From the end of August to the end of September, the favorable ratings for the NFL have dropped from 57 percent to 44 percent, and it has the highest unfavorable rating – 40 percent – of any big sport, according to the Winston Group survey provided exclusively to Secrets.

Worse for football, which was already seeing lower TV ratings and empty stadium seats, the month of protests and complaints about them from President Trump drove core fans, men 34-54, away, the most significant indicator that NFL brass aren't in touch with their base.

The Winston Poll from the Washington-based Winston Group found that the attitude of those fans went from an August rating of 73 percent favorable and 19 percent unfavorable to 42 percent favorable and 47 percent unfavorable, a remarkable turn against the sport.

According to the poll analysis, "more critically for the NFL, the fall off in favorables occurred among important audiences. Among males, NFL favorables fell 23 percent, going from 68 percent to 45 percent. In looking at a more specific audience, males 34-54, NFL favorables fell 31 percent, going from 73 percent to 42 percent. Among this group the NFL has a surprising negative image, as it went from +54 percent in August to -5 percent in September."