• Loading stock data...
Saturday, August 30, 2025
The biggest names in sports media. All in one room. Get your ticket now!

Survey Says: NFL Thanksgiving Viewership Undercounted

  • NFL, Nielsen reveal holiday slate averaged 44.1 million viewers.
  • Gatherings at home or restaurants factored into increase.
Minnesota Vikings celebrate a Thanksgiving win
Matt Krohn-USA TODAY Sports

The Thanksgiving weekend was more bountiful on TV for the NFL than it initially thought.

According to the NFL and Nielsen, an average of 44.1 million viewers watched NFL games on Turkey Day. That’s 31% higher than the 33.6 million average initially reported.

Why the large gap? Blame it on group viewing. During the biggest holidays, friends and family gather in large groups at home or in bars, restaurants, and dorms to enjoy sports.

Some Thanksgiving revelers visit multiple locations on the same day. Others will watch the early game, eat a big meal with family and friends, then tune in for the late afternoon and prime time games.

The NFL has always suspected these “Super Bowl-like” moments were undercounted by Nielsen. Now Commissioner Roger Goodell and the league’s media partners can point to this new measurement data as proof.

“Quantifying the exact number of people watching NFL games on Thanksgiving presents additional challenges due to the fact that so many people gather in different group settings with family and friends,” said Paul Ballew, the NFL’s chief data and analytics officer, in a statement.

“As was the case with our study around the Super Bowl, we feel this Nielsen custom survey helps provide a more complete picture of the total viewership for this unique day on the NFL calendar.”

Dallas Cowboys quarterback Dak Prescott hugs running back Ezekiel Elliot during NFL game

Fox Sets Record for Most-Watched Regular-Season NFL Game

Cowboys-Giants drew average of 42M viewers on Thanksgiving, topping 1990 record.
November 25, 2022

More from the new NFL-Nielsen joint study:

  • The NFL aired a tripleheader on Thanksgiving Day across CBS Sports, Fox Sports, and NBC Sports. Each game reached an average of more than 20 million additional viewers, according to the survey, boosting the average-minute audience to 44.1 million.
  • Fox’s late afternoon telecast of the Dallas Cowboys’ 28-20 win over the New York Giants was the most-watched regular season game of all time. Fox drew 42 million viewers, breaking the record set by a Giants-San Francisco 49ers “Monday Night Football” on Dec. 3, 1990.
  • CBS’s telecast of the Buffalo Bills’ 28-25 win over the Detroit Lions set an early Thanksgiving window viewing record. NBC’s telecast of the Minnesota Vikings’ 33-26 victory over the New England Patriots drew the second-best Thanksgiving viewership in prime time.
  • This was the same type of custom study used by the NFL and Nielsen to revise the estimated viewing for Super Bowl LVI to 208 million viewers from the initial 110 million.

Linkedin
Whatsapp
Copy Link
Link Copied
Link Copied

What to Read

Cowboys’ Parsons Approach Shows High Cost of Delayed Contracts

Parsons will sign a four-year, $188 million deal with the Packers.

Parsons Trade Reinforces Packers As NFL TV Powerhouse

Betting odds surge for Green Bay after acquiring the star defensive end.

Cowboys Can’t Bank on Mavericks’ Lottery Luck After Parsons Trade

The Mavericks lucked into Cooper Flagg through the 2025 NBA draft lottery.
Jason Kelce
exclusive

YouTube Approached Jason Kelce for Chiefs Game, ESPN Said No

ESPN continues to enforce its policy of not lending talents to streamers.

Featured Today

Ohio State Buckeyes wide receiver Jeremiah Smith (4) celebrates with offensive lineman Donovan Jackson (74) after a touchdown catch against Notre Dame Fighting Irish in the first quarter during the College Football Playoff National Championship at Mercedes-Benz Stadium in Atlanta on January 20, 2025.

The Most Expensive Roster Year in College Football History

The House settlement created revenue-sharing—and a big NIL loophole.
August 26, 2025

‘You’re Going to Get Beat Up’: The Liberty’s All-Male Practice Squad

A select group suits up weekly to take on the defending champs.
August 24, 2025

The Honey Deuce Effect: How Tennis Perfected the Signature Cocktail

Sold every 1.5 seconds, they total more than $12 million in sales.
Dec 21, 2024; Austin, Texas, USA; Texas Longhorns quarterback Arch Manning (16) warms up as the Texas Longhorns prepare to play the Clemson Tigers in the first round of the College Football Playoffs at Darrell K Royal Texas Memorial Stadium.
August 23, 2025

Schools Are Hesitant to Allow PE Into Their Athletic Departments

Regardless of budget, schools don’t believe the risk is worth the reward.

NFL Preseason Sees 17% Jump in TV Ratings, Best Since 2018

Average audiences for the exhibition games increase sharply from last year.
ESPN
August 27, 2025

Disney Sues Sling TV Over $5 Day Passes Granting ESPN Access

Newly introduced short-term subscriptions spark a legal challenge.
Tom Brady
August 27, 2025

NFL Continues to Loosen Tom Brady Restrictions

Brady will be able to attend production meetings–remotely–this season.
Sponsored

Gareth Bale on MLS vs EPL, Retirement & Buying Cardiff City

Gareth Bale shares his post-soccer business playbook.
August 27, 2025

FCC Chair Joins Fox–YouTube TV Fight With Big Game on the Line

The Trump appointee is now involved in another media carriage fight.
Aug 24, 2025; Atlanta, Georgia, USA; Tommy Fleetwood holds the FedExCup Trophy on the 18th green after winning the TOUR Championship golf tournament.
August 26, 2025

PGA Tour TV Ratings: Fleetwood’s Breakthrough Caps Playoff Surge

Sunday’s final round drew nearly 4.5 million viewers on NBC.
August 26, 2025

NFL Sunday Ticket Debuts Monthly Plan—but at a Steep Cost

Previously, fans had to purchase the service for the entire season.
August 21, 2025

Fox Enters Streaming Wars With Leaner, Sports-Heavy Approach

A different strategy marks the arrival of the network’s streaming service.