According to a recently published study, society has definitely changed its tune on fighting; and it ultimately affects the bottom line.
http://www.cbc.ca/news/canada/calgary/nhl-hockey-fights-affect-attendance-1.3303495
"Fighting leads to more players in the penalty box and can reduce the performance of the team," said Duane Rockerbie, a professor of economics at the University of Lethbridge.
By crunching data from 13 NHL seasons, Rockerbie found that fighting actually reduced attendance and revenue for Canadian clubs.
http://www.cbc.ca/news/canada/calgary/nhl-hockey-fights-affect-attendance-1.3303495