It's not the number of viewers you get, but the amount of revenue you generate.
The last several years, Judge Judy routinely crushes Oprah in the ratings. Yet, Oprah is a billionaire, many times over, and Judge Judy isn't. Why is that? Because advertisers will pay MUCh more for a viewer of Oprah's program than they will for a viewer of Judge Judy's program.
Not true, Oprah's rich syndication deals started 20 years ago. Judge Judy got her big deal just 2 years ago. It is richer than Oprah's. Give her time. Remember that Rush Limbaugh will likely be a billionaire within the next 5 years based upon his current contract. It takes time.