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I don't buy it. The on field product is why the ratings have dipped. Games are too long, penalties, injuries, etc is what's wrong with the NFL. Maybe some people are turned off by the "look at me" personalities, and maybe some are turned off by the kneeling protests but I can't imagine those people being a majority. Plus, the NY Post is a crap newspaper/site/media outlet.
Of all the reasons ratings are dropping (and there are plenty) this is pretty low on the list.
And I wish people would stop pointing to streaming/cord cutting as the immediate response. Other sports ratings have remained relatively stable (or even increased) through peak cord cutting and the NFL was *growing* year to year until just now, where a heavy retraction occurred. That isn't solely the result of people getting rid of cable packages or streaming games, Certainly it may play some role, but if you actually pay attention to what people are saying they're tuning out for more tangible reasons (games too long, bad officiating, bad on-field product, oversaturation, etc.) The NFL has a problem. I know true believers don't want to acknowledge it, but it does.
Games are boring unless it's your team playing.
The average game contains 20 commercial breaks, with about 100 ads. I think penalties are up around 14 per game as well - and then add challenges and replays. It's mind numbing.
I can just watch my fantasy app and see the highlights later.