Green Bay Packers quarterback Jordan Love, second from left, guard Aaron Banks, center, defensive lineman Micah Parsons, second from right, and defensive lineman Warren Brinson, right, eat turkey following their win at the Lions in Detroit on Nov. 27. (AP photo)

The Dallas Cowboys’ 31-28 victory over the Kansas City Chiefs on Thanksgiving Day averaged 57.23 million viewers on CBS, making it the most-watched regular-season game in NFL history.

The early game between Green Bay and Detroit — won by the Packers 31-24 — averaged 47.7 million, making it the second most-watched in league history and the most-watched regular-season game since Fox began carrying the NFL in 1994.

The three games, including the Thanksgiving night matchup between the Cincinnati Bengals and Baltimore Ravens, averaged 44.7 million. That surpasses the previous high of 34.5 million set last season and is the fourth consecutive year the league has set a viewership record on the holiday.

“It’s probably a bigger number than we projected, but again, I think we’re now measuring an audience that wasn’t measured before, which is obviously helpful,” Commissioner Roger Goodell said in an interview with The Associated Press. “We also had great matchups and great games all the way through the weekend. We’re going to have a weekend that will be the most-viewed weekend in the history of the NFL. So we’re thrilled by that.”

Some of the increase can be attributed to a change in the way viewers are counted. Nielsen began using its Big Data + Panel methodology for all events on Sept. 1.

Earlier this year, Nielsen began measuring out-of-home viewers for all states but Hawaii and Alaska, along with including data from smart TVs along with cable and satellite set-top boxes.

Nielsen previously measured just the top 44 media markets, which covered 65% of the country.

“I think some of the work that Nielsen’s did with their initial out-of-home rollout, we saw a big step forward and this next step of capturing the entire country was the next step in that evolution that we think gets to the most accurate view of what our audiences are,” said Hans Schroeder, the NFL’s executive vice president of media distribution. “We still think there’s more opportunity once the big data element gets captured by Nielsen appropriately and captured in a way to reflect our audiences.”

Schroeder also said on a conference call Wednesday that overall ratings are up 6% through the first 12 weeks of the season.

The Cowboys-Chiefs game shattered by 36% the previous league record, which was 42.06 million for the New York Giants-Cowboys game on Fox in 2022. It was also a 47% increase over last year’s late afternoon Thanksgiving game between the Giants and Cowboys (38.84 million).

The audience peaked at 61.36 million for the game’s conclusion.

The previous regular-season mark on CBS was 41.76 million for the 2023 Thanksgiving game between the Washington Commanders and the Cowboys.

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