Ravens vs Cowboys Brazil Game Sets NFL International Viewership Record With 24.9 Million Viewers
Most people watching a kicker line up a 56-yarder with no time left would have been gripping the couch. Tens of millions of them were, and that helps explain the new NFL international viewership record. The Ravens’ 34-31 win over the Cowboys in Rio de Janeiro averaged 24.9 million viewers on CBS, making it the most-watched NFL international game in history.
A Finish Worth Staying Up For
Tyler Loop’s walk-off 56-yard field goal decided it. Nielsen data shows the audience peaked above 30 million as Baltimore’s kicker lined up that last-play attempt. The game was also played in Rio’s historic Maracanã Stadium. Brazil’s broadcaster Globo reported another 21.4 million people watched across its platforms.
How It Compares With Earlier Games
The previous benchmarks now look small. This season’s Week 1 game in Australia between the 49ers and Rams averaged 18.5 million U.S. viewers on Netflix, and last year’s Brazil opener between the Chargers and Chiefs drew the same on YouTube. The other six international games last year aired on NFL Network and averaged just 6.2 million. That gap points to the real story: the network and the time slot mattered a great deal.
Why the Timing and TV Home Mattered
The game kicked off at 4:25 p.m. ET on a Sunday, the best window yet for an international game. It also aired on broadcast television, while international games usually land on NFL Network or streaming services. In short, fans didn’t have to hunt for it. It was on a regular channel at a regular time, with two famous teams and a close score. Outside factors probably helped too. A serious nor’easter hit the crowded U.S. Northeast, and the game ended after Major League Baseball’s final regular-season games. More people were indoors, and there was less competition.
Was It Brazil or the Brand Names?
Fans are split on this. Some commenters argued the matchup and players mattered more than the location, and that the audience would have been just as big anywhere. They have a point. Dallas is arguably the league’s biggest draw, and Lamar Jackson is a two-time MVP. NBC Sports’ Pro Football Talk even said it expected a bigger number, closer to 30 million than 25 million.
Why It Matters for the NFL
The league has spent years pushing games overseas to grow its fan base. The results have been mixed. Early-morning European kickoffs draw modest crowds, while primetime and Sunday-afternoon slots draw far more. Six more 9:30 a.m. ET games are coming over the next seven weeks. Those will test how much the record depended on a friendly time slot.
For networks and advertisers, the lesson is fairly clear. Put a big-name team on broadcast TV at a good hour, and an overseas game can rival a domestic one. CBS is averaging 19 million viewers across its NFL games through three weeks, up 6% from the same point last year.
FAQs
How many people watched the Ravens vs Cowboys game in Brazil?
The game averaged 24.9 million viewers on CBS, peaking above 30 million.
Is this the most-watched NFL game played abroad?
Yes. It is the most-watched NFL international game in history, and the most-watched Week 3 game on CBS since 2014.
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