Report - published November 26, 2014

Pass The NFL Viewers, With The Turkey, On Thanksgiving

Pass The NFL Viewers, With The Turkey, On Thanksgiving

Key insights from this report:

  1. From 2006 – 2013, the top three most-watched contests and four out of the top five featured Dallas and kicked off at around 4:30pm ET. Three of the top five aired on FOX with the other two airing on CBS. The most-watched Thanksgiving day game since 2006 was between the Saints and Cowboys in 2010. The game, televised on FOX, hauled in 31.9 million total viewers. The defending Super Bowl champion Saints won the exciting contest in Dallas 30-27. Not only was New Orleans the defending champs, but both teams were playoff contenders at the time. Televise the game starting at 4:25 ET, a time accessible for viewers on both coasts, and you'll likely get nice numbers.
  2. In terms of total viewership average, since 2006 CBS eight Thanksgiving Day NFL game telecasts have averaged 25.9 million total viewers and 11.4 million of whom were P 18-49. FOX eight Thanksgiving Day telecasts have averaged 26.6 million total viewers, 11.9 million of whom were P 18-49. NBC's first two Thanksgiving day games, both of which have kicked off in primetime, averaged 20.2 million total viewers on-average, around 8.9 million of whom were P 18-49.
  3. The typical Thanksgiving day game viewer tends to be older and the gender distribution is more even than in other regular season games. Since 2006 four of the top 10 most-watched NFL regular season games (persons 2+) were played on Thanksgiving. Viewership is different among P 18-49. Only one of the P 18-49 demo's top 10 most-watched games since 2006 was played on Thanksgiving. The median age for each of the three Thanksgiving games in 2013 was 48 or over. Before that, the oldest median age for a Thanksgiving day game was 47.2 years of age, hauled in by the Texans and Lions on Thanksgiving 2012. The Pittsburgh/Baltimore primetime game on NBC last year hit 49.3 years of age, oldest of any Thanksgiving day game to-date. Each of last year's Thanksgiving games had an audience composition of between 40% - 42.5% female. This was the first time any single Thanksgiving game had exceeded 39% female viewership, much less three on the same day. Since 2006, nine of the top 10 regular season games in terms of highest percentage of female viewership have been played on Thanksgiving.

Thanksgiving is upon us. It’s a time to get together with friends, loved ones and family to partake in a feast of epic proportions. For many Americans, Thanksgiving also means it’s time to put your feet up and tune into NFL football. FOX and CBS have nationally-televised Thanksgiving day NFL contests for years, while NBC got into the act in 2012. This year, hispanic cable network mun2 is bringing the uniquely American tradition to the homes of Latinos across the country, with the exclusive Spanish-language broadcast of the NFL’s Thanksgiving night game tomorrow between the Seattle Seahawks and the San Francisco 49ers.

Thanksgiving and the National Football League first took a seat at the dinner table together in 1920, the year of the league’s inception. Currently, three NFL games are played every Thanksgiving. The first two are hosted by the Detroit Lions and the Dallas Cowboys; a third game, with no fixed opponents, has been played annually since 2006. From 2006 – 2011, the third game took place on the NFL Network in primetime, but moved over to NBC primetime in 2012.

How have the Thanksgiving games performed in recent years? We’ll start with 2006, the first year that a third game was added to the television slate. Which network has traditionally won the battle to garner the most viewers? The Lions and Cowboys each host a game on this date. The Lions have struggled in recent years, but do they perform worse than their counterparts in Dallas when it comes to turkey day ratings? How do these games perform compared with other nationally-televised games throughout the season? Change in median age and gender skew compared with other contests? After all, it’s a family holiday. Let’s perform a deep dive into NFL turkey day viewing habits, and see who comes out on top.

NFL Thanksgiving Day Game Ratings (2006 – Present)

In tomorrow’s action, the Bears face the Lions on CBS in the “early game” at 12:30pm ET, and the Cowboys host the rival Eagles at 4:25pm ET on FOX. The Seahawks visit the 49ers on NBC in primetime. This will be the first Thanksgiving day in the “three-game-era” where no AFC teams will play. The Bears last played the Lions on Thanksgiving back in 1999. The Eagles haven’t faced the Cowboys onThanksgiving since 1989 — though Philly did play the Arizona Cardinals on Thanksgiving in 2008. All three contests have important NFC playoff implications. Based on history (as we’ll see shortly), the game on FOX should score the most total viewers, but don’t be surprised if the primetime game scores more viewers than the 12:30p ET game for the first time.

Here are how each of the Thanksgiving Day games have performed since 2006. Data is Live+Same Day. One can sort by date, network, game or demo by clicked on the respective column header.

Date Originator Episode Common Start Time P 2+ Proj (000s) P 18-49 Rtg% P 18-49 Proj (000s) P 25-54 Rtg% P 25-54 Proj (000s)
11/23/2006 CBS MIAMI AT DETROIT 12:39 PM 20452 7.52 9816 7.87 9639
11/23/2006 FOX TAMPA BAY AT DALLAS 4:26 PM 23780 8.63 11274 9.15 11212
11/23/2006 NFL NETWORK BRONCOS VS. CHIEFS 08:14 PM 4161 1.61 2102 1.76 2162
11/22/2007 CBS NY JETS AT DALLAS 04:17 PM 24978 9.02 11822 9.82 12113
11/22/2007 FOX GREEN BAY AT DETROIT 12:37 PM 25324 8.90 11666 9.92 12240
11/22/2007 NFL NETWORK 2007 – COLTS VS. FALCONS 08:15 PM 3669 1.49 1947 1.68 2069
11/27/2008 CBS TENNESSEE AT DETROIT 12:38 PM 18551 6.10 8052 7.09 8811
11/27/2008 FOX SEATTLE AT DALLAS 04:30 PM 22711 7.92 10450 8.82 10968
11/27/2008 NFL NETWORK 2008 – CARDINALS VS. EAGLES 08:17 PM 3777 1.42 1872 1.60 1994
11/26/2009 CBS OAKLAND AT DALLAS 04:16 PM 25207 8.75 11512 9.46 11753
11/26/2009 FOX GREEN BAY AT DETROIT 12:36 PM 21990 7.45 9800 8.28 10292
11/26/2009 NFL NETWORK 2009 – GIANTS VS. BRONCOS 08:21 PM 6105 2.36 3103 2.56 3183
11/25/2010 CBS NEW ENGLAND AT DETROIT 12:38 PM 27753 9.16 12047 10.39 12927
11/25/2010 FOX NEW ORLEANS AT DALLAS 04:35 PM 31874 10.57 13896 11.54 14358
11/25/2010 NFL NETWORK 2010 – BENGALS VS JETS 08:30 PM 7106 2.71 3560 2.95 3672
11/24/2011 CBS MIAMI AT DALLAS 04:17 PM 30901 10.52 13455 11.99 14467
11/24/2011 FOX GREEN BAY AT DETROIT 12:36 PM 30171 10.46 13377 11.86 14315
11/24/2011 NFL NETWORK 2011 – SF VS. BAL 08:30 PM 10681 4.14 5295 4.79 5786
11/22/2012 CBS HOUSTON AT DETROIT 12:39 PM 27336 9.27 11725 10.41 12359
11/22/2012 FOX WASHINGTON AT DALLAS 04:42 PM 28703 10.06 12730 11.12 13200
11/22/2012 NBC NEW ENGLAND AT NY JETS 08:31 PM 19211 7.08 8964 7.98 9477
11/28/2013 CBS OAKLAND AT DALLAS 04:32 PM 31675 10.02 12719 11.30 13529
11/28/2013 FOX GREEN BAY AT DETROIT 12:37 PM 28343 8.97 11390 10.20 12215
11/28/2013 NBC PITTSBURGH AT BALTIMORE 08:31 PM 21113 6.91 8779 7.84 9389

 

In terms of total viewership average, since 2006 CBS eight Thanksgiving Day NFL game telecasts have averaged 25.9 million total viewers. FOX eight Thanksgiving Day telecasts have averaged 26.6 million total viewers. CBS telecasts have averaged 11.4 million P 18-49 viewers, while FOX telecasts have averaged 11.9 million total viewers. NBC’s first two Thanksgiving games, both of which have kicked off in primetime, have averaged 20.2 million total viewers on-average, around 8.9 million of whom are P 18-49.

The top three most-watched contests and four out of the top five featured Dallas and kicked off at around 4:30pm ET. Three of the top five aired on FOX with the other two airing on CBS. The most-watched Thanksgiving day game since 2006 was between the Saints and Cowboys in 2010. The game, televised on FOX, hauled in 31.9 million total viewers. The defending Super Bowl champion Saints won the exciting contest in Dallas 30-27. Not only was New Orleans the defending champs, but both teams were playoff contenders at the time. Televise the game starting at 4:25 ET, a time accessible for viewers on both coasts, and you’ll likely get nice numbers. The Saints/Cowboys in 2010 was also #1 in P 18-49, but Dolphins/Cowboys in 2011 was #1 among viewers P 25-54. Regardless, the games which involve the Cowboys seem to be more popular than those which feature the Lions.

The second-most-watched game actually took place last year. The Cowboys defeated the Raiders 31-24, and the contest, televised on CBS, kicked off at 4:30pm ET and attracted 31.7 million viewers in total. It was the most-watched Thanksgiving day game for CBS since the three-network format kicked off in 2006. Interestingly, the game was only the 6th-most-watched in the P 18-49 demographic. The “early” game last year featured the Green Bay Packers and Detroit Lions on FOX. The game hauled in over 28.3 million viewers in total, 6th-most of the 24 telecasts measured.

Four of the top 10 (including three of the top five) most-watched NFL regular season games since 2006 were played on Thanksgiving. Three include Dallas, one includes Detroit. Viewership is different among P 18-49. Only one of the P 18-49 top 10 most-watched games since 2006 was played on Thanksgiving.

The 2007 NFL Network Thanksgiving night telecast of Colts & Falcons was the least-watched, only hauling in 3.7 million total viewers.

NBC Thanksgiving Telecasts

The Thursday night affairs on NFL Network and more recently NBC haven’t fared quite as well. NBC carried Pittsburgh vs. Baltimore last year, which hauled in over 21 million total viewers, 15th-most out of the 24 measured. NBC’s first Thanksgiving night telecast in 2012 featured the Patriots and Jets and brought in over 19 million total viewers, 17th-most.

Interestingly the Jets/Patriots game earned higher ratings among P 18-49 than the Steelers/Ravens did the following year.

Seattle and San Francisco are featured tomorrow night on NBC, and they are two “hot” teams that could continue an upward trend in Thanksgiving game viewership for the network.

Thanksgiving Day Game Viewership Increases

Games hosted by Dallas have kicked off at or around 4:30pm ET each year since 2006, while Detroit hosts the “early” game, which kicks off at 12:30pm ET. Games hosted by the Cowboys have scored more total viewers than games hosted by the Lions every Thanksgiving since 2007.

Average total viewership for the Thanksgiving day games has really increased the past few years compared with the end of the last decade. Games hovered in the low-to-mid 20 million total viewer range from 2006 – 2010, while Thanksgiving day games have regularly approached 30 million total viewers the past 3 years. 2011 is the only year that the games on CBS and FOX have both scored more than 30 million total viewers. Ratings across TV may be lagging in recent years, but that surely isn’t the case when it comes to NFL Thanksgiving football.

2013 was the first time that each of the three Thanksgiving day games exceeded an average of 20 million total viewers.

Median Age and Gender Distribution

Interestingly, Thanksgiving day games are beginning to skew older and more even in terms of gender distribution. The median age for each of the three Thanksgiving games last year was 48 or over. The previous oldest median age for a Thanksgiving day game was 47.2 years of age, hauled in by the Texans and Lions on Thanksgiving 2012. The Pittsburgh/Baltimore primetime game on NBC last year hit 49.3 years of age, oldest of any Thanksgiving day game to-date.

Date Episode P 2+ Proj (000s) Male 2+ Proj (000s) Female 2+ Proj (000s) Male Viewership Female Viewership
11/23/2006 MIAMI AT DETROIT 20452 12763 7689 62.4% 37.6%
11/23/2006 TAMPA BAY AT DALLAS 23780 14944 8836 62.8% 37.2%
11/23/2006 BRONCOS VS. CHIEFS 4161 2828 1333 68.0% 32.0%
11/22/2007 NY JETS AT DALLAS 24978 15176 9802 60.8% 39.2%
11/22/2007 GREEN BAY AT DETROIT 25324 16186 9138 63.9% 36.1%
11/22/2007 2007 – COLTS VS. FALCONS 3669 2452 1217 66.8% 33.2%
11/27/2008 TENNESSEE AT DETROIT 18551 11446 7104 61.7% 38.3%
11/27/2008 SEATTLE AT DALLAS 22711 13662 9049 60.2% 39.8%
11/27/2008 2008 – CARDINALS VS. EAGLES 3777 2398 1379 63.5% 36.5%
11/26/2009 OAKLAND AT DALLAS 25207 15197 10010 60.3% 39.7%
11/26/2009 GREEN BAY AT DETROIT 21990 13444 8546 61.1% 38.9%
11/26/2009 2009 – GIANTS VS. BRONCOS 6105 4156 1949 68.1% 31.9%
11/25/2010 NEW ENGLAND AT DETROIT 27753 16938 10815 61.0% 39.0%
11/25/2010 NEW ORLEANS AT DALLAS 31874 19297 12577 60.5% 39.5%
11/25/2010 2010 – BENGALS VS JETS 7106 4665 2441 65.6% 34.4%
11/24/2011 MIAMI AT DALLAS 30901 18659 12241 60.4% 39.6%
11/24/2011 GREEN BAY AT DETROIT 30171 18780 11390 62.2% 37.8%
11/24/2011 2011 – SF VS. BAL 10681 6897 3784 64.6% 35.4%
11/22/2012 HOUSTON AT DETROIT 27336 17006 10331 62.2% 37.8%
11/22/2012 WASHINGTON AT DALLAS 28703 17602 11101 61.3% 38.7%
11/22/2012 NEW ENGLAND AT NY JETS 19211 11996 7215 62.4% 37.6%
11/28/2013 OAKLAND AT DALLAS 31675 18291 13383 57.7% 42.3%
11/28/2013 GREEN BAY AT DETROIT 28343 17005 11338 60.0% 40.0%
11/28/2013 PITTSBURGH AT BALTIMORE 21113 12589 8524 59.6% 40.4%

Each of last year’s games had an audience comprised of 40% – 42.3% females. This was the first time any Thanksgiving game had exceeded 39% female.  Nine of the top 10 regular season games in terms of highest percentage of female viewership were played on Thanksgiving. That being said, the gender distribution doesn’t rival that of this past Super Bowl. Seattle vs. Denver drew over 112 million total viewers, 53% men and 47% women.

Miscellaneous / Non-TV facts about the NFL on Thanksgiving:

The Cowboys are 29-16-1 in Thanksgiving Day games at home (.641 winning percentage). The Cowboys started playing their traditional series in 1966. The Lions are 34-37-2 (.479). Lions won last year after losing 7 straight turkey day contests.

The last two current active franchises to have never played on Thanksgiving through 2014 are Carolina and Jacksonville, both of which joined the league in 1995. The Browns have not appeared since the rejoining the league as an expansion team in 1999, and the Rams have not played since 1975.

An idiosyncrasy in the NFL’s current scheduling formula, which has been in effect since 2002 and revised in 2010, effectively precludes teams from the AFC North from playing the Lions or Cowboys on Thanksgiving. Conversely, the AFC East actually appears in successive years. Without further revisions or exceptions to the formula, AFC North teams can only appear in the prime time game.

San Diego has the longest active appearance drought as of 2014. They have not played on Thanksgiving since 1969, one year before the AFL–NFL merger.

Happy viewing!

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