Fresh off the Los Angeles red carpet for her The Eras Tour concert film, Taylor Swift headed to Missouri on Thursday to cheer on Travis Kelce as the Kansas City Chiefs’ took on the Denver Broncos.
It looks like, once again, the NFL benefitted from her presence at Arrowhead Stadium.
About 13.83M people tuned in to watch another Chiefs victory on Prime Video, which was up 57% from last year’s comparable Thursday Night Football game (8.79M for Commanders vs. Bears). The audience peaked at 15.51M viewers around 9:15 p.m. ET, according to Amazon.
While TNF has been posting gains all season, this is by far the largest year-over-year jump to date. The game now stands as the third most-watched TNF game ever on Prime Video, behind two other matchups this season (15.06M for Vikings-Eagles and 13.92M for Giants-49ers).
Perhaps most telling is the female viewership for the game, which saw an increase similar to what NBC experienced when the network broadcast the Chiefs-Jets game (which Swift also attended). The Broncos-Chiefs game averaged a female audience of 4.92M, which is an increase of +15% over the average female viewership of TNF’s first four games this season.
Female viewership made up 36% of the total audience, compared to about 32% across the previous four games.
In the 18-24 demographic, female viewership soared 29% to 303,000 (up from 234,000 across the last four TNF telecasts). In the 12-17 demo, female viewership was up 19% to 120,000.
But, it’s not all the Taylor Swift effect. Thursday Night Football has been seeing a year-over-year increase in viewership across every game this season. To date, Prime Video is boasting a five-game average of 13.6M viewers, which is 26% increase over last year and 23% higher than 2021. This season’s five-game average is up 42% in total viewers over last year’s full-season average.
In the 18-49 entertainment demographic, the Chiefs-Broncos averaged about 6.41M viewers. According to Amazon, TNF‘s season-to-date median age is 47, which is seven years younger than audiences watching the NFL on linear networks.