I find boycotts to be pretty useless, especially of free items. Most people are not participants of a rating service & whether they watch or not will have zero effect on the TV ratings. If someone doesn't want to watch the game, that's fine, but if they're not watching, thinking they are a social warrior, they're mistaken.
Just about anything can go too far. I recently spoke to a Californian who said they weren't bathing in order to save water.