Why did the NFL hand the Rams-Bears divisional playoff game to NBC, breaking with tradition? It's a decision that has stirred up quite a bit of conversation, and it all boils down to viewership, partnerships, and a little bit of Super Bowl strategy.
Fresh off the heels of a record-breaking Packers-Bears wild-card game on Prime Video – the most-streamed NFL game ever – NBC is now set to broadcast the Rams-Bears divisional-round game on Sunday. Now, NBC is no stranger to playoff games, thanks to their usual 'Sunday Night Football' slot. But here's the twist: this game is slated for the 5:30 p.m. Sunday time slot, a window traditionally reserved for CBS and Fox. Sunday late afternoon games consistently pull in the biggest audiences. Just look at the 49ers-Eagles wild-card game, which snagged a whopping 41.1 million viewers, making it the most-watched wild-card game since 2022.
So, how did NBC snag this coveted spot? According to NBC Sports president Rick Cordella, the NFL makes all the calls. "All decisions on who gets what window and what matchup is the NFL," Cordella explained. "We certainly let them know our preferences. We sort of campaign for certain games. But at the end of the day, it comes down to what the [NFL] decides." In other words, NBC lobbies hard, but ultimately, the NFL holds all the cards.
It's safe to say NBC is thrilled with the decision, both nationally and locally. Just as Fox 32 benefited from carrying the Bears game last week, NBC 5 in Chicago is poised to cash in. To keep viewers glued to their screens after the game, NBC 5 will air "Playoff Extra," hosted by Alex Maragos and featuring football analysts Dave Wannstedt, Charles Tillman, and Jim Miller.
"I think everyone here at NBC can tell you exactly where they were when they found out that we were going to get the Bears game," said Kevin Cross, NBC Chicago president and general manager. "There are few things that move the needle like the NFL, and there are even fewer things that move the needle like a Bears game on your air."
NBC 5 already had a taste of Bears fever this season, broadcasting a nail-biting 42-38 loss to the 49ers on December 28th. That game pulled in a 25.6 Nielsen household rating in the Chicago market (approximately 937,000 households), making it the Bears' third-highest local rating of the season and one of NBC 5's top-rated events all year.
The NFL's decision to give NBC the Rams-Bears game was a strategic one, balancing game distribution among its broadcast partners and building momentum for NBC's upcoming Super Bowl broadcast. Last week, NBC aired the Chargers-Patriots game, which drew the second-lowest viewership in the wild-card round at 28.9 million viewers. The league likely saw the Rams-Bears matchup as a bigger draw to boost their overall numbers.
The NFL typically waits until after the Monday night wild-card game to announce the divisional-round schedule. Had the Steelers defeated the Texans, there was a possibility of a Steelers-Patriots divisional game in that 5:30 p.m. Sunday slot, though it might not have necessarily landed on NBC. Conversely, had the Steelers pulled off a narrow victory and Aaron Rodgers struggled in the Packers game, the Packers game might have ended up in the 2 p.m. Sunday slot on ABC and ESPN.
But here's where it gets controversial... Some fans and analysts have argued that the 49ers-Seahawks game, scheduled for 7 p.m. Saturday on Fox, should have been swapped with the Rams-Bears game. The reasoning? The 49ers played on Sunday and now face a short week. And this is the part most people miss... While playing on Saturday after playing on Sunday isn't unheard of in the NFL playoffs, the quick turnaround arguably puts the 49ers at a disadvantage. This situation is mirrored in the AFC with the Bills. However, the league likely deemed the Rams-Bears game as having broader national appeal than the 49ers-Seahawks matchup.
Ultimately, these are business decisions driven by maximizing viewership, not necessarily accommodating the teams' schedules. It's a harsh reality, but the NFL is a multi-billion dollar entertainment machine.
Beyond the NFL drama, Marquee Sports Network will provide live coverage of the Cubs Convention starting at 5 p.m. Friday and resuming at 9 a.m. Saturday. The Score will also broadcast from the convention from 2 to 6 p.m. Friday and 9 a.m. to noon Saturday.
Meanwhile, the Big Ten Network will be in Miami to cover the College Football Playoff championship between Indiana and Miami on Monday. BTN will air pregame coverage from 9 to 11 a.m. and 4 p.m. to kickoff at 6:30. ESPN holds the broadcast rights for the game itself.
What do you think? Was the NFL right to prioritize viewership over the 49ers' potential disadvantage? Should team schedules factor more heavily into these broadcast decisions? Chime in with your thoughts in the comments below!
