The thing about big event TV is that it gets people interested in TV ratings who don't typically pay that much attention. For awhile, that kind of irked me. People will lose their lunch about a sporting event dropping by 5% year-to-year, but if only they knew that the vast majority of regular series are down more than that every year!
In the end, though, it may be for the best. Sports and specials really are separate realms compared to series programming, realms that are often much more conducive to live viewing than a scripted series and thus should be judged differently.