The troubles facing the NFL over the past season - such as national anthem protests, injuries and declining TV ratings - have not deterred advertising demand for NBC's February 4 telecast of Super Bowl LII.
"When you are covering a live event, you are covering what's happening", NBC Sports EP Fred Gaudelli told reporters at the Television Critics Association on Tuesday. He projected a $900-million take in ad revenue, which he said would be a record for a Winter Olympics.
NBC is airing the Winter Olympics beginning less than a week after the Super Bowl and about one-third of total advertising revenue from both events will come from advertisers who have bought spots during both events.
Trump kindled a feud with the NFL and players who kneel during the National Anthem at a rally in September, when he called for players to be fired if they disrespected the flag.
So what if such protests - namely kneeling - were to surface at the Super Bowl?
"So if there are players that choose to kneel, they will be shown live". The event last year, which was broadcast by 21st Century Fox, drew 111.3 million viewers, slightly down from the 111.9 million a year earlier.
The Super Bowl traditionally ranks as the year's most-watched event on US television. National Football League ratings dropped 9.7% to roughly 14.9 million viewers per contest during the 2017 season - an even steeper decline than the year before, when ratings fell 8%, according to Nielsen.
Yet, this is also a very different year than most for the National Anthem, largely because of players kneeling in protest of police brutality. He said the average price was "north of $5 million" for a 30-second ad, in line with pricing in recent years.
"All we've seen is enthusiasm", he said.