Outside of their exceptional talents and impressive net worths, Josh Allen, Patrick Mahomes, Lamar Jackson, and Joe Burrow all compete in the NFL’s highly competitive AFC. This shared division is significant, especially in the context of NFL TV scheduling, which was fully revealed on Wednesday night. These star quarterbacks are crucial for the NFL, as they are the primary draws for viewers and what the league’s media partners prioritize when scheduling live pro football games.
Mike Mulvihill, head of insights and analytics for Fox Sports, plays a pivotal role in determining the NFL schedule. His responsibilities include identifying which games will yield the best viewership for the network. Throughout the year, networks engage in ongoing discussions with the NFL regarding scheduling. Mulvihill noted that Fox has altered its approach this year, seeking more AFC games despite traditionally focusing on NFC matchups.
Mulvihill explained, “We talked a lot with the league about the idea that ‘cross-flex’—the policy allowing NFC games to air on CBS and AFC games on Fox—needed to be more balanced. The AFC has improved significantly, and we were receiving better NFC games than we were getting from the AFC. It became a bit imbalanced.” The league responded positively to Fox’s request for the 2025 season, allowing Fox to air a high-stakes Week 14 game between the Bills and Bengals, featuring Allen and Burrow.
In addition to seeking more AFC games, Fox requested greater diversity among the teams featured in the late-afternoon 4:25 p.m. ET time slot. Historically, the network has heavily relied on the Dallas Cowboys during this prime time. However, Mulvihill noted that this year’s schedule will include a wider variety of teams. “Only three of our 4:25 p.m. games involve the Cowboys, compared to five or six in previous years. We aimed for a better mix, including more teams like the Eagles and Lions,” he said.
The NFL has also strategically scheduled significant games, including a matchup between the Chiefs and Cowboys on Thanksgiving Day, airing at 4:25 p.m. ET on CBS. This game is anticipated to draw record viewership, potentially surpassing the previous Thanksgiving viewership record set in 2022 when 42.1 million viewers watched the Cowboys defeat the Giants. With improvements in viewership data collection, the Chiefs-Cowboys game could attract up to 50 million viewers if it remains competitive into the final quarter.
In addition, NBC is expected to set a Thanksgiving viewership record with a primetime game featuring the Ravens and Bengals. As shopping habits shift towards online platforms, this change could lead to increased viewership for Thanksgiving Day matchups.
The NFL has strategically front-loaded its schedule to maximize viewership early in the season. This includes high-profile games such as the season opener with the Cowboys at Eagles. Mulvihill remarked, “The league is focusing on delivering compelling matchups early in the season to ensure all media partners start strong.”
Both CBS and ESPN are prioritizing games featuring star quarterbacks like Mahomes and Allen. CBS President David Berson emphasized, “We love being ‘the home of the AFC’ and showcasing young superstar quarterbacks who define this era of the NFL. Fans can’t get enough of these players.”
ESPN has also revamped its scheduling approach, aiming to feature more impactful games earlier in the season. VP of Programming Tim Reed stated, “Our goal is to play doubleheaders early in the season when games carry more significance.”
2025 marks a significant year for the NFL as it ventures into exclusive streaming, with a game between the Chiefs and Chargers set to be streamed live on YouTube. This game represents a new frontier for the NFL, highlighting the importance of digital platforms in the future of sports broadcasting.
Moreover, the NFL is expanding its international reach, with games scheduled in cities like London and Madrid. While the matchups may not be the most thrilling, the locations offer unique opportunities for fan engagement.
As the NFL navigates its scheduling landscape, the focus remains on maximizing viewership through strategic matchups, diverse team representation, and innovative broadcasting methods. With star quarterbacks leading the charge, the league continues to evolve, promising an exciting future for fans and media partners alike.
