I'll grant you that Goodell is a habitual liar.
But up 8% year over year is way down from earlier in the season when I saw numbers of +20% and +17% y/y. Ratings Just in my small circle I know several people who said they didn't watch much last year because 1) watching the games was much less exciting with the fans not there lending energy; 2) it seemed less important given the pandemic, the election, social justice/unrest, and a few other issues; 3) because of the politicization, messaging, kneeling, etc. around the BLM stuff; and/or 4) because it wasn't politicized enough/NFL wasn't doing enough around the BLM stuff.
Given that, plus the fact that 5 teams have shiny new first round QBs, that the spike from a single outlier regular season game (NE/TB) was impactful, and that an absurd number of teams have reasonable playoff hopes, having rebounded to the tune of 8% from being down last year seems pretty reasonable to me. I mean, for several of those reasons (but mostly just life reasons) I know I'm personally watching much more football this year than last. I've probably watched more this year already than all of 2018-2020 combined, but I'm an outlier.
Is that a number that is the best possible spin on the facts? Doubtless. Are they going to make press statements when there is bad ratings news? Probably not. But someone being a habitual liar doesn't mean that most things they say are lies. And claiming that constantly, for whatever thing (especially when they're not lying) just makes people tune you out on the obvious and/or important stuff.