They are paying more because live tv is worth more in the era where everyone can skip commercials. Even with that, viewership has been dropping as well as attendance.
I will say that 99% of my network and cable TV viewing is live sports. I mean without live sports I have a decade of zero network and cable TV viewership.
Maybe a tiny bit of viewing for eleciton results, like 2 hours every other year. Beyond that I can't remember the last time I watched Fox or NBC or TNT or CBS when it wasn't live sports.