They probably think the stat on its own is overrated, same as metres gained. It's one thing to run 30m, kick it 50m (80m gained in 1 play) but it's straight to the opposition who rebound, that's obviously worse than a 40m total play that ends up in a solid attack. On it's own you look at those and see one guy gained 80m and one 40m, on the surface the 80 looks better but dig just a small amount and you'll see it wasn't.Afl coaches rated kicking efficiency the most over rated stat in the game. However given I work in people analytics I want to mention that just because they think it doesn’t mean it’s true..
Kicking efficiency will be the same. If a guy kicks backwards/sidewards to easy targets a lot will have a higher efficiency rate to a guy who takes on the harder passes, but one is clearly more valuable than the other. Also different for a clearance mid, who'll be blasting out of a pack a large % of the time compared to a half back who plays behind the ball with the play ahead of him.
They'll be looking far more in depth to those stats than the TV shows talk about.