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When it comes to America’s Sports
Football is King
AND
#1
#2
in scale & Fandom
21 Regular Season (20 Primetime) 4 Playoff (2 Primetime)
#1 Show in Primetime,
25 games
12 Consecutive Years
VIEW schedule
12 Primetime +12 Afternoon
24 games
KickED Off in 2023
Big Ten Football
2 Primetime +5 Afternoon
7 games
2 Iconic Brands
30-Year Partnership,
A Winning Weekend on NBC
7:30am-9:30am Manchester City @ Leicester 10:00am-12:00pm Chelsea @ Brighton 12:30pm-2:30pm Everton @ Fulham
2:30pm-6:00pm Michigan @ Maryland
7:00pm-7:30pm College Football Countdown 7:30pm-11:00pm Ohio State @ Wisconsin
2:30pm-6:00pm College Football Countdown 3:30pm-7:00pm Wake Forest @ Notre Dame
11:30pm-12:30am Host & Musical Guest Selena Gomez
8:00pm-11:00pm Dallas Cowboys @ San Francisco 49ers
Sample weekend schedule, not an actual schedule
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SNF SCHEDULE
in Primetime for 12 consecutive years
23/24 SNF SCHEDULE
See Background and Methodology
SNF Offers the Most Match-ups With the Best Teams and Players
Ratings lifts compared to NFL games without mentioned team/player
+23%
Games with at least 1 Playoff team
18 games 16 games 9 games
+16%
games with at least 1 former All-PRO QB
12 games 7 games 6 games
+28%
Games with 2 playoff teams
10 games 7 games 5 games
+15%
games with at least 1 former MVP
5 games 4 games 4 games
Peacock’s Biggest Season Yet: With Two Exclusive Primetime Games
Week 16 Dec 23 NBC’S FIRST PEACOCK-EXCLUSIVE NFL GAME
Playoff Teams
TWO
ALL PRO
QB
Jan 23 WILD CARD SATURDAY NIGHT: NBC’S FIRST PEACOCK EXCLUSIVE NFL PLAYOFF GAMe
Peacock content on respective wild card game days
most-streamed NBC NFL Wild Card games on record
2
Click each game for stats on the matchup
September
Kansas City Chiefs
AT
Detroit Lions
NFL KICKOFF / SEPT 7
PLAYOFF APPEARANCE
STAR QUARTERBACKS
STANDOUT TEAMS
KEY PLAYERS
CLICK FOR THE STATS
Platforms:
New York Giants
Dallas Cowboys
week 1 / Sept 10
TOP-NOTCH PLAYERS
Las Vegas Raiders
Pittsburgh Steelers
week 3 / Sept 24
New England Patriots
Miami Dolphins
week 2 / Sept 17
Philadelphia Eagles
week 7* / oct 22
Buffalo Bills
week 6* / oct 15
San Francisco 49ers
week 5* / oct 8
New York Jets
week 4 / oct 1
OCTOBER
Los Angeles Chargers
Chicago Bears
week 8* / oct 29
Seattle Seahawks
Thanksgiving
Denver Broncos
Minnesota Vikings
week 11* / nov 19
week 10* / nov 12
Cincinnati Bengals
week 9* / nov 5
NOVEMBER
Baltimore Ravens
week 12* / nov 26
Green Bay Packers
week 17* / DEC 31
week 16** / DEC 23
Jacksonville Jaguars
week 15* / DEC 17
week 14* / DEC 10
week 13* / DEC 3
DECEMBER
week 18* / Jan 7
JANUARY
All games 8:20P unless otherwise noted *Possible Flex Week **4:30PM Kickoff
Download the schedule
To Be Determined
4:30PM ET on:
Los angeles Chargers
8:00PM ET Prime Exclusive:
Double Header
Source: Nielsen, PL+SD Data Stream, HH Ratings across nationally broadcast NFL games on NBC/FOX/ESPN/ABC, 2015-2022 (excl. 2020)
MIAMI DOLPHINS
Jan 13
houston texans
cleveland browns
JAN 14
DETROIT LIONS
LOS ANGELES RAMS
KANSAS CITY CHIEFS
mIAMI DOLPHINS
DIVISIONAL / JAN 21
TAMPA BAY BUCCANEERS
SUPER WILD CARD WEEKEND
3:00PM ET on:
2023 college football on nbc schedule
CFB SCHEDULE
PSU
WVU
WEEK 1
Platforms
Sat, Sep 2
Team 02
Team 01
Sun, Sep 3
WEEK 2
prime
3:30-7pm
WEEK 3
Sat, Sep 3
3-7pm
12-3:30pm
*Primetime games = 7:30-11pm **All games on Saturday unless otherwise noted
31 premier games this fall
44%
of B1G viewers do not watch Notre Dame football
Big Ten and Notre Dame on NBC: Superserving College Football Fans
An incremental audience
24.3M
Avg P2+ Weekly Viewers, ND + B1G Combined
+80%
lift over ND alone (2021-22 seasons)
24%
lift for B1G games in primetime that had an afternoon CFB game preceding it
Better together
August
AUG[CEROS OBJECT] 26
united stateS naval Acedemy
Sat Aug 26 2:30-6PM
Notre Dame
TENNESSEE STATE UNIVERSITY
Sat SEP 2 3:30-7PM
CENTRAL Michigan UNIVERSITY
Sat SEP 16 3:30-7pm
THE OHIO STATE UNIVERSITY
UNIVERSITY OF SOUTHERN CALIFORNIA
WAKE FOREST UNIVERSITY
Sat OCT 28 3:30-7PM
UNIVERSITY OF PITTSBURGH
Sat NOV 18 3:30-7PM
WEEK 4
WEEK 5
WEEK 6
WEEK 7
WEEK 8
WEEK 9
WEEK 10
WEEK 11
WEEK 12
WEEK 13
Prime
9/2-3
Prime (SUN)
9/9
9/16
9/23
9/30
10/7
10/14
10/21
10/28
11/4
11/11
11/18
11/24-25
lift overND alone (2021-22 seasons)
7 GAMES
ACROSS NBC and Peacock
Ohio State and Michigan
50%
lift in viewership outperforming broadcast CFB Average
A SEASON OF CAN’T-MISS MATCH-UPS FEATURING THE BIGGEST TEAMS IN THE CONFERENCE
#1 #2
Ohio State and Michigan are among the largest fanbases in CFB
&
*
4x8
four top-15 schools feature a total of eight times through Week 4
9x
Top 20 schools will feature through week 4
TOP 8
B1G schools make up half of the top 8
ESPN’s SP+ top-25 rankings
Source: Nielsen, L+SD Data Stream, 2022 CFB regular-season, across ABC, CBS, FOX, and NBC) Source: MarketCast, Custom NBCU Research Study, October 2022 Source: https://www.si.com/fannation/college/cfb-hq/ncaa-football-rankings/college-football-rankings-2023-georgia-sp-top-25-poll
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SNF WEEKLY RATINGS
Download
ND on NBC overview deck
Big Ten Overview Deck
CFB on nbc Weekly ratings
+24%
Sat Aug 26 2:30pm (Ireland)
Sat SEP 2 3:30pm
Sat SEP 16 2:30pm
Sat nov 18 3:30PM
Sat oct 28 3:30-7PM
Michigan
East Carolina
Noon
9/2
Penn State
West Virginia
Delaware
Maryland
Charlotte
Michigan State
Washington
5pm
Purdue
Syracuse
3:30pm
PURDUE
Illinois
iowa
Wisconsin
Rutgers
noon
IOWA
MINNESOTA
MICHIGAN
Ohio State
Iowa
Minnesota
North- western
NEBRASKA
MARYLAND
nebraska
11/24
friday prime
Schedule subject to change. Dynamic flex scheduling begins Week 4. Final schedules will be confirmed 12 days in advance of each week.
TOP 13
schools featured 9x through Week 4, more than either ABC, CBS, or FOX"
FEATURING TWO OF THE MOST ICONIC TEAMS IN CFB
+50%
lift in viewership in games featuring either Ohio State or Michigan
TOP 2
OHIO STATE (#3) AND MICHIGAN (#2) HAVE THE TWO LARGEST FANBASES among B1G Schools
four top-15 schools featureD a total of eight times through Week 4
Top 20 schools will be featureD through week 4
A SEASON OF CAN'T-MISS MATCH-UPS
B1G Schools Plus USC make up four of the top 7 teams in the preseason AP Top 25
Comparing against broadcast CFB average
7x Across NBC and Peacock
Source: Nielsen, L+SD Data Stream, 2022 CFB regular-season, across ABC, CBS, FOX, and NBC) Source: MarketCast, Custom NBCU Research Study, October 2022
Rankings based on 8/14/23 AP Poll
How Streaming Has Changed The Game
INSIGHTS
Incredible Growth in Share of Audience Coming From Streaming
Growing across both linear and digital metrics, Sunday Night Football remains an anomaly in the television landscape
18.2M
18.7M
843K
1.2M
19.1M
19.9M
+4%
TV: Avg Viewers
Digital: Avg Minute Audience
PAST Editions
FEBRUARY
MARCH
APRIL
MAY
JUNE
2022
2021
Source: Nielsen Live+SD Data (linear); Adobe Analytics, NBCS Digital + Peacock streaming (digital)
318K
2018-19
2019-20
2020-21
2021-22
2022-23
+9%
-64%
-21%
459K
+68%
-43%
+18%
575K
+107%
+32%
+51%
+187%
+14%
+142%
+234%
+30%
+155%
% Lifts vs.
Streaming Audience NOW Outperforms Competitive Linear Sports
Source: Nielsen Live+SD, P2+, Nationally broadcasted games only from the following nets: NCAA – ABC, ESPN, ESPN2, ESPNU, FOX, FS1, FS2, BTN, CBS NHL – NBC/NBCSN for '18-'19 to '20-'21, ABC/ESPN/TNT for '21-'22 to '22-'23 MLB – ABC, ESPN, ESPN2, FOX, FS1, TBS
38%
62%
20%
27%
53%
66%
15%
19%
OTT: 32% Mobile: 63% Desktop: 5%
OTT: 42% Mobile: 51% Desktop: 7%
OTT: 74% Mobile: 20% Desktop: 6%
PEACOCK & CTV'S GROWING ROLE IN FOOTBALL STREAMING (SNF)
Source: Adobe Analytics, Peacock Internal Data NFL platform from 2020-22 includes Oath & Yahoo
How Peacock Has Changed the Game
Peacock introduced to marketplace
2020
Peacock first utilized in SNF distribution
First ND game exclusively streamed on Peacock
1x exclusively streamed ND game
12x exclusively streamed games
NFL: 2x exclusive
ND: 1x exclusive
B1G: 9x exclusive
Poised for Streaming Success in 2023 Season
Sources: Peacock Internal Data, Adobe Analytics, YouGov NBCU Sports Streamers Study
Sources: Age/Affluence - YouGov NBCU Sports Streamers Study.
FOOTBALL STREAMERS ARE THE MVPs
overindex in primary decision makers
Exposure to multiplatform SNF/FNIA campaigns drove strong lifts throughout the purchase funnel:
YOUNGER AND MORE AFFLUENT
More Affluent
Leaned-In To Ads
TOTAL
TAD growth
14%
vs. competitive NFL streamers
+20%
vs. competitive CFB streamers
+61%
+33% digital growth
CLICK TO EXPLORE
2023
+11%
+39%
HHI $150K
HHI $100K
Ad Awareness
Brand Opinion
Consideration
+13%,+7%
+7%, +3%
+10%, +6%
4X
In the span of five years, SNF digital share of Total Audience Delivery (TAD) has grown
AMA
403K
756K
301K
351K
464K
866K
drove
of all signups/reactivations /upgrades to Peacock during 2022 season, +41% YOY
B1G Streamers are
more likely to subscribe to Peacock vs. gen pop
103K AMA, +25% YOY
2022 Was Most-Streamed ND Season Ever
Most watched NFL property among sports streamers, over
+34%
+54%
Most-Watched CFB property among sports streamers, over
Past two Peacock exclusive games averaged
+3%
+43%
+177%
+85%
+123%
+217%
262K AMA
GET YOUR BRAND INVOLVED WITH A HISTORIC FOOTBALL SEASON
Dec 23 Week 16
Sep 16
Jan 23 Wildcard Saturday Night (TBD match-up)
2023 Exclusive Match-Ups
CENTRAL Michigan
VS
Notre dame
NBC Sports strikes 7-year broadcast rights partnership agreement with B1G, with Peacock-exclusive games playing a B1G role
NBC renews NFL broadcast rights agreement through 2033, with Peacock-exclusive games kicking off in 2023
NBC Sports Streaming Reaches a Younger, More Affluent Audience
SNF PEACOCK EXCLUSIVE GAME OPPORTUNITY
The Impact of Streaming on NBC's Football Consumption
*Dynamic Flex Scheduling used for Big Ten weeks 4-13, schedule TBC 12 days in advance
P18-34 and making $100K+
12pm
OTT 32%
OTT 42%
OTT 74%
Targeted Streaming Buys Drive Bigger Brand Impact
+13%
Awareness
+7%
+10%
SNF & FNIA Multiplatform Viewing vs Control
Percentage of Live Minutes Streamed by Platform
July
october
STreaming
WOMEN VIewers
Holiday
holidays
Sunday Night Football Viewership Remains Steady Amidst a Challenging Linear Landscape
Sunday Night Football Dominates Primetime Among Women
They're Tuning Into More Football Than Ever Before
FOOTBALL WINS WITH WOMEN
Making Up 13 of Top 15 Telecasts Among W2+ During Q4 2022
More Likely to Be Interested in the NFL
Lift in Women who watched 10+ NFL games
+12%
More Likely to Be Interested in CFB
+17%
Lift in Women who watched 10+ CFB games
+2%
W2+ TAD
-13%
Competitive Cable Lifestyle W2+ Avg Viewership
-8%
Competitive Broadcast Prime (Non-Sports) W2+ Avg Viewership
The Female Football Viewer: A More Valuable Consumer
W2+ SNF, B1G, and ND Viewers vs. Competitive Cable Lifestyle Viewers
+22%
More Likely To Have HHI of $100K+
+27%
More Likely To Have a Post-Graduate Degree
+19%
More Money Spent On Consumer Products
Adding Football to Media Plan Adds Reach, At A More Efficient Cost
Source: Nielsen Media Impact, Q4’22 (9/26/22-12/25/22), Full Brand Media Plan with vs. without SNF vs. SNF and ND
With SNF Added
49.5M
16.5M
66.0M
+3.4M
reach
Notre Dame Reach
Sunday Night Football Reach
With SNF & ND Added
47.1M
2.8M
66.4M
62.6M
Original Q4 Media Plan
-4%
Cost per Reach Point
+3.8M
-6%
Competitive Linear Reach
Women Score Out-Sized Impact For Brands
+33%
Sponsorship Association
W18+ SNF Exposed vs. Control
SNF Adds Reach, CFB Brings a B1GGER Lift
+21%
Brand Memorability
W18+ SNF Viewers vs. Competitive Cable Lifestyle
Message Memorability
Backed By The Power Of NBCUniversal, On Her Turf Shines A Light On Women Changing The Game
NBC Sports’ dedicated multi-platform brand that aims to inspire, entertain and empower through stories of women breaking boundaries in sports.
Amplified Across NBCUniversal’s Biggest Properties
Football For All Presenting Sponsorship
Game 6
W18+ Viewers in 2022 vs 2021
YOY Viewership Changes
9 in 10
Surround Premier Football on NBC Telling the Empowering Stories of Women across the NFL and Big Ten
Female TV Viewers Watched Sports Within The Past Year
13
15
of
10
THE POWER OF WOMEN & SPORTS
Your brand can reach women at scale and more effectively when advertising across NBC Sports
FOOTBALL FOR ALL
Surround the empowering stories of women across the NFL and College Football
ALIGN YOUR BRAND WITH WOMEN CHANGING THE GAME
SPORTS ARE A MAJOR PART OF WOMEN’S LIVES
The Most wonderful time of the year for shopping
the more NBCU content, merrier holiday sales
the most critical time of the year for shopping
FOOTBALL IS A CENTERPIECE OF THE HOLIDAY Season
MORE LIKELY TO HAVE A HHI OF $100K+
MORE LIKELY TO buy holiday gifts
last year scoreD the most-watched nfl thanksgiving weekend on nbc since 2015
football is the main event of thanksgiving weekend
primetime network during the holidays
Winning in the most wonderful time of the year
~40%
of total 2023 retail ad spend is estimated to come in q4
of Retail brands only advertised in q4'22
Stacked Thanksgiving football lineup
Scale
Communal Viewing
8 of the Top 10
Most-watched programs
P2+ viewers per household
nbc delivered holiday cheer with expanded 2022 christmas line-up
First-Ever Christmas Day NFL Triple-Header Pays Off
+6.3X
P2+ Viewers Across All NFL Networks vs. NBA Traditional Five-Game Slate
SNF Outperformed Competitive Games
Viewership Per Household vs. NFL Season Average
+35%
BRAND RECALL
+55%
MESSAGE RECALL
In Viewership
& Impact
This Year, nbc and peacock are taking christmas football to the next level
get in the holiday spirit with Football on nbc & peacock
Holiday Opportunities
Peacock Exclusive Game Opportunities
games with 2 NFL Playoff Teams score
games with a top 12 ranked team score
games with an all-pro qb score
+28% ratings
+135% viewers
+16% RATINGS
11/23
11/26
The 10th Program
vs
Games Featuring A Playoff Team Score +23% Ratings
SNF Season-to-Date Average Minute Audience, +31% YOY (1.8M)
vs games without
4:30PM ET
8PM ET
First-Ever Peacock Exclusive NFL Game
month of the year: november 2022
during the 2022 thanksgiving weekend were football
during 2022 thanksgiving weekend football games vs non-holiday football average
57M
p2+ reach +8% YOY
attention index
likelihood to search
Most-watched week ever
2022 Thanksgiving Game on NBC vs. CBS/FOX Thanksgiving Games
of NBC Thanksgiving viewers Did Not Watch CBS or FOX Thanksgiving games
Month of the year for nbc sports: november 2022
MORE LIKELY TO SHOP ON BLACK FRIDAY
MORE LIKELY TO SHOP ON CYBER MONDAY
reaching shoppers that are ready to spend
have a
hhi of $100K+
+26%
Spend
$100+ On holiday gifts
+8%
spent in Past 6 months
$1K Online Shopping
NBC Football Viewers vs COmpetitive football viewers
DEC 31
11/22
11/29
12/14
12/11
12/3
COUNTDOWN
p2+ Reach
more Engaged viewers yield greater brand impact
11/19
12/10
12/23
12/7
12/17
DECEMBER 23RD DOUBLEHEADER
Reaching shoppers that are ready to spend
12/31
Football festivities continue into the new year
8:20PM EST
4:30PM EST
TBD
Jan 7
Jan 14
Jan 20
first-ever exclusively streamed nfl playoff game
Source: Nielsen Media Research, Live+SD, P2+ Reach, (Holiday Season = 11/23/22-1/1/23), (Nov’22 evaluated within 12-month period from Nov’22 – Oct’23).
Source: Nielsen Media Research, Live+SD, P2+, 2022 Thanksgiving Program Ranker (11/24/22-11/27/22), & P2+ Viewers per Viewing Household, 2022-23 NFL season.
NFL Schedule Insights Source: Nielsen Media Research, L+SD, HH Ratings, Nationally broadcast NFL games on NBC/FOX/ESPN/ABC, 2015-2022 (excl. 2020) CFB Top-12 Ranked Teams Insight Source: Nielsen Media Research, L+SD, P2+, 2023 Season through Week 9, Broadcast Prime CFB (ABC/CBS/FOX/NBC), Rankings based on AP Poll at time of game
Sources: Nielsen Media Research, L+SD, P2+, Christmas Day 2022 - NFL on NBC/CBS/FOX vs NBA games. MarketCast TVBE, P18+, Christmas Day 2022, NFL on NBC vs CBS/FOX NFL.
Sources: MRI-Simmons, 2023 July Sports Fan Study. YouGov Profiles, 2023-10-15. Attention – iSpot, 2022 Thanksgiving games on NBC, CBS, FOX 11/24/22. Search – EDO, Thanksgiving games on NBC, CBS, FOX 11/24/22.
Sources: Reach & Duplication – Nielsen Media Research, L+SD, P2+ Reach based on 1+ min qualifier, 11/24/22-11/27/22 NBC NFL, 11/24/22 NBC/CBS/FOX NFL Duplication Report. Peacock – Adobe Analytics.
Source: Nielsen Media Research, L+SD, HH Ratings, Nationally broadcast NFL games on NBC/FOX/ESPN/ABC, 2015-2022 (excl. 2020) Digital Source: Adobe Analytics, NBCU Internal Metrics