The NFL hit a massive 24.9 million viewers for the Ravens-Cowboys showdown in Brazil on Sunday afternoon, but honestly, what gives? That Week 3 thriller, a 34-31 barnburner, set a new bar as the biggest audience for any NFL game not played in the U.S. CBS announced the numbers, and while they are huge, it feels like the league left a lot on the table with this one.
The Brazil Blast That Should Have Been Bigger
You had the Dallas Cowboys, right? America’s Team, stepping onto a South American stage. That is a huge draw, no matter where they play. And the Ravens rolled in with Lamar Jackson, a two-time MVP, slinging it around. This was not some snoozer; it was a 34-31 thriller, going down to the wire on national TV. You literally had everything you could ask for in an international showcase game. It landed in the absolute best broadcast window possible, that sweet 4:25 p.m. ET Sunday afternoon slot, the kind that usually pulls monster numbers for a reason. Even with all that going for it, it felt like it should have been closer to 30 million, not just under 25 million. This was the perfect storm for a viewership record that could have shattered expectations, and it just did not quite get there.
What’s Next on the Global Gridiron
The NFL is not done with its global push, not by a long shot. While the Brazil game showed the potential, the next test is already here. The league is kicking off its annual early-morning European games this coming weekend. We are talking a whopping six 9:30 a.m. ET kickoffs in seven weeks. So much for the pregame shows, right? Those early starts are a completely different animal than a prime Sunday afternoon slot. Can they capture that same energy and audience when most of us are still on our first cup of coffee?
So, while 24.9 million is nothing to sneeze at, it felt like a missed opportunity to truly blow the doors off. The NFL’s international ambitions are huge, and these numbers are their report card. Every one of these global matchups is a test of how far this league can really stretch its reach. Let’s see if the next wave of international games can hit the numbers everyone knows they truly should.
This article was created with AI assistance and published under Seattle On Tap’s editorial standards. See our Editorial Policy.
Originally reported by Pro Football Talk.
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