Being on TV is the driving force behind media market - you get the contract to be in those huge markets and TV pays out big $$$. Your stadium could be empty but you still get TV money.
Don't judge the Kickoff Classic or any preseason bowl - that's not a contractual TV contract with a conference. The $$$ are in the contract for TV rights of your games. Heck, we can look at our own conference and say - does Duke, Wake draw in the stadiums, no. Although when you put a great product on the field you draw A WHOLE LOT MORE. Tech doesn't even draw if the product is poor.
This is all abour TV revenues and contracts and those media markets pay big money! Your product can stink - you'll still get the money.