They're in virtually the same market. I would argue that the A's are only considered small market cause they don't put butts in seats. And as I have said before, I think thats due to their "rotating roster". I think the A's are simply misers with their money, and the only reason they are not ridiculed for that is because they have a GM who can work under that condition.
As I have said before, living in the Bay area, you hardly see anyone sporting A's gear, or meet any die hard A's fans that did not witness the A's teams sporting Reggie Jackson (their Bonds, so to speak). Thats the height of their popularity with the fan base. And thats all despite them being so successful in recent years as you pointed out above. There is a reason for that.
On the other hand there are crap loads of Giants fans of all ages, all over the bay area and northern CA. Theres a reason for that too. And its not just Bonds. There have been many player reasons to be a Giants fan since the late 80s. Clark, Williams, Rueter, Schmidt, Kent, Meuller, and now Cain and Lincecum to name a few that have/will stick around. When there are exciting players to follow, and your are pretty sure they'll stick, thats what keeps fans interested. Then you add Bonds and you get a new ball park as well.
Most A's fans I meet are not happy with how they have performed, despite being "successful". While Giants fans are not satisfied, we at least know the Giants aren't afraid to spend money. Whether its spent wrong doesn't always matter if it draws fan's attention and interest.
So while the A's may be successfull win/loss wise, I don't think I would count them completely successful as a franchise in recent years.



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