NBC’s NFL Kickoff Game drew 25.1 million viewers last week. The Seattle Seahawks edged the Patriots 13-10 in a Super Bowl LX rematch.
What We Know: The average audience marks the fourth straight season topping 25 million for NBC’s opener, tying the network’s 2013-16 streak. However, it’s also the lowest Kickoff Game audience since 2022’s Bills-Rams matchup (21.7 million). Meanwhile, Adults 18-49 hit 10.0 million viewers, the best demo showing since 2021. Viewership peaked at 27.4 million during a notably low-scoring first half. This season, NBC Sports will report its NFL audiences using Nielsen’s established methodology for measuring linear television and streaming. Previously, NBC Sports had reported its NFL viewership using its own Total Audience Delivery (TAD) figures.
What The Data Shows:
| Year | Game (Network) | Average Viewership |
|---|---|---|
| 2026 | Seahawks vs. Patriots (NBC) | 25.1 million |
| 2025 | Cowboys vs. Eagles (NBC) | 28.3 million |
| 2024 | Ravens vs. Chiefs (NBC) | 29.2 million |
| 2023 | Lions vs. Chiefs (NBC) | 27.5 million |
| 2022 | Bills vs. Rams (NBC) | 21.7 million |
What Remains Unclear: NBC’s new reporting methodology could complicate future year-over-year comparisons. No additional NFL viewership data is currently known.
What It Means: Despite the dip, NFL programming still commands a massive audience on broadcast television. The strong 18-49 demo signals continued advertiser value, even as total viewership softens. This year will be a complicated year in explaining year over year comparisons. With NBC shifting its reporting model, and Nielsen launching a co-viewing measurement. Ultimately, figures this year will cause some discussions about navigating a signature report metric for all networks to judge. Meaning advertising dollars could be at stake in the end.
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