True but there are also issues that are not measurable.
If USC starts going 3-9 consistently in the B1G, their brand value slides dramatically.
Tennessee is classic example right now. Prior to this season, we were 14th/15th or lower in most brand ratings. Some people have us as high as 5 or 6 now and potentially could go higher. When you are winning, you make $$$ and get eyeballs. If you are not winning, you slump.
Also, one thing that has really helped the SEC surpass everyone is the dynamics of population moving south. The area of the country that is forecasted to have the most growth right now is the region that encompasses the historic Big12.
If Big12 had been patient and stayed together with the original 12, they might be getting more attention in near future versus some other leagues due to the rising population trends in their region.