UPDATE: The game ended over 12 hours ago and now the final numbers are in from last night’s NFL season opener
Sports Digital and NFL Digital platforms are added to Thursday’s NFL battle, the 8:28 – 11:05 PM ET game had a Total Audience Delivery of 20.3 million. That’s an 11% drop from last year’s TAD, even with the digital numbers up 55% over 2019 to a non-Super Bowl high. Last night’s game peaked at 22 million viewers early in the 9:15 – 9:30 PM ET period.
There’s the so-called Battle of the GOATS that occurs Sunday on Fox when now Tampa Bay Buccaneer Tom Brady meets up with Drew Brees and the New Orleans Saints in the Louisiana town. And of course, there’s the LA Rams vs the Dallas Cowboys that very evening ontoo in an audience-less stadium in the smoggy City of Angels. Big drama, and big teams, especially the Cowboys, usually equal big numbers for the NFL and the networks.
Now, those numbers for the 8:25-11:30 p.m. ET game will certainly be adjusted upward later, but right now they mark a 16.1% drop over the spectacle of the September 5, 2019 season opener in the advertiser-rich demographic. In an America and an NFL still adjusting to the new normal of live sports in the era of COVID-19, last night’s game also fell 16.1% in total sets of eyeballs from last year’s fast affiliate results.
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