The Taylor Swift effect had a huge impact on ratings of Sunday Night Football, as the Chiefs/Jets thriller on NBC was the most-watched Sunday show since Super Bowl LVII in February.
The broadcast averaged 27 million viewers, up 22% year over year. Viewership peaked at an estimated 29.4 million between 9:30-9:45 p.m. NBC Sports accounts for the two most-watched NFL games so far this season.
The Swift effect was evident in viewership in teen girls aged 12-17, women 18-24, and 35+. Viewership in those demographics was up 53%, 24%, and 34% respectively compared to the season-to-date average of the first three weeks of SNF. The broadcast featured a Taylor Swift-themed open, which has been viewed eight million times.
The game also drew in the largest streaming audience ever for a Sunday regular season game. The average minute audience across Peacock, NBC Sports, and NFL digital platforms was 1.85 million viewers.
It’s unclear whether Swift will be in Minneapolis on Sunday afternoon as the Chiefs take on the Vikings. But if she is, the marquee late window game on CBS with Jim Nantz and Tony Romo will stand to also see a viewership bump.
