Week 15 of the NFL season showcased a significant broadcast strategy that garnered an impressive combined audience on Sunday afternoon. For the first time this season, CBS and Fox each aired competing national window games during the 4:25 p.m. ET slot, a format known as a “double-doubleheader.” While this format is typically reserved for the start and end of the season, recent trends have seen it introduced mid-season for added viewer engagement.
This weekend’s doubleheader proved to be particularly compelling, featuring not only high-stakes early afternoon games but also notable matchups in the late window, including the Green Bay Packers facing the Denver Broncos on CBS and the Detroit Lions taking on the Los Angeles Rams on Fox.
According to network press releases, the combined audience for the late-afternoon broadcasts reached an extraordinary 43.9 million viewers across both platforms. This marks an 11% increase from last year’s mid-season double-doubleheader, which averaged 39.6 million viewers. CBS saw its game, where the Broncos triumphed over the Packers, attracting 24.5 million viewers, making it the most-watched program of the week. Meanwhile, Fox’s coverage of the Rams defeating the Lions drew in 19.4 million viewers.
CBS also achieved remarkable numbers during the 1 p.m. window, averaging 18.9 million viewers for regional matchups featuring the Bills against the Patriots and the Chargers facing the Chiefs—both games heavy with playoff implications. Fox’s earlier slate averaged 9.5 million viewers, showcasing the stark contrast in viewership between the networks.
The double-doubleheader not only amplifies viewership but also maximizes the NFL’s appeal and engagement across multiple platforms. Although both CBS and Fox may prefer to solidify their own audience without competition, the success of the double-doubleheader could encourage the NFL to consider more of these events in the future, recognizing the potential for enhanced viewership and excitement surrounding the league.
As the NFL playoffs draw closer, the effective strategy employed during Week 15 encourages anticipation for what is to come, promising fans thrilling matchups and captivating broadcasts.