Nielsen Metrics Boost NFL Viewership; WNBA Focuses on Revenue Share

Deep Dive

The SBJ Morning Buzzcast begins by discussing record-breaking NFL Thanksgiving Day viewership. The Dallas Cowboys versus Kansas City Chiefs game on CBS drew 57.2 million viewers, establishing a new regular-season record for the league and significantly surpassing the previous record of 42.1 million set in 2022. Host Josh Carpenter, filling in for Abe Madcourt, notes that a primary driver for this increase is Nielsen's implementation of 100% out-of-home measurement this season, a change more impactful than the introduction of big data metrics in September. The source highlights that last year's out-of-home measurement was only at 65%, illustrating the effect of the new metrics. The viewership for the Cowboys-Chiefs game exceeded all but one AFC Championship game since 1975, trailing only last year's Bills-Chiefs AFC title game by a small margin. This viewership surge positions CBS for its best NFL season since 1998. The podcast also reports that Fox garnered nearly 48 million viewers for the Green Bay Packers' win over the Detroit Lions, marking a record for that particular Thanksgiving window, with a peak viewership of 58 million. NBC's broadcast of the Cincinnati Bengals versus Baltimore Ravens game on Thanksgiving night attracted 28.4 million viewers, also a record for its time slot. The source concludes that these new Nielsen metrics are substantially boosting sports viewership numbers, particularly for the NFL in 2025.

The discussion then shifts to the ongoing Collective Bargaining Agreement (CBA) negotiations between the WNBA and its players. According to SBJ's Tom Friend, the WNBA presented an offer that would allocate approximately 15% of league and team revenue to players. In response, the players' union submitted a counter-proposal requesting around 30% of revenue. While some sources did not confirm the exact 30% figure, they indicated that the core issue for both sides is the structure of revenue sharing, rather than the projected salary figures that were publicly released. The league's offer included a guaranteed 2026 maximum salary of $1 million, with revenue sharing potentially increasing the total maximum to $1.2 million or more. Projected average salaries were stated to be $500,000, with a minimum salary of $225,000 and a salary cap projected to rise from $1.5 million in 2025 to $5 million in 2026. However, sources familiar with the talks emphasize that the players' union's primary concern is the league's proposed revenue share system, which, after expenses, could reduce the players' share to 15% or less. The source reiterates that talks are ongoing.

Next, the podcast briefly touches on college football, specifically the ACC Championship game between Duke and Virginia. The source notes that this matchup, while not considered the most compelling on paper, carries significant College Football Playoff (CFP) ramifications. This is contrasted with the Big Ten Championship between Ohio State and Indiana, and the SEC Championship involving Georgia and Alabama, where the participants are largely expected to make the CFP regardless of their game outcomes. In the ACC, however, the source suggests that an upset win by Duke over Virginia could result in the ACC being excluded from the CFP, with teams from the American or Sun Belt conferences potentially being favored instead. ACC Commissioner Jim Phillips defended the conference, stating his belief that an ACC school would still qualify for the CFP regardless of Saturday's outcome. Phillips specifically mentioned a Duke ACC Championship team and Miami, with their record and wins over top-25 teams, as potential CFP candidates. The source acknowledges these points but suggests that the conference being left out of the CFP again would be a significant setback, recalling the instance where an undefeated Florida State was excluded from a previous four-team CFP in favor of a one-loss Alabama team.

The discussion then moves to the launch of the Space City Home Network, SCHN Plus, by the Houston Astros and Houston Rockets. This new direct-to-consumer (DTC) streaming app makes their games available to fans. The Rockets' initial stream occurred on December 4th against the Sacramento Kings, while the Astros plan to debut the app during their 2026 spring training games. The service costs $19.99 per month or $199 per year and expands the teams' reach to 100% of their Texas, Louisiana, Arkansas, and Oklahoma markets, along with nine counties in New Mexico. The source indicates that the DTC streaming route is a growing business, accounting for over 20% of local viewership for MLB teams and about 15% for NBA teams last season, with projections for these figures to increase to 30-50% in the near future. An additional benefit of streaming highlighted is its appeal to younger demographics, which in turn attracts more advertisers.

Finally, the podcast briefly mentions the Monster Energy S M X World Championship, describing it as a showcase for elite off-road motorcycle racers in high-flying stadium competitions. It notes the 2026 season and names riders such as Jet Lawrence, Cooper Webb, Hayden Deegan, and Jo Shimoda. Fans are encouraged to learn more at Supermotocross.com.