Gameday used to be good. It's become crap since the program's been crap for so long. Urbana-Champaign is OK as far as B1G college towns go. Better than Lafayette, Lincoln or E. Lansing. About equal to Iowa City or Rhythmic Slapping Valley. A big step down from Madison, Bloomington or AA.
If I had to rank the Big Ten college towns (leaving out the metro campuses), I'd go:
Madison (#1, and it's not even close)
AA
Bloomington
Rhythmic Slapping Valley
Urbana-Champaign
Iowa City
East Lansing
Lincoln
West Lafayette (last, and it's not even close)