Thanksgiving NFL Viewership Record Sets a New Advertising Benchmark.

Thanksgiving has always been a big stage for the NFL. In 2025, it turned into a full blown television moment that brands will be talking about for months. CBS drew an NFL regular season record 57.2 million viewers for the Chiefs vs Cowboys game on Thanksgiving. That number moved the record past the 2022 Giants vs Cowboys Thanksgiving game, which reached 42.1 million viewers.

For advertisers, this is more than a headline. It is proof that the NFL on Thanksgiving is one of the strongest attention magnets in sport. It also shows how measurement changes can reshape the story around reach and impact.

The Record Number that Grabbed the Whole Country

CBS landed a massive audience for Chiefs vs Cowboys, with viewership that climbed even higher during the broadcast. The game peaked at 61.4 million viewers.

Here are the key figures from the day

• CBS average audience for Chiefs vs Cowboys was 57.2 million
• Peak audience for the same game was 61.4 million
• Prior Thanksgiving record was 42.1 million for Giants vs Cowboys in 2022
• Chiefs vs Cowboys is set to finish as the second biggest telecast on TV in 2025
• The Eagles vs Chiefs Super Bowl in February sits at 125.8 million viewers

When a single regular season game brings in numbers like these, it changes how brands should plan their biggest placements. It also puts real weight behind premium inventory around holiday sport.

Why the Audience Jumped this Season

One of the biggest reasons for the new record was a major measurement update. Nielsen introduced 100 percent out of home measurement this season. That matters because Thanksgiving is built for communal viewing.

People watch together at home, but they also watch in places like pubs, bars, airports, hotels and family gatherings where the TV is on all day. Sources told Sports Business Journal that the measurement shift had a major impact on the record. Last year, out of home measurement was closer to 65 percent.

For brands, the message is clear. Your real audience on a day like Thanksgiving is often larger than standard home viewing suggests.

A Historic Slot in NFL Television

The Chiefs vs Cowboys audience sits in rare company.

It is higher than every AFC Championship game on record dating back to 1975, apart from one. The Chiefs vs Bills AFC Championship game last season on CBS drew 57.4 million.

It also sits just behind three NFC Championship games across history

• Saints vs Vikings in 2010 on Fox at 57.9 million
• Giants vs 49ers in 2012 on Fox at 57.6 million
• 49ers vs Cowboys in 1982 on CBS at 68.7 million

This matters for marketing because it places a regular season game in the same attention bracket as the biggest playoff windows.

Three Games, Three Windows, Huge Reach for Advertisers

Thanksgiving viewing is not a one game story. The day delivered major numbers across multiple broadcasters.

Fox and Tubi drew 47.7 million viewers for Packers vs Lions. That made it the best early Thanksgiving window on record. Fox and Tubi also hit a peak of 58 million viewers from 4.00pm to 4.15pm ET.

In primetime, NBC drew 28.4 million viewers for Bengals vs Ravens, which is the best Thanksgiving night NFL game yet. The primetime Thanksgiving slot moved to NBC in 2012. It started in 2006 on NFL Network.

If you are planning campaigns, this spread is the real opportunity. You can build a full day presence that follows fans from afternoon to late evening.

What This Means for Brand Strategy and Media Planning

Thanksgiving NFL coverage offers a rare mix of scale and mood. People are relaxed, social, and ready to watch. That creates a strong setting for brands that want recall, conversation and action.

Strong routes to consider include

• Broadcast aligned creative that fits the holiday feel and the teams involved
• Second screen ideas that drive traffic while the audience is already on mobile
• Retail tie-ins that match the timing of seasonal shopping and travel
• Out of home activations that mirror the communal viewing behaviour

It is also a reminder to plan beyond one channel. Brands that link TV, social, creator content and live experiences can extend the moment for days.

Activation Ideas that Fit the Thanksgiving NFL Audience

If you want to turn reach into results, you need more than a logo. You need a plan that feels native to the event and simple for fans to engage with.

Practical activation ideas include

• QR codes linked to a limited offer that runs during key game breaks
• Player-led social clips released during the peak viewing period
• Branded watch party kits for pubs and hospitality venues
• Fan polls and live giveaways built around quarter breaks and halftime

These ideas also travel well. The same structure can be adapted for big matchups in football, combat sports, motorsport and cricket.

Speak to World Sports Advertising

If you want to tap into moments like the NFL Thanksgiving record, we can help you shape the right partnership and activation plan. World Sports Advertising sources global sports marketing opportunities, builds campaign strategy and matches brands with the properties and placements that fit their goals.

Get in touch with us and let us help you plan your next sports advertising move.