If you are arguing against the Southern California media market you are wrong and should stop.
Los Angeles ingests things differently - it's not just sheer numbers or "passion for the sport" or TV ratings nonsense. Since the 40s, celebrities (even C and D-listers) have been paid to be at certain places or to wear certain things. Paid simply to do shit they were already going to do. This isn't a new or burgeoning thing in LA. Every single tiktok/yt/ig star gets their ass to LA as soon as possible so that they can monetize their trip get a matcha latte in the morning. No one gives a fuck where in Opelousas Addison Rae goes for lunch but in LA? That shit is a paycheck. You think it was an accident that Charli D'Amelio moved to LA from fucking Connecticut?
That media market is a different animal from ATX and even if you looped in the other Texas markets - it's still different. When USC is good the Trojans players are as big as any current TV star around town.
You can point out Alabama, OU, or Clemson and say that guys just want to win and don't care about the media market and you'd be right - esp for the average college football player - but if you are already a brand (a la Evan Stewart) 4 years at USC will be worth FAR more dollars (esp long term) than 4 years at Alabama. Texas is in a niche below USC but FAR above the rest.
Del Conte, Harris and his staff, and Sarkisian and his staff have all been abject failures to this point with NIL. Made worse by the fact that they had a 2 year head start on everyone and still stumblefucked out of the gate. It's not a good sign for them long term, imo.