• Loading stock data...
Monday, December 9, 2024
Tune in on Dec. 11 at 1:05 p.m. ET for our last Future of Sports virtual summit of the year – Future of Sports: Marketing! Register Now

NBC’s NFL Kickoff Audience For Bills-Rams Drops 19%

  • Death of Queen Elizabeth II drew viewers to news programming.
  • Bills’ lopsided 31-10 win over Rams didn’t provide much drama.
Kirby Lee-USA TODAY Sports

Big news days and lopsided scores hurt sports TV ratings. Even those of the powerful NFL.

NBC Sports is projecting its coverage of the 2022 Kickoff Game between the Buffalo Bills and Los Angeles Rams averaged 21 million-plus viewers Thursday night across its linear and digital channels. 

That’s down around 19% from 26 million for the Tampa Bay Buccaneers vs. Dallas Cowboys season opener last year. 

Several factors could help explain the slump. 

First, as sports networks learned over the years, big news and controversy takes viewers away from sports.

Josh Allen’s Bills dominated Matthew Stafford and the Super Bowl champion Rams on the same day that 96-year old Queen Elizabeth II of England passed away after a historic 70-year reign. Her death was a global story — and some viewers remained glued to news channels like Fox and CNN.

Second, the Bills convincing 31-10 victory over the Rams didn’t provide much drama in the second half as Stafford turned the ball over and Alllen steamrolled the Rams defense.

“He’s a very special player, he’s a superstar, he can beat you with brains and brawn,” said NBC’s Chris Simms about the Bills’ young QB.

Conversely, the Bucs’s 31-29 win over the Cowboys last year was a thriller, with Tom Brady throwing four TDs in a come-from-behind fourth-quarter victory over Dak Prescott and America’s Team. 

NBC noted Bills-Rams had the largest scoring margin in a Kickoff game since 2013. 

The Peacock network will return to live NFL game coverage on Sept. 11, with Brady’s Bucs again taking on Prescott’s Cowboys on “Sunday Night Football” (8 pm ET).

Linkedin
Whatsapp
Copy Link
Link Copied
Link Copied

What to Read

Amazon Breaks NFL Streaming Record (Again) With ‘TNF’ Ratings

The “Thursday Night Football” game drew 17.29 million viewers.

Jay-Z’s Attorney Calls Sexual Assault Lawsuit a ‘Campaign of Extortion’

The lawsuit was originally filed against Sean Combs in October.
Aaron Rodgers

A Jets–Aaron Rodgers Divorce Could Get Expensive

The Jets could end up with $49 million or more in dead money.
Kyle Shanahan

Kyle Shanahan Dismisses Trade Rumors That Would Put Him in Elite Company

Shanahan said after Sunday’s game he doesn’t want to be traded away.

Featured Today

Nov 2, 2024; Denver, Colorado, USA; Detailed view of a Wilson NBA basketball held by a referee during the second half between the Utah Jazz against the Denver Nuggets at Ball Arena

‘Obvious Weak Point’: Refs Remain an NBA Gambling Concern

A season after Jontay Porter, the biggest risk may not be players.
Nov 2, 2024; Ann Arbor, Michigan, USA; Michigan Wolverines cheerleader runs with a flag before the game against the Oregon Ducks at Michigan Stadium.
opinion
December 7, 2024

College Football’s Billionaire Backer Era Begins

Is this the new normal in CFB recruiting?
LA Galaxy forward Dejan Joveljic (9) celebrates with midfielder Riqui Puig (10) after scoring a goal against Seattle Sounders FC in the second half in the 2024 MLS Cup Western Conference Final match at Dignity Health Sports Park
December 6, 2024

With or Without Messi, Major League Soccer Is Barreling Into the Future

After the Cup final, the league looks to accelerate its growth.
Dec 18, 2022; Lusail, Qatar; FIFA president Gianni Infantino claps during the awards ceremony after the 2022 World Cup final between Argentina and France at Lusail Stadium.
December 2, 2024

FIFA Wants More Matches. Resistance Is Growing Inside the Global Soccer World

Resentment and frustration over expanded schedules is nearing a breaking point.

NHL Winter Classic Shifts to New Year’s Eve Seeking Viewership Boost

The NHL moved its Winter Classic to December for the first time.
December 5, 2024

Netflix Tackles Buffering Woes Just in Time for NFL, WWE Debuts

The streaming giant says it has “learned” from the Paul-Tyson fight.
Randy Moss
December 6, 2024

Randy Moss Taking ‘Extended’ ESPN Leave With Health Issue

Moss had discussed it on Dec. 1 before stepping away.
Sponsored

How UBS Crafts Impactful Partnerships Across Sports, Arts, and Culture

As UBS continues to expand its impressive array of sports and entertainment partnerships, the company solidifies its position as a leader in wealth management.
Sep 28, 2024; Ile Bizard, Quebec, CAN; Max Homa of team U.S.A. putts on the first green during the foursomes (alternate) round of The Presidents Cup golf tournament.
December 5, 2024

The PGA Tour Wants More Players to Become Social Media Stars

YouTube golf is quickly gaining ground on the professional game.
Oct 19, 2024; Fort Lauderdale, Florida, USA; Fifa president Gianni Infantino (left) and Inter Miami CF co-owner Jose Mas (right) celebrate Inter Miami CF post match against the New England Revolution at Chase Stadium.
December 4, 2024

Club World Cup Ends Up on DAZN After Apple Deal Falls Through

DAZN will stream all 63 tournament matches for free starting next June.
December 4, 2024

ESPN Gets Prime Real Estate on Disney+. What’s Included?

Sports content will reach tens of millions of additional streaming subscribers.
December 3, 2024

Lions-Bears Sets Early Thanksgiving TV Record, Still Trails Cowboys

CBS drew an average of 37.4 million viewers for Bears-Lions on Thursday.