Well, I take it that the "nutty professor" is actually just nutty.
There IS data on the web, but it doesn't provide the "right answer," does it? I know that the most popular sporting events in the world are, in order:
Olympic Games
World Cup
IAAF Track and Field World Championships
The #1 TV spectator sport in the world appears to be auto racing, which is really Formula 1.
This is a list of most popular sports on TV in the US, with Track and Field well up on the list:
http://www.sportsbusinessdaily.com/Daily/Issues/2011/01/Jan-25/Ratings-and-Research/Harris-Poll.aspx
Track and Field seems to be one of the few sports to not lose TV audience in the last 25 years as football has become more popular. But that is TRACK AND FIELD (which is sprints, hurdles, throws, and jumps to most people) and NOT distance running.
Distance running is probably one of the most popular fitness events in the world, but it is NOT popular as a sport. You can see this in the IAAF de-emphasizing World Cross to every 2 years now, and the lack of 10000s on the track in the Diamond League.
Track and field (Bolt, Lagat, etc.) is still popular with sold-out stadiums in places like Zurich. But nobody much gives a shit about the long distance stuff except the people doing it.