There was an article in the Wall St Journal a couple of days ago that analyzed various economic metrics to produce a hypothetical value on the free market for every major college football program in the country. Ohio State was #1, no surprise; UCLA was #.... 55, just ahead of Stanford. In the 18-team Big Ten, UCLA was #18, behind even Northwestern and Purdue; UCLA was even five spots behind Cal. Ouch.
To be fair, for the purposes of the analysis, I think not owning our own stadium hurt quite a bit; Miami was #40, for example.
Apologies if the article is behind a paywall.