Four Games Average 38.2 Million Viewers (TV+Digital) – \Highest Divisional Round Average on Record
Average Minute Audience on All Digital Platforms of 1.6 Million –
Highest Digital AMA on Record for Divisional Round
Total of 63.3 Billion Minutes of Super Wild Card & Divisional Round Coverage Consumed –
Highest on Record Through Divisional Round
For the Divisional Round of the NFL playoffs, the four games averaged 38.2 million viewers (TV+Digital) which resulted in a duplicated total of over 152 million*.
The 38.2 million average ranks as the highest Divisional Round average on record (dates back to 1988), and is up +20% vs. 2020 and up +12% vs. 2019.
Additionally, nearly half of all Americans using television in NFL windows during the Divisional Round were watching NFL games with a share of 49.3% – the highest share on record for the Divisional Round.
Digitally, the Divisional Round produced an average minute audience of 1.6 million across NFL, Yahoo Sports and broadcaster platforms – ranking as the highest digital AMA on record for the Divisional Round, and up +47% vs. 2020 and up +88% vs. 2019.
To date, the NFL playoffs are averaging 33.6 million viewers (TV+Digital) – ranking as the highest average through the Divisional Round since 2015-16 (34.4 million) and up +21% vs. 2020. There have been a total of 63.3 billion minutes of Super Wild Card Weekend and Divisional Round coverage consumed across TV+Digital – the highest on record through the Divisional Round, and up +20% vs. 2020 and up +29% vs. 2019.
Source: Nielsen, Adobe Analytics and first party digital
*A unique reach figure will be available on 1/26. The “over 152 million” figure combines average audiences from all four games so it is not unduplicated
