The Cincinnati Bengals just helped CBS have one of its best days since 2016.
Joe Burrow and Co.’s AFC North-clinching win over the Kansas City Chiefs was a massive hit with viewers, earning 18.8 million eyeballs — while airing on just 45 percent of CBS markets.
Granted, some of the booming numbers come from the fact the Chiefs have a big fanbase and are popular pretty much everywhere. The playoff stakes going into the game sure don’t hurt, either.
But here’s the real truth — NFL fans will watch anything if it’s football. Massive bidding wars for what have usually been so-so Thursday night games and otherwise say as much. The NFL tries to loop in big-market teams (how about those “fun” NFC East games that always dominate the scene?), but the numbers say fans just want to see the sport.
It just so happens, though, the Bengals are good now and have an elite quarterback with a great personality. That’s why Burrow’s mic’d up segment is such a hit. It’s why Patrick Mahomes thinks they’ll meet again in the playoffs, too.
Fact is, Burrow’s a nationwide hit from Ohio to Louisiana and beyond. The viewership is going to reflect that for a long, long time. It’s inexcusable the Bengals only really had one primetime game this year — and inexcusable another wasn’t flexed.
Sunday was more proof these Bengals are a hit nationally — so expect to see more of them in primetime very soon. It also sure doesn’t hurt that they’ve got some thrilling opponents on the 2022 schedule.
CBS on Sunday had its best NFL singleheader audience since December 2016, as the Chiefs-Bengals shootout was featured in the Week 17 window (45% of CBS markets got that game).
18.8 million viewers. Was great to watch.
— Austin Karp (@AustinKarp) January 5, 2022
