Miami is probably the strangest of all teams. Every team has some mix of regional interest and national interest. I would say Miami is on the far end of CFB teams in terms of ratio of national: regional interest. They don't draw great crowds, and despite finishing unranked something like 11 of the last 15 years they are still a pretty decent TV draw. Oregon is something toward that spectrum too.
Then there are teams like Washington that have very good local appeal, are very well respected locally, but don't seem to have much interest nationally at all.
Some teams it's hard to judge what kind of "brand" the school actually has because we haven't seen enough down or mediocre years to test it. Prior to the last decade Clemson wasn't a national brand. They were a good program that was recognized, but even when they were solid, it took them winning national titles. Michigan hasn't really been nationally relevant on the field for a long time. Even with some bad stretches with Hoke and RichRod, they still draw incredible national interest.
Also, Wisconsin has elevated themselves to be up there in tier 2 with Michigan and Penn State. They get great viewership. It's taken a lot of consistent success, and it helps being in a reasonably high population state without any other FBS programs.