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Saints’ win over Cowboys breaks NBC streaming records

A combined 599,000 digital viewership tune into Sunday Night Football clash.

by Steven Impey

Saints’ win over Cowboys breaks NBC streaming records

US broadcaster NBC Sports recorded its highest ever digital audience for a National Football League (NFL) regular-season fixture, securing a total audience delivery (TAD) of 24.7 million for New Orleans Saints’ 12-10 victory over the Dallas Cowboys across all its platforms.

The game’s average digital audience of 599,000 viewers across NBC Sports Digital and NFL digital platforms, recorded by industry analysts Nielsen and Adobe Analytics, represents a 209 per cent increase on last year’s round four fixture between the Pittsburgh Steelers and Baltimore Ravens, which drew 286,000 and marks NBC’s most-streamed Sunday Night Football (SNF) broadcast on record.

In total, an average 519,000 viewers watched the live stream via NBC’s over-the-top (OTT) platform, a 36 per cent jump from 12 months ago, with the addition of another 80,000 from NFL’s digital platforms.

The TV broadcast from Sunday’s game secured an average viewership of 24.1 million, which also marks a record 26th occasion in 29 SNF appearances since 2011 that the Cowboys have drawn more than 20 million viewers to NBC.

Only the New England Patriots and Green Bay Packers have shown a similar influence in attracting viewership, with 17 games apiece surpassing 20 million viewers in the same time slot.

The 24.7 million TAD, represents a 35 per cent increase over the 18.2 million who consumed last year’s week four game and is the most-watched regular-season game on NBC since Cowboys vs Giants on 11th December, 2011 drew 26.7 million.

This season NBC’s Sunday Night Football is averaging 21.4 million viewers across all platforms, the network’s best start for prime time NFL broadcasts through five games since 2016, and up five per cent from the same point last season as it average 20.3 million viewers.