This is kind of a chicken/egg argument. I'd posit that ND really doesn't need the TV exposure to aid it's brand, but rather gets the TV exposure BECAUSE of its brand. The very fact that they take that brand value and leverage it for the betterment of traditional students (non-athletic scholarship students) makes it very easy to accept whatever bonus they receive from the deal. In reality, Notre Dame would be on the TV every week anyways, as they are one of the only nationwide TV draws in college athletics year in and year out. Instead of using that to their advantage in athletics, they turn it over to the university instead.
I can see your point, however, even if I do disagree with it.