The Cowboys-Chiefs game on Thanksgiving —which was hailed as a “dream scenario” for the NFL and CBS — attracted an average of 57.2 million viewers, by far the largest audience ever to watch a regular-season NFL game.
The viewing audience easily eclipsed the previous record of 42.1 million who watched the 2022 Thanksgiving game between the Cowboys and Giants.
The audience for this year’s game peaked with 61.357 viewers, according to CBS.
This year’s Thanksgiving matchup, which the Cowboys won, 31-28, was widely expected to be ratings gold because it had all the trappings of a must-see affair.
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On one side of AT&T Stadium was America’s Team, while on the other side were the Chiefs, who have become AFC’s version of America’s team during the Patrick Mahomes’ era. It is also partially the era of Taylor Swift, whose relationship with tight end Travis Kelce has enabled the franchise to transcend the traditional sports audience.
It helped that the game, close to an elimination game for both teams, was decided in the final minutes, with the Cowboys breathing life into once far-fetched playoff hopes.
What’s more, there was another element that was expected to bolster viewership figures: Nielsen’s new Big Data + Panel methodology better accounts for out-of-home and streaming viewers.
Broadcaster, and former Dallas Cowboys quarterback, Tony Romo waves to the crowd from the broadcast booth during the second half of an NFL football game between the Cowboys and the Kansas City Chiefs at AT&T Stadium on Thursday, Nov. 27, 2025, in Arlington.
Smiley N. Pool / Staff Photographer
Even though Swift was not in attendance, there was also the considerable entertainment factor, which included the anticipated halftime show by Grapevine-raised Post Malone. His set, nearly 8 minutes, included singles “Wrong Ones” and “I Had Some Help” off that project and a bluesy rendition of older hit “Wow.”
“Post can do no wrong around here. I’m really not exaggerating,” Cowboys owner Jerry Jones said after the game. “Post was a good show. He’s great. The main thing is our relationship with Post Malone is fitting.”
There was little doubt the game would break the NFL regular-season viewership mark. The more interesting question was whether it would top 50 million viewers.
John Kosner, who led digital media at ESPN from 2003-2017 and is president of media consulting firm Kosner Media, believed it would, telling The Dallas Morning News beforehand:
“The Chiefs at Cowboys, in a must-win situation for both teams, playing late afternoon/early evening eastern time on Thanksgiving is a dream scenario for the NFL and CBS. “I see it getting to 50 million viewers — or within margin of error — and becoming the most-watched NFL regular-season game ever.”
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