Good question. I suspect that the gain in coverage of areas that were not int he rated market did not offset the costs, land usage, etc
I was with an AM that did not have to be directional but did so to improve coverage.
Radio 10 had 100,000 watts on 710 from a location just NW of central Buenos Aires, Argentina. In the central zone of the city which was filled with apartments and high density construction, the signal could be a bit noisy in places. So a tuned 1/4 wave tower was put on the far NW corner of the property to reflect power towards downtown, giving an ERP in the major lobe of about 160,000 watts.
What we lost was coverage of parts of Paraguay, which (in so many ways) is useless but we gained good downtown coverage and a much better signal on the Atlantic coast to the Southeast where "everyone" goes on the weekends.