From what I understand, advertising rates in the USA are far higher than they are in Canada. Also, a condensed audience is often preferred as it's easier to target specific demographics (this is how I understand it, I'm not a marketing person). Longer term deals also may lose the network money in the short term while making them a lot at the back end, unless they're structured like the Phillies deal is. Finally, audience I believe is calculated differently. It's very hard to find specific information on this.
I think it's safe to assume that Rogers is getting WAY more benefit from it than they're awarding to the Jays, but honestly as long as we're given a reasonable payroll to work with (and we now have been), I'm okay with that.