It is usually good to have the Cowboys on the schedule, but there are always exceptions.
The Week 5 NFL national window, featuring Bengals/Cowboys in 80% of markets, had a 13.1 overnight rating on CBS Sunday afternoon — down 20% from coverage featuring Patriots/Cowboys last year (16.4) but down just a tick from coverage featuring Chiefs/49ers in 2014 (13.2).
The 13.1 overnight is the lowest for the national window this season (five telecasts). In three of five weeks this season, the window has failed to earn at least 14.0 overnight — compared to zero such occurrences all of last year (not including Week 17). In addition, the 13.1 is the the lowest for the national window in Week 5 of the season since 2007, when coverage featuring Chargers/Broncos posted a 10.6.
Keep in mind the national window faced greater than usual competition from the NFL singleheader on FOX, with the two airing head-to-head in 43% of markets.
Earlier in the day, regional action that included Tom Brady‘s return to the Patriots posted a 10.5 overnight — up 15% from last year (9.1) but down 9% from 2014 (11.6).
The telecast was just the eighth of 31 NFL windows thus far to post an increase in the metered markets.
(Wknd. numbers via Sports Business Daily 10/10)
