Saturday is just how much more publicity there is for making it past the first weekend in the tournament. If you lose by 2 like Wisconsin, I'm sure there are articles, podcasts, etc. aplenty from the regular local outlets, but win by two and advance to the sweet 16 and you're now one of only 16 left playing and 5 days/news cycles to talk about those 16.

BYU, KY, Richie, etc. have all benefited tremendously by getting past WI. Each successive win from here on out will only ratchet it up that much more.

The talk will continue through the off-season. If we beat Alabama, then get by blue blood Duke, or even conference mate Arizona to reach the final 4, BYU and KY will not only be discussed on every college basketball show/article/podcast for the next 10 months, but will be talked about as favorites to win it all in 2026.