COWBOYS-49ERS ON NBC AND PEACOCK IS MOST-WATCHED WEEK 5 SUNDAY NIGHT FOOTBALL GAME EVER, AVERAGING 26.1 MILLION VIEWERS

Audience Peaked at Nearly 30 Million Viewers in Second Quarter

Led By Peacock, Cowboys-49ers is Most Streamed NBC NFL Regular-Season Game on a Sunday

NBC Sports Has Presented Three Most Watched Games of 2023 NFL Season; SNF Package Off to Second-Best Start Ever

STAMFORD, Conn. – Oct. 9, 2023 – Despite the second-largest scoring differential after three quarters (18 points) on SNF since the beginning of last season, the San Francisco 49ers’ 42-10 victory over the Dallas Cowboys last night on NBC and Peacock averaged 26.1 million viewers – marking the most-watched Week 5 NBC Sunday Night Football game ever (since 2006).

Based on fast national data across NBC, Peacock, NBC Sports Digital, and NFL Digital platforms, the game’s Total Audience Delivery (TAD) average of 26.1 million viewers is up 54% from last year’s Week 5 game (16.9 million for Baltimore’s 19-17 win over Cincinnati).

The Average Minute Audience (AMA) for last night’s live stream via Peacock, NBC Sports Digital platforms, and NFL Digital platforms, was 2.05 million viewers – marking NBC Sports’ largest streaming audience ever for a regular-season Sunday NFL game, and nearly doubling last year’s Week 5 game (1.06 million).

For the season, NBC’s Sunday Night Football is averaging 23.8 million viewers – SNF’s second-best average ever through Week 5 (trailing only the record 2015 season), and up 14% from last season at this point.

Additional Cowboys-49ers viewership notes:

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  • Viewership peaked at 29.6 million viewers in the second quarter (9:30-9:45 p.m. ET).

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  • With Cowboys-49ers, the Sept. 7 NFL Kickoff Game (27.5 million TAD for Lions-Chiefs), and last week’s Chiefs-Jets (26.7 million TAD), NBC Sports has presented the three most-watched NFL games this season.

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  • Last night’s game (8:23 p.m.-11:10 p.m. ET) registered a national TV household rating of 12.1/32 – up 41% from last year’s Week 5 matchup (8.6/22).

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  • San Francisco (60 share) set a record for share (percentage of homes with televisions in use tuned into the game) for a 49ers game on NBC Sunday Night Football (since the package debuted in 2006).

Viewership figures are based upon fast national live + same day data from Nielsen and Adobe Analytics. Official national data for NBC will be available Tuesday.

TOP METERED MARKETS FOR COWBOYS-49ERS (based on 44 markets available):

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