Markets mean significantly less in a mid-major league where there isn't a big TV deal. What good does being in a major market do you if you are such a small player in that market that nobody notices you?
Take Loyola and compare them to a school like SDSU. Chicago has almost 3 million in the metro and almost 10 million in the metro. There are less than a million people in the entire gigantic state of South Dakota. Yet I would bet if you polled every Chicagoan and every South Dakotan on who their favorite team was, there would be more people who said they were SDSU fans than Loyola fans. I would bet more people follow SDSU closely than they do Loyola.
That isn't a knock on Loyola. They are in a market with a ton of pro sports teams, minor league teams, and even a number of college teams (some in higher profile leagues). SDSU has significantly less to compete with in South Dakota, it just makes sense. But my point is.....when the pedal meets the road, what does our league REALLY gain by being in bigger markets? A little bit of recruiting inroads.....a nice destination for fans to travel. But without a big TV deal like BTN to try and add cable subscriptions it really isn't a ton.
I think the strength of the league is that the teams are in smaller towns and the people in those towns care about their teams. The "rabidness" of the fan base ebbs and flows as it does for most mid-majors, but overall I think teams like UNI, Illinois State, SIU, etc benefit from not having to compete with other programs directly in their towns.
A team like Creighton, Wichita, Marquette, Villanova......great. They are big-time and have captured the hearts of their town. That is great. But when you are UWM (second behind Marquette in their town.....if you don't even count the overwhelming influence of Wisconsin.....or all the pro teams), or Omaha (second behind Creighton), or Oral Roberts (beind Tulsa.....not to mention OU and OSU) you just don't see that much of a benefit at our level. I'll take a Valpo or a Murray who at least gets support from their own community over a team that is swallowed in a large market. At least that is my opinion.