Sports Media
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NBC’s Sunday Night Football last night became the decade’s only prime-time series to average 20+ million viewers for 100 different broadcasts – standing far above all other prime-time shows.

The Minnesota Vikings’ down-to-the-wire 28-24 victory over the Dallas Cowboys last night averaged a Total Audience Delivery (TAD) of 23.5 million viewers across NBC TV, NBC Sports Digital, and NFL Digital platforms – ranking as the best Week 10 game in NBC Sunday Night Football history and registering a 15% increase over last year’s Week 10 game (20.5 million for Cowboys-Eagles), according to fast national data released by Nielsen, and digital data from Adobe Analytics.

Vikings-Cowboys marked Sunday Night Football’s 100th broadcast with at least 20 million viewers since the decade began, significantly more than the second-place series, American Idol (69), which aired multiple times per week.

Vikings-Cowboys averaged 23.0 million TV viewers on NBC, marking an NFL-high 30th time (in 34 appearances) since 2010 that the Cowboys played in an NBC SNF game which delivered at least 20 million TV viewers. The Vikings moved into the top 10 last night, with their seventh such SNF game in that stretch.

NBC’s Sunday Night Football is averaging 20.8 million viewers across all platforms this season – the best start for the series through Week 10 (11 games) since 2015, and up 5% from the same point last season (19.8 million viewers).

The Average Minute Audience (AMA) for Sunday night’s live stream via NBC Sports Digital and NFL Digital platforms was 530,000 viewers – up 58% vs. last year’s Week 10 SNF game (336,000 for Cowboys-Eagles), and the third-most consumed SNF regular-season authenticated game on record. NBC Sports Digital’s AMA of 500,000 viewers for SNF through Week 10 is up 41% from the same point last season (354,000 viewers), and its best ever through 10 weeks.