The NFL had a nearly 10 percent decline in television ratings in 2017, which longtime industry observers agree that the ratings decline had very little to do with politics and everything to do with matchups and on-field play

“I never thought [the ratings decline] was a big deal in 2017, and I still don’t think it’s a big deal,” former VP of programming Jay Rosenstein says. “The universe [of viewers] is so large. There might be some who can’t stand watching, but if you’re a Kansas City fan, even if [Patrick] Mahomes takes a knee, you’re still going to watch. It was more of a popular theory than a real factor.” 

The 2017 season was a point between the retirement of Peyton Manning and the emergence of Patrick Mahomes and Lamar Jackson. Blue-chip franchises like the Dallas Cowboys, Chicago Bears, Green Bay Packers, Seattle Seahawks and New York Giants all missed the playoffs.

“At this point, there’s been so much messaging on this issue that if you’re so upset [about social justice messages] that you’d stop watching sports, you’re [already] not watching sports anymore,” said Dr. Jon Lewis, who runs Sports Media Watch.