It's the 5th largest TV market, and the numbers say there is a audience for the product even when the team is so so (a 5 share two years ago proves that, a 5 in a U.S. market is top 10 by percentage). St Louis, Detroit, Cincinnati, Pittsburgh, Boston, SF are always good TV markets, KC pulled a crazy 13 share in their market this year which is great.
People don't understand what "small market means either." Tampa, Minnesota, and Cleveland are not small market teams. They are mid size, like Detroit and Seattle.
Large Market: NY, Chicago, Philadelphia, LA, Toronto, DC, SF, Boston
Medium: Atlanta, Detroit, Tampa, Seattle, Minnesota, Cleveland, Houston, Miami, Colorado
Small: Milwaukee, Cincinnati, Kansas City, San Diego, Baltimore, Oakland
Cincinnati might be able to be considered a medium market because of their draw regionally, they actually have a surprising presence in Indiana and elsewhere. Atlanta could be considered smaller than it's TV households because of the general indifference of that fan base to sports. The LA teams, Houston, and Phoenix are all weird fan bases who don't love their TVs, maybe because the weather is nice. Miami fans will show up if the team is REALLY good, but I'd say Arizona fans are much better in general.
But yeah if I'm a Jays fan and I compare the numbers to other cities, I'm asking why they aren't among the top ten salaried teams every single year.