Countifs and Multiselct Cells

Is it possible to use a Countifs function with multiselect columns? I have a column for Geographic Market where the options are BOS, SF, SD. It seems my formula is only counting the instances where "BOS" occurs by itself not when it occurs in the same cell as "SF" or "SD".

=COUNTIF(Market:Market, "BOS")

What do I need to add to the formula to count instances of BOS that occur in the same cell as another multi select value


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