The game, which came down to a failed two-point conversion with 25 seconds left that would have sent it to overtime, drew 22.2 million viewers across all platforms – NBC, NFL Network, NBC Sports Digital, Twitter, and NFL Digital, according to Fast National data released today by The Nielsen Company, and digital data from Adobe Analytics and Twitter.
NBC’s Thursday Night Football last night averaged 21.8 million TV-only viewers – also the best ever for TNF. The previous most-watched TNF game averaged 21.1 million viewers as the Peyton Manning-led Broncos topped the Chiefs 31-24 on Sept. 17, 2015.
TV viewership on NBC and NFL Network peaked at 23.5 million from 9:45-10 p.m. Central. The game registered a national household TV rating of 12.8/22.
According to an NBC release, the digital viewership also set records:
- The Average Minute Audience for last night’s live stream via Twitter, NBC Sports Digital, and NFL Digital was 479,000 viewers.
- More than 89 million live minutes of Thursday Night Football were streamed across NBC Sports Digital, NFL Digital, and Twitter – up 50 percent from Saints-Panthers on Nov. 17.
- In total, Twitter reached 3.5 million combined worldwide viewers for pregame coverage and Cowboys-Vikings for a minimum of three seconds with that video being 100 percent in view. For the Thursday Night Football game alone, Twitter reached 2.9 million viewers. This is the most total viewers for a Thursday Night Football game on Twitter this season (through seven games). The average audience watching Thursday Night Football on Twitter properties was 310,000.
The game did particularly well in the Dallas market, where the Cowboys improved to an NFL-best 11-1 record. There the game posted a combined 37.3/57 rating on NBC and NFL Network in Dallas – the team’s best local market rating since Week 4 of last season, a stretch of 24 games (37.4/54 for Cowboys-Saints on NBC’s Sunday Night Football, 10/4/15).