Let me put it this way: TV pay money to show the games, because by doing so they aim to make more money. They do so by pulling in audience - people watching the game. Therefore, the bigger the audience - or indeed, potential audience - for a game, the more valuable the game in the eyes of the broadcaster. Real Madrid has, say, 200m of fans across the globe. What this means is that the potential audience of a game involving real madrid starts at 200m people. This makes games involving real madrid very valuable to broadcasters. By comparison, everton and newcastle combine for, say, 3m fans. This means the potential audience for everton-newcastle starts at 3m people. That makes it significantly less valuable in the eyes of the broadcaster