It is a predictable market.
While sports media rights value have been soaring, it has been so mainly for the P2 conferences. And seems centered around football.
The market seems to clamor for the bigger brand football match ups and if your program is lucky enough to be a historic coat tail rider of those bigger brands, you got lucky.
Maybe, someday, basketball regular season will be the draw that regular season football is and valued at near the same level...but not in the near future.
Duke/UNC matches are always one of the most watched regular season basketball games...is that valued ? The programs think that they're sweet, but the bees don't know it. Just follow the bees to find out where the honey is.