Lone Star State of Mind: The Cowboys Are Staving Off the NFL's Ratings Declines
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In piecing together the 2017 NFL broadcast schedule, the league’s media partners went all-in on the Dallas Cowboys, signing on Jerry Jones’s charges to appear in 13 national TV windows. At the midway point in the season, it appears that the “Everything’s Bigger” in Texas strategy has gone a long way toward preventing a significant ratings crash.
According to Nielsen live-plus-same day data, the Cowboys are once again TV’s top draw, averaging 22 million viewers and a 12.4 household rating in their first five coast-to-coast broadcasts. Not only has Dallas factored in the season’s highest-rated NFL broadcast — the Cowboys’ lopsided 42-17 loss in Denver on Sept. 17 delivered 26.0 million viewers and a 14.3 HH rating in Fox’s Sunday afternoon window — but the team has managed to put up huge numbers in regional coverage.
The top-rated NFL game in Week 4 was the Los Angeles Rams-Dallas single-header on Fox, which beat out all the games in the national windows with an average draw of 20.1 million viewers and an 11.5 household rating despite airing in only 32 percent of all TV markets.
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