The big shows last night on TV were football and Bill Clinton. The NFL regular season kicked off on NBC (8.7/23) as the Dallas Cowboys beat the defending Super Bowl champs the New York Giants. However, it wasn’t all touchdowns — this year’s 8:30-11 PM ET opener was down 15% from the 10.2/27 fast nationals of last season’s September 8 opener. Nonetheless, the Cowboys-Giants game dominated the night, pulling in 21.81 million viewers and leading NBC to the nightly win in total viewers and adults 18-49. The network’s 8:30 PM NBC Sports NFL Kickoff (5.5/17) was also down from last year, falling 14% from the 6.4/21 of last September 8.
Because of football, NBC did not cover former President Clinton’s much-anticipated speech at the Democratic National Convention, but ABC and CBS did. Both networks earned a 0.9.2 in that 10-11 PM ET slot, virtually flat with the comparative night at the 2008 convention. Based on fast affiliates estimates, the numbers for the networks’ live coverage of the DNC and NBC’s NFL game are likely to change later today.
CBS also had Big Brother (2.1/6) last night. The reality show was down 9% from last week. On Fox, it was a two-hour So You Think You Can Dance (1.4/4), down 7% as it cut to four finalists heading toward the season finale September 18. Otherwise, ABC ran repeats with The Middle (1.1/4), Suburgatory (0.9/2), Modern Family (1.3/3) and another Suburgatory (1.0/3). CBS had an encore of Criminal Minds (1.2/3) at 9 PM.
Deadline's Dominic Patten - tip him here.


The NFL is piquing. The league’s over-exposure will show more and more in the ratings as people grow tired of relentless ‘this is the biggest game ever!’ marketing.
The NFL culture is becoming fad-like, too, and this will hurt it’s ratings in the long run. Tribal tattoos and over-sized football jerseys on fat guys is not a look for the ages.
Consider that the growth of the NFL is greatly due to fantasy football and giving an excuse for people to pig out on fatty foods, well, it’s not a sustainable model. The games’ ratings will go up and down as opposed to up, up, up as we’ve seen.
Last season’s opener was on Thursday, hence the difference in ratings.
It is hard to argue that any sport (domestically) competes with the NFL in terms of viewership and fan commitment. I don’t see that ending anytime soon. 16 games in a footballs seasons vs 162 in baseball, 82 in basketball. Each football game is important. Each football game is an event. The fans have to watch each game and they HAVE to watch it live. That is why it is one of the few TV events that can still be accurately rated by the antiquated Nielsen system. NFL games accounted for 23 of the 25 most-watched TV shows among all programming and the 16 most-watched shows on cable last fall. It is more than a fatty fad, my friend. The season opener was down 15% last night over last year because the baby boomers didn’t know you could record Bill’s speech or watch the abbreviated version at 10.
the NFL made a mistake in insisting that it’s season opener begin at 8:35 P.M. EDT after a full-hour pre-game show.
The game should have kicked-off at 7:05 P.M. EDT, which would have allowed NBC to carry about an hour of live convention coverage.
To the first comment: I am not saying there is not an over doing it point but the NFL is not there. Last season was its highest rated ever. Because the season is only from now until Feb people are hungry for it.
Last season was the highest rated NFL season of all time. Interest is not dying off any time soon.