They either don't understand or don't care about the impact that their coverage has on the interest of the people.
Obviously, soccer will always draw more viewers, especially now after decades of all the networks feeding the people nothing but soccer.
But even before that soccer was clearly the most popular sport, by basically every measure including TV ratings.
But there was a time when events like the Champions Trophy (Field Hockey), Davis Cup (Tennis) or even certain track & field events (World Championships, ISTAF) were fixtures on TV and generated decent ratings, just not on the level of basically any run of the mill soccer game.
And now the only hope to change this, is to wait for FIFA and UEFA to kill soccer, but as horrible as these institutions are and as much as everybody complains, even they might not be able to pull it off, because it seems in the end, people around the globe (not just in Germany) are willing to swallow all the poison pills when it comes to soccer, and the media coverage (since the mid 90s) helped create this monster.