Media analysts noted a drop in viewership for Fox NFL Sunday and CBS’s The NFL Today, with Fox and CBS experiencing declines after the late-starting London game. The delayed East Coast kick had a ripple effect on traditional pregame programming. Analysts suggested that the longer-than-expected London game compressed or pushed aside the usual pregame audience, citing notable decreases in the early numbers for the network’s pregame shows.
The London contest weathered a chaotic start and a lengthy finish. The kickoff saw a fight involving a few players and a notable 90-yard kickoff return that was nullified by penalties, setting a rough pace for the game. The fourth quarter featured a close sequence, with a missed extra point followed by a late field goal and a dramatic 53-yard kickoff return by Ameer Abdullah. The Jaguars ultimately prevailed 19-17 on a game-ending 57-yard field goal.
Network executives had already observed a pattern: 9:30 a.m. ET kickoffs historically have pulled audiences away from the traditional noon time blocks, and the London game’s duration exacerbated that trend. Fox’s weekend pregame show audience figures had been trending downward in weeks leading up to the London game, while CBS’s studio program also posted declines in several weeks.
In terms of audience reach, the London game did help NFL Network post a strong figure for an international game, drawing a sizable audience that represented a near-record showing for the network’s international slate. The matchup was among the most-watched international games in NFL Network history, even surpassing some of the network’s broader expectations and outperforming the combined numbers for other networks’ pregame programming in that window.
This situation underscores ongoing tensions between the NFL’s expanding international schedule and traditional broadcast lead-ins. The league has signaled continued support for international play, with plans to increase the number of international games beyond 2026. League executives and network partners are weighing how to balance enhanced global engagement with the practical realities of domestic audience continuity during early-morning kickoff times.
Looking ahead, the league has several international games on the calendar that could test audience dynamics further. Weeks 6 through 10 feature additional early starts in London, Paris, Madrid, and Munich, with varying implications for network pregame programming and regional slates. In exchange for these international slots, networks receive marquee inventory in other parts of the schedule, balancing broader exposure with the challenge of aligning viewership across time zones.
Overall, the NFL’s international series remains a focal point for growth, even as it prompts adjustments in traditional broadcast strategies. As the league aims for up to 10 international games beyond 2026 and a long-term target of 16 per year, networks and audiences will continue to navigate the evolving landscape of early-morning kickoffs and cross-time-zone fan engagement.
