The NFL is becoming more disturbing than appealing, and TV viewers are tuning out

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https://www.washingtonpost.com/sport...b06_story.html

Excerpts:

The NFL is becoming more disturbing than appealing, and TV viewers are tuning out

By Sally Jenkins Columnist October 31

The NFL’s firm grip on the psyche is based in the fact that it’s the most real, live event on live television. Every game is a character-driven story and a high-speed chase in which the action and the stakes of a collision are genuine. But lately the NFL has seemed formulaic and lacking in a certain kind of authenticity. It’s no great mystery as to why the NFL’s ratings have been dropping: Viewers don’t especially like the stories they’re watching.

The numbers are striking. Through seven weeks, ratings were off for every prime-time incarnation of the NFL: “Sunday Night Football” by 19 percent, “Monday Night Football” by 24 percent and the dreaded Thursday night game by 18 percent. A variety of factors may be contributing to this dive, from the election to so-called “fragmentation” of mass media. But none of the explanations make as much sense as the simplest one: The NFL has put less appealing and more disturbing action on the screen, and viewers are turning it off.

Historian Michael Oriard has observed that the great attraction of the league is that it’s “the true reality TV,” in its most vital form. But the NFL is beginning to seem over-managed and over-staged. Constant commercials and interruptions by refs waving their arms do not produce “appointment viewing;” rather, they produce punts, ties and stasis. Look at the standings: A cluster of 18 teams, indistinguishable save for the colors of their shirts, are at .500 or worse and five more at 4-3. In other words, 23 teams are not must-see-TV to anyone but their most fervent fans. The constant advertisements and hail of yellow flags from overly officious officials make a PBS series seem fast-moving, with a clearer story line.

When rookie quarterback Dak Prescott led the Dallas Cowboys over the Philadelphia Eagles with his touchdown pass to Jason Witten in overtime late Sunday night, it was clear how much animation the league has been missing. But even that terrific game, which had high divisional stakes and featured a bright new star, was crushed in the ratings by Game 5 of the World Series between the Chicago Cubs and Cleveland Indians. It’s the first time since 2011 that a World Series game beat “Sunday Night Football.”

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Obviously, viewers are not finding the NFL as meaningful and important as they have in other seasons. Games on Sunday, Monday and Thursday, plus a handful of overseas trips for novelty games in London, have numbed the viewer. Only a handful of contests this past weekend felt like difference-makers, and those were disrupted by flags. One was between the New England Patriots and the Buffalo Bills, which was marred by five penalties in the first 10 minutes. When the Pats led 38-17 in the third quarter, where was the viewer to go? To Jets-Browns? Lions-Texans? Raiders-Buccaneers was close, but that meant suffering through a league-record 23 penalties against the Raiders for 200 yards.

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The NFL ratings malaise is being puzzled over by everyone from media executives to stock analysts, who offer a variety of speculative causes. Everything from fantasy football to Twitter live-streaming to the shorter attention spans and habits of millennials has been cited. But none of these entirely add up. Other sports aren’t suffering precipitous drops; NBA and Major League Baseball ratings have strengthened over the past year.

In looking for a difference, it’s hard to dismiss the coexisting facts that the NFL has ruined the flow of its on-field stories while experiencing a spate of deeply negative stories off the field — most of them self-inflicted and perpetuated, from the Deflategate four-game suspension of Tom Brady, to the spousal abuse case of place kicker Josh Brown. Donald Trump has blamed Colin Kaepernick for dissing the national anthem for the fall in ratings. If that’s a factor, then undoubtedly so are narratives involving concussions and domestic violence.