Even worse than it appears at first glance because last year's numbers were down from 2015.
AND they’re averaging the first three weeks, so likely weeks 1 and 2 brought up the average from week 3. That’ll only last them through this week, so they’ll only be able to massage that number for so long.
Consider, too, the factor that some people tuned in to see what the players did during the pregame ceremonies. Also factor in that a substantial number of former NFL fans will avoid merchandise from NFL sponsors whenever there’s a good alternative.