their teams as possible playing in it.
So, while USC football was the must get for the B1G, UCLA is a basketball blue blood with a competitive football program. So their basketball program raises the B1G's profile in that sport a good bit while not hurting their football profile.
I agree with you that these media rights deals are more than football.
Although the NCAA keeps the majority of the 'Big Dance' (media) revenue, they're not getting the regular season or conference tournament media revenue.
Not counting national broadcasts, BTN has literally 2 basketball games on every night from December - March.
BTN is in most cable, satellite, and streaming packages. As are the ACC and SEC Networks.
There are arguably 6 basketball bluebloods in Kentucky,
UCLA, UNC,
Kansas, Duke and Indiana.
Teams play 30 basketball games in a regular season, and anywhere from 1 - 5 in their tournaments.
So anywhere from 30 - 35 games before NCAA Tourney play.
The better Big 10 basketball programs are typically Wisconsin, Purdue, Michigan, Michigan St, Illinois, Ohio St, Iowa, Indiana, Maryland.
Not counting OOC games, UCLA against any of those teams is going to get eyeballs.
If Lance Leipold can get Kansas football back to being competitive (bowl eligible) they'll be a no brainer to the Big 10 come 2025.
2021 was Leipold's first season and Kansas got better as the season went along. They got blown out their first 9 weeks, but they beat Texas in week 10, lost to TCU in week 11 (28-31), and lost to WVU in week 12 (28-34).
Kansas is also a great regional fit.
I don't see another Big 12 team going to the Big 10 (Iowa St on the extreme edge), so the question is who from the PAC goes with Kansas in 2025?
I could see Colorado (regional), but Washington would be next on the list if just looking at football total wins. They're 18th.
Outside of WVU (15th), Washington is the next available (for football wins) that aren't already BIG 10, SEC, or ACC.