You must be a newbie to CFB. The Conference stuff goes back further than ESPN stuff. A lot of it is from 1980s and 1990s when SEC teams could not get voted Champions despite putting out great records. Back then, the two best teams didn't play each other in bowl games, it was a mess.
You had 1983 Auburn, 1989 Tennessee, 2004 Auburn, etc. SEC used to get no respect. Tennessee has 0 Heismans and until Saban, Alabama had 0 Heismans despite their rich history (even prior to 2000) and NFL prospects produced.
ESPN, when it started, sucked on the B1G like they have done the SEC the last 10 decades. The running gag is that if Michigan or Notre Dame started 3-0, they would instantly be in the top 5 back then. Oklahoma, Ohio State, Miami, and Southern California were other media darlings.
A lot of that is lost on new fans but it was under that environment when the SEC chant start. 1985 Tennessee was a huge underdog against media darling Miami in 1985 and blew them out 35-7. Similar situation with 1992 Alabama against media darling Miami.
The turning point with the media was the 2006 Florida vs Ohio State National Championship which really started the SEC hype.