Watching Pelè's match against Italy, it is highly probable that his average ratings remained unchanged or even increased. So it is quite certain that for "The People" from 1966 to 1978 Pelè was the player with the highest average ratings.
Well, I think he'd need a 9 vs Italy (out of 10) to be level with Moore's 1966 average to be honest. So it could be Pele, could be Moore, could be they were equal (that wouldn't be surprising I guess: maybe Moore more likely than Pele but a 10 for Pele might not be out of the question if they had a hyberbolic reaction to Pele's final game and his key contributions (goals/assists), given 10s aren't such a rarity in English ratings as Italian ones of course. So I'm not sure! But I couldn't say it is definitely, or probably, Bobby Moore above Pele at the end (Pele's average was a little below before that Final like I say though - 8.2 compared to Moore's final 8.3 from 1966).