In addition, ratings are down because the NFL insistence of appealing to millennials, women, and fantasy football while ostracizing diehard fans.
Millennials are more interested in super bowl commercials or the half time show instead of watching the actual game. When I mentioned women, I mean a category of women. There are plenty of women that fall in the diehard football category. However, there are plenty who see sitting in front of a TV from 10am to 11pm as a complete waste of time. My wife would go crazy if she had to watch football for that long. Also, my wife has two favorite teams, the Saints and the Cowboys. I find it appalling to root for anyone other than the cowboys. Also, she has zero problems going to shop for shoes when the game is on. Fantasy football players don't need to watch the game to play. They just need a feed for scores and stats, all can be achieved via apps on their mobile devices.
Good morning football is the worst thing to happen to football coverage. Every time I hear the intro, my eye twitches and I feel like dry heaving.
Couple the aforementioned with the plethora of penalties, over saturation of the product, the lack of celebrations, and the feeling of outcome manipulation; the ratings will continue to drop until the NFL restore the sense of fairness and starting appealing to the fans that brought them this far.