I live on the East Coast and I don't think he is that big, and here is why:
+I listen to ESPN Radio (I don't watch their TV Network) and unfortunately, many of the journalists still don't give him enough respect, even after what he did today. If they were voting for ROY today, some journalist would still vote for Luck or RGIII. I understand we lost, but everyone was talking about Matt Ryan and how clutch he was. Very little mention about RW overcoming 3 TDs.
+Elevating RW above Luck and RGIII means lots of these "Pundits" were wrong. These people will NEVER accept they were wrong about RW.
+I did browse a few forums of teams that passed on RW in the draft to see if there was some type of remorse about not taking him ... very little mention.
RW marketability outside the Pacific NW will go as far as ESPN and all the bias media will want to carry it. Right now, I don't think they are ready to carry him above "there are lots of promising QBs in the NFL" (signed John Clayton, without even mentioning RW name in an interview tonight, when asked about RW performance in Atlanta).