I'm assuming you're not watching American football. That has become so much 'the game is filler between the ads' that they stop the live game in the stadium (TV timeout) so as not to annoy people being fed ads watching it on TV.
And since we're on the topic...soccer also needs to adopt rugby's rule that only the team captain can talk to the ref and question calls, and respect is required. But, you know...baby steps.
The MLS can do alot to become more popular but it won't ever be what soccer in the rest of the world is because to do that they would have to dethrone American Football which is just never happening.