49ers-Cowboys was a massive ratings hit for CBS, but for Nickelodeon it was more “The Brothers Flub” than “Rugrats.”
Sunday’s 49ers-Cowboys NFC Wild Card game averaged a 20.7 rating and 41.50 million viewers across CBS and Nickelodeon, the largest audience for any NFL Wild Card game since Lions-Cowboys on FOX in 2015 (42.32M). The combined figures increased 26% in ratings and 35% in viewership from Bears-Saints on the two networks last year (16.4, 30.65M) and 8% and 18% respectively from Seahawks-Eagles on NBC alone two years ago (19.2, 35.12M).
The 49ers’ nailbiting win, which peaked with 50.23 million viewers, delivered the second-largest Wild Card audience ever on CBS. Only Steelers-Broncos a decade ago (42.37M) averaged more viewers.
The traditional CBS broadcast turned in a 20.1 and 40.16 million, up 30% and 40% respectively from last year. The special Nickelodeon simulcast chipped in 1.33 million, down a sharp 35% from last year (2.06M). The Nickelodeon simulcast accounted for 3% of the total audience, less than half of last year’s 7%.
49ers-Cowboys ranks as the most-watched television program since last year’s Super Bowl, with the combined audience edging out the Raiders-Cowboys Thanksgiving game on CBS alone (40.8M).
Earlier Sunday, Eagles-Buccaneers averaged a 16.0 and 30.37 million on FOX — the network’s most-watched Wild Card game since Panthers-Saints in 2018 (31.15M). Tampa Bay’s easy win increased 13% in ratings and 22% in viewership from Ravens-Titans on the ESPN family of networks last year (14.2, 24.82M). Compared to Vikings-Saints on FOX two years ago, ratings fell 8% (from 17.4) but viewership increased 1% (from 29.93M).
Sunday’s Steelers-Chiefs nightcap turned in a 14.7 and 28.94 million on NBC, up 9% and 17% respectively from Browns-Steelers last year (13.4, 24.78M).
Shifting to Saturday’s games, Patriots-Bills averaged a 13.2 and 26.37 million on CBS in primetime — up 15% in ratings and 23% in viewership from Tampa Bay-Washington on NBC last year (11.5, 21.37M) but down 23% and 16% respectively from New England’s previous playoff game, Titans-Patriots on CBS two years ago (17.1, 31.42M).
Raiders-Bengals started Wild Card weekend with a 14.2 and 27.70 million on NBC, up 11% in ratings and 16% in viewership from Rams-Seahawks on FOX last year (12.7, 23.96M). Compared to Bills-Texans on the ESPN family of networks two years ago, ratings fell 7% (from 15.2) but viewership increased 5% (from 26.34M).
It is worth noting that Nielsen viewership estimates did not include out-of-home viewing two years ago, which would explain why the household ratings were higher and the viewership lower.
Pending results for Monday’s Wild Card finale, ratings and viewership for the first five games increased across-the-board from last year.
