The media have always had a huge thing for North East teams generally, hyping them beyond what you'd expect considering their achievements down the years.
At least part of it is down to the undeniably large support that clubs from the region garner. I don't think people there are particularly any more into football than anywhere else, but it's quite an isolated region with a strong sense of identity (and when I lived there - a good while ago now - quite insular in its outlook), so people tend to support their local clubs; you don't see Man United or Arsenal tops in Newcastle or Sunderland. Newcastle and Sunderland (and to a lesser extend Middlesbrough) are all big, but big in their own back yard.
It does stick in the craw somewhat, especially as football in the Midlands tends to be derided, despite, in my lifetime, Midlands clubs being generally more successful than those from the NE.
One thing the hype and large local support has done, is make NE supporters unreasonable in their expectations. It took blood money for Newcastle to win something, and Sunderland have always bounced around the top three divisions. They might enjoy supporting their clubs more if they paid less attention to the media hype.