It's funny how people are portrayed. I heard them talk during the game about how Dungy does not get enough recognition, citing the fact that he was 'quiet' as a reason for that. The comparison used was BB. Yes, BB gets lots of recognition and is often talked about - that's going to happen when your team wins three super bowls. But gimme' a break, BB has less to say than Dungy; in fact, it's one of the things the media complains about!
Regardless, when they compared the recognition of the two, the insinuation left in the viewers mind was that BB is self-promoting while Dungy is not. While the commentator was simply trying to commend Dungy on another playoff appearance, and tried to say he deserves as much credit as BB (a whole 'nother subject), he somewhat subliminaly dissed BB. I'm sure it wasn't a previously thought out plan of attack, but it did show his (Collinsworth?) bias.
The bigger effect though is the subtle effect on everyone watching the game: Dungy is quiet and humbe, BB is a loud mouthed egotist; Dungy is under rated, BB is over rated; etc. It's the continuous subtle little jabs such as this that are why the rest of the country loves Dungy and the Colts, and hate the Pats and BB.