advertising is a house of cards right now. There's too much competition for eyeballs, and we just got over the crest of the wave of advertising revenue for the NFL
https://www.adweek.com/tv-video/nfls-regular-season-ad-revenue-fell-1-2-as-makegoods-overtook-unit-rate-increases/
Perception always lags reality, it took 10 years for newspapers to fully realize the web was eating their lunch in an unsustainable way. Youtube and Pandora/Spotify/Apple Music have gutted radio advertising demand because nobody listens to OTA radio if they have one of those services.
I'm not saying this gleefully either, but at some point, the next bid for NFL broadcast rights will be less than the previous one.