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Thursday Final Nationals: Chiefs-Patriots on NBC Registers Least-Watched NFL Kickoff Game in Eight Years

The good news for NBC: the network dominated Thursday night with the start of the 2017 NFL regular season — featuring the Kansas City Chiefs’ surprising 42-27 victory over the defending champion New England Patriots. According to overnights, NBC won this night by a wider margin over its broadcast network competition combined than the year-ago NFL kickoff night.

Also, the game’s average minute audience on streaming was 355,000 viewers, up 32 percent from last year (268,000). NBC Sports reports it’s their largest-ever viewership via streaming for a regular season game.

The not-so-good news: Chiefs-Patriots drew 21.8 million viewers on television, a decline of 13 percent from last year’s kickoff game (Panthers-Broncos on Sep. 8, 2016: 25.19 million) and the least-watched start to an NFL season since Titans-Steelers (20.9 million) in 2009. Some factors for the lower-than-expected NFL ratings were the increased attention to cable news and Weather Channel as Hurricane Irma was in the Caribbean and approached Florida.

NBC viewership for the game (not including digital) peaked from 9:30-9:45 p.m. ET with 23.9 million viewers.

Providence, Rhode Island was the top market for the game with a 35.6 rating/55 share. The rest of the top ten markets were: Kansas City (35.5/55), Boston (35.0/59), Denver (20.6/38), New Orleans (20.4/29), Norfolk (18.9/31), Richmond (18.9/30), Buffalo (17.7/30), Milwaukee (17.2/28), and Seattle (17.1/32).

(Source: NBC Sports)


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* AFF = Number of affiliates (stations) airing the program
* CVG = percent of coverage in U.S.
Programming Insider Thursday, September 7, 2017
ABC PROGRAM AFF* CVG*
(PCT)
HH/Share Viewers
(000)
Adults
18-34
Adults
18-49
Adults
25-54
8-11 Network Average 1.6/3 2527 0.3/1 0.6/2 0.8/2
8:00 Battle of the Network Stars (s) 261 92 1.9/3 2979 0.3/2 0.6/2 0.9/3
9:00 Battle of the Network Stars 254 92 1.6/3 2471 0.3/1 0.6/2 0.8/2
10:00 The Gong Show 253 91 1.4/3 2133 0.3/1 0.5/2 0.7/2
CBS PROGRAM AFF* CVG*
(PCT)
HH/Share Viewers
(000)
Adults
18-34
Adults
18-49
Adults
25-54
8-11 Network Average 3.1/6 4924 0.7/4 1.1/4 1.5/5
8:00 Big Bang Theory (r) 254 92 4.2/8 6575 0.6/3 1.2/5 1.8/6
8:31 Mom (rs) 254 92 3.3/6 5123 0.5/3 0.9/3 1.4/4
9:00 Big Brother 19 254 92 3.8/7 6236 1.4/6 1.8/6 2.3/7
10:00 Zoo 253 92 1.7/3 2662 0.3/1 0.5/2 0.7/2
NBC PROGRAM AFF* CVG*
(PCT)
HH/Share Viewers
(000)
Adults
18-34
Adults
18-49
Adults
25-54
8-11 Network Average 11.4/21 19774 5.4/27 6.8/26 7.8/25
7:30 NFL Kickoff Show (s) 3.7/8 5871 1.0/7 1.6/8 1.9/8
8:00 NFL Opening Kickoff Show (s) 243 92 5.8/11 9847 2.4/15 3.1/14 3.6/14
8:29 NFL Thursday Pre-Kick (s) 243 92 9.4/17 16231 4.2/24 5.4/23 6.2/22
8:42 NFL Thursday Special Kansas City @ New England (s) (thru 12:00 a.m.) 243 92 12.6/23 21762 6.1/30 7.7/29 8.8/28
Fox PROGRAM AFF* CVG*
(PCT)
HH/Share Viewers
(000)
Adults
18-34
Adults
18-49
Adults
25-54
8-10 Network Average 1.4/3 2197 0.4/2 0.7/3 0.9/3
8:00 Beat Shazam 258 92 1.5/3 2420 0.5/2 0.8/3 1.0/3
9:00 Love Connection 258 92 1.3/2 1973 0.4/2 0.6/2 0.8/2
CW PROGRAM AFF* CVG*
(PCT)
HH/Share Viewers
(000)
Adults
18-34
Adults
18-49
Adults
25-54
8-10 Network Average 0.8/1 1293 0.2/1 0.3/1 0.4/1
8:00 Penn & Teller: Fool Us 251 90 0.9/2 1418 0.3/1 0.4/1 0.4/1
9:00 Whose Line Is It Anyway? 251 90 0.7/1 1209 0.2/1 0.3/1 0.4/1
9:30 Whose Line Is It Anyway? (r) 251 90 0.7/1 1129 0.2/1 0.3/1 0.4/1
Univision PROGRAM HH/Share Viewers
(000)
Adults
18-34
Adults
18-49
Adults
25-54
8-11 Network Average 1.0/2 1785 0.6/2
7:00 La Rosa de Guadalupe 0.9/2 1641 0.6/3
8:00 Enamorándome de Ramón 0.8/2 1598 0.5/2
9:00 Mi Marido Tiene Familia 1.1/2 1952 0.6/2
10:00 La Tierra Prometida 1.0/2 1804 0.6/2
PROGRAM HH/Share Viewers
(000)
Adults
18-34
Adults
18-49
Adults
25-54
8-11 Network Average 0.3/0 491 0.2/1
7:00 La Candidata 0.2/0 331 0.1/1
8:00 Totalmente Diva (r) 0.2/0 396 0.1/0
9:00 Totalmente Diva 0.3/1 583 0.2/1
10:00 Rosario Tijeras 0.3/0 495 0.2/1
PROGRAM HH/Share Viewers
(000)
Adults
18-34
Adults
18-49
Adults
25-54
8-11 Network Average 1.1/2 1846 0.7/3 0.8/3
7:00 Caso Cerrado: Edición Estelar 0.9/2 1562 0.3/2 0.5/2
8:00 Jenni Rivera: Mariposa de Barrio 0.9/2 1596 0.5/2 0.6/2
9:00 Sin Senos Sí Hay Paraíso 1.1/2 1801 0.6/3 0.7/3
10:00 El Señor de Los Cielos V 1.2/2 2142 0.9/4 1.0/4

Sub-Demo Breakdowns – Thursday 9/07/17

Battle of the Network Stars” (ABC, 8pm)
Women 18-34: 0.3/2
Men 18-34: 0.3/1
Women 18-49: 0.7/3
Men 18-49: 0.5/2

Battle of the Network Stars” (ABC, 9pm)
Women 18-34: 0.3/1
Men 18-34: 0.3/1
Women 18-49: 0.7/2
Men 18-49: 0.5/2

The Gong Show” (ABC)
Women 18-34: 0.4/2
Men 18-34: 0.2/1
Women 18-49: 0.6/2
Men 18-49: 0.4/2

Big Brother 19” (CBS)
Women 18-34: 1.7/8
Men 18-34: 1.0/5
Women 18-49: 2.3/8
Men 18-49: 1.4/5

Zoo” (CBS)
Women 18-34: 0.4/2
Men 18-34: 0.2/1
Women 18-49: 0.6/2
Men 18-49: 0.3/1

NFL Kickoff Show” (NBC, 7:30)
Women 18-34: 0.9/6
Men 18-34: 1.2/9
Women 18-49: 1.3/7
Men 18-49: 1.8/10

NFL Opening Kickoff Show” (NBC, 8pm)
Women 18-34: 1.7/10
Men 18-34: 3.2/21
Women 18-49: 2.1/9
Men 18-49: 4.1/20

NFL Thursday Pre-Kick” (NBC)
Women 18-34: 2.8/15
Men 18-34: 5.7/33
Women 18-49: 3.6/15
Men 18-49: 7.1/31

NFL Thursday Special: Kansas City Chiefs @ New England Patriots” (NBC)
Women 18-34: 4.2/21
Men 18-34: 8.0/40
Women 18-49: 5.1/19
Men 18-49: 10.3/39

Beat Shazam” (Fox)
Women 18-34: 0.6/3
Men 18-34: 0.4/2
Women 18-49: 0.9/4
Men 18-49: 0.6/2

Love Connection” (Fox)
Women 18-34: 0.5/2
Men 18-34: 0.2/1
Women 18-49: 0.8/3
Men 18-49: 0.4/1

Penn and Teller: Fool Us” (CW)
Women 18-34: 0.3/2
Men 18-34: 0.2/1
Women 18-49: 0.3/1
Men 18-49: 0.4/2

Whose Line Is It Anyway?” (CW, 9pm)
Women 18-34: 0.2/1
Men 18-34: 0.2/1
Women 18-49: 0.3/1
Men 18-49: 0.3/1

The Guest Book” (TBS, 10:30)
0.66 household rating
0.977 million viewers
0.37 adults 18-49 rating
Women 18-34: 0.28
Men 18-34: 0.22
Women 18-49: 0.40
Men 18-49: 0.34


Cable Rankings – Thursday 9/07/17
What follows are the top 100 most-watched shows in prime time on cable (by order of network) for Thursday, September 7:

* Vwrs = Viewers in thousands; V-No. = Prime time rank in viewers; D-No. = Prime time rank in demo (adults 18-49)
V-No.* D-No.* Program Net Start Dur Vwrs* A1849
66 60 MURDER OF LACI PETERSON A&E 9:00 PM 61 585 0.18
62 60 MURDER LACI PETERSON AC A&E 10:01 PM 62 652 0.18
72 44 KING OF THE HILL ADSM 8:00 PM 30 513 0.21
69 32 AMERICAN DAD ADSM 8:30 PM 30 555 0.24
60 18 CLEVELAND SHOW ADSM 9:00 PM 30 676 0.30
39 11 AMERICAN DAD ADSM 9:30 PM 30 876 0.40
28 3 BOB’S BURGERS ADSM 10:00 PM 30 1084 0.56
26 1 BOB’S BURGERS ADSM 10:30 PM 30 1137 0.58
88 90 BET MOVIE OF THE WEEK: LIFE (1999) BET 8:00 PM 180 351 0.13
31 17 FLIPPING OUT BRAVO 9:00 PM 60 984 0.34
78 90 GIRLFRIENDS’ GUIDE TO DIVORCE BRAVO 10:00 PM 60 425 0.13
81 50 SOUTH PARK CMDY 8:00 PM 30 386 0.20
80 44 SOUTH PARK CMDY 8:30 PM 30 389 0.21
83 54 SOUTH PARK CMDY 9:00 PM 30 371 0.19
89 60 SOUTH PARK CMDY 9:30 PM 30 349 0.18
91 64 SOUTH PARK CMDY 10:00 PM 30 327 0.17
82 50 SOUTH PARK CMDY 10:30 PM 30 372 0.20
75 78 LAST MAN STANDING CMT 8:00 PM 30 490 0.14
11 8 ANDERSON COOPER 360 CNN 8:00 PM 60 1874 0.42
13 9 ANDERSON COOPER 360 CNN 9:00 PM 60 1805 0.41
14 13 CNN TONIGHT CNN 10:00 PM 60 1761 0.39
68 54 NAKED AND AFRAID DISC 8:00 PM 180 574 0.19
52 60 PJ MASKS DISJR 8:00 PM 25 746 0.18
59 64 PJ MASKS DISJR 8:30 PM 25 685 0.17
42 75 RAVEN’S HOME DSNY 8:00 PM 30 848 0.15
38 90 STUCK IN THE MIDDLE DSNY 8:30 PM 30 883 0.13
43 90 LIV AND MADDIE DSNY 10:00 PM 30 827 0.13
48 78 K.C. UNDERCOVER DSNY 10:30 PM 30 764 0.14
9 9 TENNIS: US OPEN PRIME (1.26 HH, 0.30 A18-34) ESPN 7:00 PM 264 1955 0.41
56 32 CHOPPED FOOD 8:00 PM 60 710 0.24
51 32 CHOPPED FOOD 9:00 PM 60 750 0.24
44 26 BEAT BOBBY FLAY FOOD 10:00 PM 30 826 0.26
40 24 BEAT BOBBY FLAY FOOD 10:30 PM 30 855 0.27
2 22 TUCKER CARLSON TONIGHT FOXNC 8:00 PM 60 2612 0.28
5 44 THE FIVE FOXNC 9:00 PM 60 2220 0.21
3 32 HANNITY FOXNC 10:00 PM 60 2396 0.24
84 64 BIG SCREEN MOVIE: CRAZY, STUPID, LOVE FRFM 8:20 PM 160 369 0.17
65 71 FX MOVIE PRIME: FURIOUS 7 FX 8:00 PM 180 589 0.16
74 90 THE MIDDLE HALL 10:00 PM 30 497 0.13
76 90 THE MIDDLE HALL 10:30 PM 30 484 0.13
47 39 FLIP OR FLOP HGTV 8:00 PM 30 807 0.23
37 29 FLIP OR FLOP HGTV 8:30 PM 30 907 0.25
22 19 FLIP OR FLOP ATLANTA HGTV 9:00 PM 30 1272 0.29
20 29 DESERT FLIPPERS HGTV 9:30 PM 30 1318 0.25
17 26 HOUSE HUNTERS HGTV 10:00 PM 30 1491 0.26
19 29 HOUSE HUNTERS INTERNATIONAL HGTV 10:30 PM 30 1428 0.25
29 64 MOUNTAIN MEN AC HIST 8:00 PM 60 1052 0.17
10 19 MOUNTAIN MEN HIST 9:00 PM 63 1914 0.29
25 39 ICE ROAD TRUCKERS HIST 10:03 PM 60 1173 0.23
55 54 AMERICAN MONSTER ID 8:00 PM 60 718 0.19
35 32 KISS OF DEATH ID 9:00 PM 60 950 0.24
30 32 GUILTY RICH ID 10:00 PM 60 1051 0.24
64 71 PROJECT RUNWAY: SOCIAL LIF 8:00 PM 50 633 0.16
46 54 PROJECT REWIND LIF 8:50 PM 10 813 0.19
16 11 PROJECT RUNWAY LIF 9:00 PM 92 1546 0.40
33 39 PROJECT RUNWAY FL LIF 10:32 PM 15 955 0.23
77 90 PROJECT RUNWAY LIF 10:47 PM 60 442 0.13
12 44 ALL IN W/ CHRIS HAYES MSNBC 8:00 PM 60 1817 0.21
1 22 RACHEL MADDOW SHOW MSNBC 9:00 PM 60 2616 0.28
8 44 LAST WORD W/ L. O’DONNELL MSNBC 10:00 PM 60 2093 0.21
97 78 NICK CANNON WILD N OUT S8 MTV 8:00 PM 30 265 0.14
96 71 MTV2 WILD N OUT MTV 8:30 PM 30 298 0.16
99 90 NICK CANNON WILD N OUT S9 MTV 9:00 PM 30 256 0.13
98 90 MTV2 WILD N OUT MTV 9:30 PM 30 263 0.13
95 75 MTV2 WILD N OUT MTV 10:00 PM 30 309 0.15
92 64 NICK CANNON WILD N OUT S9 MTV 10:30 PM 30 324 0.17
33 19 SHREK FOREVER AFTER NAN 8:00 PM 120 955 0.29
54 26 FULL HOUSE NAN 10:00 PM 30 722 0.26
53 24 FULL HOUSE NAN 10:30 PM 30 737 0.27
36 16 KICKOFF SIMULCAST (0.62 HH, 0.26 A18-34) NFLN 7:30 PM 60 948 0.35
50 78 PEPPA PIG NKJR 9:00 PM 30 751 0.14
49 75 PAW PATROL NKJR 9:30 PM 30 755 0.15
73 50 SPIKE TV MOVIE: STEPHEN KING’S IT (1990) SPIKE 8:00 PM 270 504 0.20
87 90 SYFY MOVIE: CHARLIE AND THE CHOCOLATE FACTORY SYFY 6:30 PM 150 352 0.13
58 42 SEINFELD TBS 8:00 PM 30 700 0.22
61 54 SEINFELD TBS 8:30 PM 30 653 0.19
24 14 THE BIG BANG THEORY TBS 9:00 PM 30 1184 0.37
18 6 THE BIG BANG THEORY TBS 9:30 PM 30 1467 0.49
15 4 THE BIG BANG THEORY TBS 10:00 PM 30 1587 0.51
32 14 THE GUEST BOOK TBS 10:30 PM 30 977 0.37
71 78 MY 600-LB LIFE TLC 8:00 PM 60 525 0.14
63 78 MY 600-LB LIFE TLC 9:00 PM 122 642 0.14
67 50 AMERICAN SNIPER TNT 8:00 PM 180 577 0.20
85 100 IMPRACTICAL JOKERS TRU 8:00 PM 30 354 0.12
86 78 IMPRACTICAL JOKERS TRU 8:30 PM 30 353 0.14
79 64 IMPRACTICAL JOKERS TRU 9:00 PM 30 390 0.17
93 78 IMPRACTICAL JOKERS TRU 9:30 PM 30 313 0.14
94 78 IMPRACTICAL JOKERS TRU 10:00 PM 30 311 0.14
90 71 IMPRACTICAL JOKERS TRU 10:30 PM 30 338 0.16
57 78 EVERYBODY LOVES RAYMOND TVL 9:24 PM 36 702 0.14
45 54 EVERYBODY LOVES RAYMOND TVL 10:00 PM 30 824 0.19
41 44 EVERYBODY LOVES RAYMOND TVL 10:30 PM 30 853 0.21
4 1 WEATHER CENTER LIVE (1.49 HH, 0.38 A18-34) TWC 8:00 PM 60 2368 0.58
6 4 WEATHER CENTER LIVE (1.45 HH, 0.28 A18-34) TWC 9:00 PM 60 2211 0.51
7 7 WEATHER CENTER LIVE (1.38 HH, 0.25 A18-34) TWC 10:00 PM 60 2114 0.46
27 78 NCIS USA 8:00 PM 60 1095 0.14
23 64 NCIS USA 9:00 PM 60 1259 0.17
21 42 NCIS USA 10:00 PM 60 1280 0.22
100 78 R&R PICTURE SHOWS: SPACE JAM VH1 7:00 PM 120 251 0.14
70 32 GROWING UP HIP HOP WETV 9:00 PM 60 541 0.24

Source: Live+Same Day data, Nielsen Media Research

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Written by Douglas Pucci

Douglas Pucci (a.k.a. “Son of the Bronx”) has worked with Mr. Berman for more than a decade. A Bronx native, NYU graduate and once-intern for VH1's "Pop Up Video," Pucci went on to design, build and maintain websites for various non-profit organizations in his hometown of New York City. He also contributes to the sports website Awful Announcing.

1024 posts
  • Akshay Mardhekar

    Ratings for The Brak Show at 1 and 1:15 AM and 4:30/4:45 AM on Adult Swim?

  • Old Man One

    When would be available Thursday and Friday Final Nationals for Univision and Telemundo ?

  • renamoretti1

    Big congrats to you for leading with the real story and not the spin. 🙂