Well, the answer is, as much as the consumer by and large wants.
I don't think the problem is that the media is covering too much football. It's the way in which they cover football that's problematic. I mean, these players and coaches are required to make themselves available to the media, and for their troubles, 90 percent of questions are some inane variation of, "So, how great did that touchdown feel?" or some such bullshit.
Sports journalists, for the most part, have lost any semblance of real insight or analysis, probably partly because the sports media machine is full of fans now instead of journalists. As a non-sports journalist, I fucking wish my subjects were required to talk to me. They're not. So I find other creative and meaningful ways to tell the news (records, secondary sources, etc.). I certainly don't stomp my feet and pout when a city councilman or mayor won't talk to me.
Part of me wishes sports leagues tomorrow would lift their requirements of players and coaches to talk to the media. That might filter out all the bullshitters who don't belong there and leave the real professionals who know what the **** they're doing.