All this with only recent success.
What this confirms, particularly with a little longer period of success, is that ISU in the BIG against other large state schools or SEC has a similar valuation as other non-bluuebloods, and likely higher than most realize. The conference brand helps make the program value, as much as the individual program brand makes the conference brand. Southern Miss could quickly pull Miss St numbers if switching conferences.
Of course, networks are trying to segregate. They want to be able to increase the matchup of the teams that pull, so 4 million is the new low mark, and more of the matchups are getting those Ohio St-Oregon numbers.