I love the chess match argument every time I hear it. A chess match played by guys who mostly do not have the intelligence to graduate high school if it wasn't for sports bias in the schools. For continuous action I prefer hockey or soccer to table tennis myself.
American football is what it is, a sport with small bursts of action over a long period of time. Along the lines of the other favorite American sport, baseball. This is the kind of sport Americans traditionally enjoy. No reason to apologize for that or rationalize it by trying to relate it to a game that takes a lot of intelligence like chess. It is a mega commercial success in the United States and has been for a long time. Hockey is more popular than American football worldwide, and obviously soccer is by far the most popular sport in the world. But in the US, American football is number one and I think will be for a long time to come. And no study showing how little action there actually is will change that.