Fox’s pursuit of an NFL viewership record will lean on another heated NFC East division rivalry.
The network said as part of its upfront presentation to advertisers Monday in New York that it will air an Eagles-Cowboys game in the late-afternoon window on Thanksgiving Day. That game, leaning into of the league’s most storied rivalries, will seek to exceed the audience average of 57.2 million for last year’s broadcast in that window between the Chiefs and Cowboys on CBS.
That figure set a record as the most-watched regular-season game in NFL history, and is prompting league and network executives to believe there is perhaps no ceiling to what is possible on the U.S. holiday.
Despite winning Super Bowl LIX, the Eagles are not quite the viewership draw of Kansas City, which was involved in four of the five most-watched games in the 2025 regular season. Conversely, the league is continuing a successful push to make its holiday games into major events as much as possible.
Fox and the NFL will also likely have the benefit of an expanded Nielsen methodology for measuring co-viewing within households. A recent pilot program found that the new process generated a 4.2% audience lift during several top events in February, including Super Bowl LX.
