It's an ESPN talking point because they only want to go to LA, NYC and Miami.
Brand matters more than the market. NFL understands this but NBA doesn't. Biggest brands in the NFL are arguably the Boys, Packers and Steelers and only one would be considered "big market."
MLB & NHL don’t market their smaller markets
It’s about the Dodgers, Yankees & Red Sox
NFL gets away with anything strictly due to only being 16 games, once a week.. + fantasy & betting