Networks Set NFL Ratings Records As New Measurements Begin

The impact of Nielsen’s Big Data + Panel audience measurement system is now fully coming forth, as CBS Sports reported record-setting viewership for its Week 1 coverage of the NFL.

The network said late Tuesday that it averaged 20.38 million viewers for its overall coverage of the NFL’s opening Sunday, and 23.89 million viewers in particular for its national-level broadcast of Lions-Packers in the late-afternoon window. Both are the highest Week 1 measures since CBS regained NFL rights in 1998, and the overall figure is a 15% lift from last year. 

The CBS figures are also more straightforward measures to understand the impact of Nielsen’s new measurement. NBC’s kickoff game last week was on a record-setting pace before being hampered by a 65-minute delay. YouTube’s livestream from the NFL’s game in Brazil, meanwhile, had a non-accredited measurement that drew rebukes from other networks.

Big Data + Panel is designed to provide a fuller, more accurate view of viewer behaviors, bringing in tens of millions of additional data points from set-top boxes and smart TVs.

Streaming also continued to have a growing presence for CBS, as NFL games on Paramount generated its most-watched Week 1 ever, with Lions-Packers ranking as the top opening-week game in network history, and Steelers-Jets coming in at No. 2.

Big Fox, NBC Numbers

Fox Sports, meanwhile, had a similarly robust total from its singleheader, early-afternoon Sunday coverage of Week 1. 

The network said it averaged 17.9 million viewers for that window, led in part by a Giants-Commanders game, representing the best Week 1 NFL singleheader figure on any network since 2015.

NBC then said that its Sunday Night Football coverage of the Ravens-Bills thriller averaged 24.7 million viewers, its best Sunday opener in three years.