People like sports that are relatable – meaning they can wake up one random morning and go do it. Every other sport, such as cricket and table tennis, can easily be played just by waking up and doing it. You can't wake up and do any track event. Throws are too heavy and require equipment, distances are too long, jumps require equipment, and sprints are too long for the average Joe (watch the 40 yard dash videos people submit to NFL.com during the combine).
Even if track had the marketing budget of the NFL, it would still not be popular because it's simply not relatable. Nobody (outside of former top high school athletes) gets the urge to go do some track events while watching a track meet on TV.
Bolt made it relatable because his diet was McNuggets and he was entertaining. Part of playing games is taunting and having fun (think about the things you say when you play board games or video games). Nobody relates to super serious track nerds.