There is no such thing as "presence" and it's a myth that has (thankfully) started dying over the last few years. There are two to three things that matter: brands (teams that have a greater ability to draw in a casual fan), quality of teams (all fans are more likely to watch good matchups), and quality/size of a fan base. Who gives a flying **** if you have Cal or Stanford when people in the Bay Area don't watch or care about those teams?
The Big 10 got Rutgers to get "into the NYC market" but what has that got them? The (dying) cable companies don't care because they realize there were already more Michigan fans in NYC that gave a **** than Rutgers fans. Rutgers still stinks at the sports that care and any matchup with their teams does nothing to move the needle on TV. The Big 10 fans don't care about Rutgers and the casual fan certainly doesn't care. Quite frankly I don't understand why the Big 10 added UCLA over Oregon or Washington. The latter don't have the history but they are better brands and provide better matchups for TV.