Tennessee IS a big market. follow the money
http://www2.indystar.com/NCAA_financial_reports/revenue_stat/show_field_rank
Schools ranked by total revenue
1. Ohio State University $89,700,979
2. University of Texas $89,651,682
3. University of Michigan $78,424,186
4. University of Florida $77,742,484
5. University of Wisconsin $75,814,552
6. University of Tennessee $71,295,394
7. University of Georgia $68,787,384
8. Texas A&M University $64,180,453
9. University of Virginia $63,060,540
10. University of Alabama-Tuscaloosa $62,287,192
11. Michigan State University $62,170,147
12. University of Iowa $61,676,257
13. Louisiana State University $60,937,676
14. Florida State University $56,576,933
15. University of Nebraska $55,876,334
16. University of North Carolina $54,838,851
17. University of Kentucky $54,536,426
18. University of Minnesota $53,276,843
19. Purdue University $51,325,446
20. Auburn University $50,923,068