Surface area
What you are interested in, primarily, is surface area.
Gravel is better than nothing, but not as good as sponge, or ceramic media that have internal pore spaces like sponge or lava type rock does. Some pond filters used gravel long ago, but lighter, easier to clean materials, with more usable pore spaces came along.
Then you also might have to be concerned about the weight that the filter can support -- you wouldn't want anything to crack.
Many of the bio media I've seen ads for also mentioned the ability of the media to self-clean, that is to shed dead bacteria so that the pore space is not totally clogged up.
More often when someone mentions adding gravel to a filter, they are trying to seed the filter with bacteria from the gravel in one tank to a new tank that has no bacteria at all, to jump start the cycle.