I still think the ABC/ESPN numbers need a deeper dive. There is no "over the air" tv anymore. It's either cable or streaming, and either way you get both channels.
I would be curious as to what is airing on ESPN when ABC is showing football, and vice versa. I suspect when ABC is showing college football, ESPN is showing some shitty sporting event. But when ESPN has football, ABC is showing the Bachelor, or equivalent. So assume you are a sports fan, you are watching that college football game. Unless you have a vested issue in whatever college basketball or volleyball game ESPN is showing instead, you aren't watching that. All you are doing is attracting sports fans, and telling them to pick between two very different options. If you don't want to watch sports, you are watching neither. But all sports fans are watching ESPN. If you put that game on ESPN, then ABC suddenly has something to sell people who don't want to watch sports. And ABC generally is showing some popular reality show. They aren't showing DDD re-runs (which I do watch). So those show DO get eyeballs.
It took me 2 seconds to realize the issue with their study, and I promise the Disney execs have done the same, which is why they split them like they have.