Cowboys Save NFL From Ratings Disaster, With Super Bowl in Sight

Dallas played in five of six most-watched NFL games in 2016
Fans return to compelling season after presidential election

Dak Prescott #4 of the Dallas Cowboys passes the ball against the Philadelphia Eagles at Lincoln Financial Field on Jan. 1, 2017 in Philadelphia, Pennsylvania.
Photographer: Mitchell Leff/Getty Images

Provide news feedback or report an error

Confidential tip?

Send a tip to our reporters

Site feedback:

Take our Survey

By Gerry Smith and Christopher Palmeri

January 4, 2017 at 4:27 PM UTC

This article is for subscribers only.

As NFL ratings have recovered from steep losses, the league and TV networks can thank one team in particular for helping to salvage the season: the Dallas Cowboys.

Through week 16, five of the six most-popular games featured “America’s Team” and its rookie stars, rushing leader Ezekiel Elliott and quarterback Dak Prescott, according to ESPN. In the second half of the season, the Cowboys averaged 23.7 million viewers -- more than last year’s World Series (23.4 million) and NBA Finals (20.2 million), according to data from Fox, which carried Dallas games the most. Late-season games showed double-digit gains.