The NFL completed its hybrid telecast game plan for Thursday Night Football by scoring 52% gains in ratings and viewership, making the 2014 season its best ever with both measures.

Over 16 telecasts, CBS and NFL Network combined to average a 7.6 rating and 12.3 million viewers up from a 5.0 and and 8.1 million for 13 games in 2013, when the contests aired only on the cable network and over-the-air stations in the participating clubs' DMAs.

The format featured CBS and NFL Network simulcasting the first seven TNF matchups, with the pair averaging 16.5 million watchers. The next seven games aired solely on NFL Networks and attendant broadcast stations, with CBS continuing to produced the telecasts and its top on-air tandem of Jim Nantz and Phil Simms calling the action. Last Saturday, Dec. 20, saw NFLN air the Washington-Philadelphia contest, before the duo simulcast the nightcap of the doubleheader, San Diego's come-from-behind win over San Francisco.

Among the season highlights:

*All eight TNF games on CBS/NFL Network during weeks 2-8, and 16 scored as the top-rated and most-watched program on television in primetime for those nights across all networks. In addition, the NFLN simulcast was the No. 1-rated and most-watched program on cable television for weeks 2, 4, 6, and 8.

*All seven TNF primetime games on NFL Network and over-the-air stations (weeks 9-16) were the highest-rated and most-watched program on cable television for each of the Thursday nights they aired. 

*The eight TNF games in 2014 on NFL Network (and over-the-air stations) recorded a 5.2 rating an 11% advance from the comparable six games in 2013, while averagimg 8.5 million viewers, 8% more than last season. 

*The highest-rated and most-watched game on CBS/NFL Network during Weeks 2-8 and 16 was the first TNF game of the season, the Sept. 11 Pittsburgh-Baltimore matchup that registered a 12.7 rating and 20.8 million viewers. That contest followed the then-indefinite suspension of former Raven running back Ray Rice, who was caught on camera knocking out his then fiancee, now wife, in the elevator of an Atlantic City casino.

*The highest-rated and most-watched game on NFL Network and over-the-air stations was the Dec  4  affair between Dallas-Chicago, which counted a 6.7 rating and 11.2 million viewers.That game was the highest-rated and most-watched program across all networks for the night.

CBS grew revenue by 2% to $3.4 billion in the third quarter, fueled by retransmission-consent fees, professional football and gains in content licensing.

The inaugural season of Thursday Night Football helped drive advertising sales up 2% in the period, according to the company. Content licensing revenue rose about 4% in the period.

“Our third-quarter growth reflects the success of our efforts to create and monetize our premium content,” CBS CEO Les Moonves said in a statement adding that during the quarter the broadcaster renegotiated new station affiliate contracts with LIN Media, Tribune Broadcasting, Media General, and Gray Television which will bring it closer to its “stated goal of $2 billion in retransmission consent and reverse compensation revenues by 2020.”

In addition, the broadcaster unveiled CBS All Access, an over-the-top service that for $5.99 per month gives subscribers access to select current CBS shows on demand, live programming from its owned and operated TV stations in 14 markets and access to library programming on demand.

Later on a conference call with analysts, Moonves revealed CBS has reached a content deal with Sony  for its planned over-the-top video service and that as expected, its Showtime premium channel will join Home Box Office in going direct to consumers sometime next year.

While Thursday Night Football, which was simulcast for seven weeks on NFL Network, helped drive ad revenue increases, it also played a role in tamping down cash flow in the period – CBS said adjusted operating income before depreciation and amortization dipped 2% in the period because of additional programming costs associated with new contracts with the National Football League.

At the same time, CBS said NFL programming contributed to the successful launch of three new CBS-owned television series in the 2014/2015 television broadcast season, which all generated higher ratings in their respective time periods compared with the prior year.

The CBS/NFL Network simulcasts of Thursday Night Football went out on a strong Nielsen note.

The networks' telecast of the Denver Broncos' 35-21 victory over the San Diego Chargers averaged a combined 20.2 milion watchers, according to Nielsen fast nationals data. That was the second-biggest audience for TNF in its rookie season under this game plan, trailing only the 20.8 million watchers for the Sept. 11 opener between the Pittsburgh Steelers and the Baltimore Ravens during the height of the Ray Rice frenzy.

The Oct. 23 delivery  -- Peyton Manning threw a trio of touchdowns to Emmanuel Sanders (pictured) to top Philip Rivers and company -- pushed the simulcast average from 16.1 million watchers to 16.5 million after the seven-game run.  That was almost double the 8.5 million for the corresponding stage of the 2013 campaign, when NFL Network aired the games in conjunction with over-the-stations in the participating clubs' DMAs.

CBS, which reported the ratings as a gross average across the two networks since that’s how it was sold to advertisers, easily racked up primetime audience and demo wins against all television competition during its TNF schedule, while also surpassing its 2013 performance in the daypart.  Next week, it will roll out its Thursday scripted lineup showcasting the return of The Big Bang Theory to its regular time slot and the bow of The McCarthys.

Black Rock has one telecast remaining on its one-year $275 million deal with the NFL, a Saturday doubleheader with NFL Network that features the Philadelphia Eagles vs Washington Redskins and the Chargers vs San Francisco 49ers.

The NFL's simulcast experiments -- in which the league believes the game airings and promotions on CBS will boost its in-house network's Nielsen fortunes -- will be put to the test next week. On Oct. 30, NFL Network will begin televising Thursday Night Football for the balance of the season, albeit with CBS's production and lead-announce team of Jim Nance and Phil Simms. The New Orleans Saints will visit the Carolina Panthers next Thursday.

A tight one in Foxboro found more than 16 million viewers at home for Thursday Night Football.

CBS and NFL Network's simulcast of the TNF matchup -- New England's Chris Jones block a last-second, 58-yard field goal attempt by Nick Folk (pictured) to preserve a 27-25 Patriots' victory over the New York Jets -- averaged a 10.1 rating and 16.1 million viewers, according to Nielsen fast nationals data. The total included 2.9 million from the NFLN side.

Those numbers were up 140% and 137%, respectively, from the 4.2 rating and 6.8 million viewers from last season's corresponding matchup between Seattle and Arizona that aired on NFL Network and stations in the participating clubs' DMAs.

The Oct. 16 deliveries were virtual replicas of the TNF's season averages for the first six simulcasts: a 10.0 rating, up 79% from last year's 5.6, and 16.1 million, also ahead by that rate from 2013's 9 million watchers.

Per usual, CBS's primetime benefited from TNF averaging 14.8 million viewers, a 36% jump from its lineup on Oct. 17, 2013, while registering even more significant demo advances: 78% among adults 18 to 49 (4.8 from 2.7) and 51% against adults 25 to 54 (5.6 from 3.7).

TNF also gave CBS lopsided Nielsen wins against ABC, Fox, and NBC on the night.

The most competitive of the five Thursday Night Fotball games thus far in the 2014 season drew the second-smallest audience.

CBS and NFL Network’s simulcast of the TNF matchup between the Houston Texans-Indianapolis Colts averaged a 10.0 rating and 15.9 million viewers, according to Nielsen fast national data. Those deliveries were up 69% from the 5.9 rating and 9.4 million viewers for the Oct. 10, 2013 battle between Chicago and New York Giants that aired on the cable network and affiliates in the participating clubs’ home DMAs.

The audience for the Oct. 9 telecast – Andrew Luck, T.Y. Hilton (pictured) and the Colts held off the Texans 33-28 in the final two minutes after JJ Watt and company rallied from a 24-0 second-quarter deficit -- ranked fourth out of the five TNF contests this season. It stood ahead of Atlanta’s 56-14 demolition of Tampa, which garnered 11.9 million watchers on Sept. 18.

Through five games of the CBS/NFL Network schedule, TNF has averaged a 10.0 rating and 15.9 million viewers, up 69% from last year’s 5.9 and 15.9 million watchers, a 67% rise from 9.4 million from that stage of the 2013 season.

Measured against last year’s CBS primetime programming (8 p.m. to 11 p.m.) the Oct. 9 TNF scored a 32% ratings improvement to a 9.1 from a 6.9, while viewership expanded 30% to 14.4 million from 11.1 million. There was also substantial demo amelioration notably a 71% advance to 4.3 from 2.8 among adults 18 to 49 and 44% to a 5.6 from a 3.9 with adults 25 to 54.

CBS/NFL Network’s 9.0 rating beat each of the broadcast networks: 40% more than ABC’s 6.5, 84% above Fox' 3.2 and 203% greater than NBC’s 3.0. 

CBS/NFL Network’s 14.4 million primetime audience finished 52%, 182% and 227% ahead of ABC’s 9.5 million, Fox’s 5.1 million and NBC’s 4.4 million, respectively.

Coverage of the New York Giants-Washington game drove CBS to its most-watched premiere week Thursday since 2007.

CBS and NFL Network’s presentation of the Giants' 45-14 trouncing of the Redskins earned a 10.2 rating and 16.3 million viewers, a 92% jump from the 5.3 mark and 8.3 million watchers for the Sept. 26, 2013 matchup between San Francisco-St. Louis on pro football league’s in-house service and the over-the-air station in the participating teams DMAs. The audience was most likely reduced by the 1.25 million in the New York DMA who watched Derek Jeter's final game at Yankee Stadium on YES.

In primetime, CBS/NFLN’s broadcast gave Black Rock its most-watched and highest-rated premiere week Thursday since 2007 -- Survivor China, CSI, Without a Trace.  Compared to premiere Thursday last year, CBS/NFL Network was up 6% in viewers (15.4 million vs. 14.5 million); 9% in household rating (9.6 vs. 8.8); 47% among adults 18 to 49 (5.6 vs. 3.8); and 20% among adults 25 to 54 (6.1 vs. 5.1). (CBS and NFL Network are reporting audience data for the game and related programming, the way it was sold to advertisers, as a gross rating from CBS and NFL Network.)

Despite three blowouts, CBS/NFL Network has averaged a  10 rating/17 share, 56% above last year’s 6.4/11, and 16.1 million viewers, 59% more than last year’s 10.1 million, when the games only appeared on the cable network and broadcast affiliates in the participating clubs’ DMAs.

Saddled by one of the least competitive games in NFL history, Thursday Night Football shed nearly 9 million viewers during its second week under the CBS/NFL Network game plan.

The Atlanta Falcons’ 56-14 dismantling of Lovey Smith’s woeful Tampa Bay Bucs drew 11.9 million watchers on Sept. 18, according to Nielsen data. With the blowout – Tampa’s two fourth-quarter tallies ended the scoring – the second TNF simulcast declined 43% from the 20.8 million who tuned in the Baltimore-Pittsburgh opener on Sept. 11. The total included 2.35 million who watched on NFL Network.

Nevertheless, TNF easily won TV’s night, as the broadcasters – save for NBC’s two-hour presentation of The Biggest Loser -- remain in repeat mode ahead of the officials start of the TV season next week.

Moreover, Atlanta-Tampa -- highlighed by Devon Hester's punt TD (pictured) that set the all-time NFL mark for return scores -- registered the second-largest TNF audience behind Baltimore-Pittsburgh and ahead of the 11.1 million for Kansas City-Philadelphia on Sept. 19, 2013 (excluding NBC's Thanksgiving night specials). Until the two games this season, Chiefs-Eagles ranked as NFL Network's largest telecast, including audience contributions from local stations in the participating teams' DMAs.

Kicking off at 7:26 p.m. (ET), an hour before the pro game, ESPN's coverage of the much more competitive contest between fifth-ranked Auburn and 20th-rated Kansas State -- the Tigers topped the Wildcats, 20-14 -- drew 3.85 million watchers to lead the way in cable on Thursday.

CBS and NFL Network kicked off the pro football league’s new Thursday Night Football play with a bang, scoring nearly 21 million viewers for Baltimore’s rout of Pittsburgh.

The Sept. 11 contest was simulcast on CBS and NFL Network, drawing 20.8 million viewers on a Nielsen live + same-day basis.The Ravens-Steelers TNF tally reflected 3.4 million viewers on NFL Network.

The combined, simulcast delivery marked an 89% jump from the 11 million who watched the 2013 TNF opener between the New England Patriots and the New York Jets on NFL Network and local affiliates in the participating clubs home DMAs, which accounted for some 2.2 million of that total. The combined delivery was also 87% higher than the previous best NFL Network audience -- the Sept. 19, 2013 game between the Kansas City Chiefs and Philadelphia Eagles tackled 11.1 million watchers on average.

CBS’s presentation marked the first time an NFL game aired on broadcast network on a Thursday night, outside of NBC’s Thanksgiving telecasts, as the league attempts to broaden its footprint on a big night for television and advertisers.

Last night’s simulcast averaged a 12.7 national household rating, 84% above last year’s 6.9 on NFL Network and over-the-air-stations within the New York and Boston markets. The 12.7 stands 81% above the previous all-time best 7.0 rating for the aforementioned Chiefs-Eagles telecast on NFL Network and over-the-air-stations within the two team markets

“The debut of Thursday Night Football on network television exceeded our ratings expectations," said CBS Sports chairman Sean McManus. "From a ratings, sales and production standpoint we could not be more pleased with the success of last night's broadcast and our partnership with NFL Network on Thursday Night Football."

“Since Thursday Night Football first began on NFL Network in 2006, we've been strategically building this franchise" said Brian Rolapp, executive vice president of Media for the NFL. "As these numbers indicate, the partnership between CBS and NFL Network is helping to expose Thursday Night Football to a wider audience and further cement Thursdays as the night to kickoff the NFL week."

Although the game was one-sided  – Pittsburgh was outscored 16-3 in the second half to make the final count 26-6  – it likely benefited from the media swirl about former Raven Ray Rice, who was cut by the team and suspended by the league indefinitely following the release of a tape showing him knocking out his then fiancée, now wife, in the elevator of an Atlantic City casino in February. Inquiries surrounding the event and when league officials saw the tape, which was released by TMZ on Sept. 8, have led to a NFL investigation and put commissioner Roger Goodell’s leadership in question.

For a reported $275 million in rights fees, CBS will air games during the first half of the season that will be simulcast on NFL Network. The back-end of the schedule will feature games produced by CBS that will air on NFL and broadcast stations in the participating teams’ home markets. -

Last season, NFL Network scored record numbers: a 5.0 rating, including contributions from the over-the-air stations of the participating teams, and 8 million viewers.

This year, the CBS/NFL Network combo is reportedly guaranteeing a 12.3 rating.

The broadcast season will swing into full gear by the third week of the TNF schedule: a big-market, NFC East affair pitting the New York Giants versus the Washington Redskins on Sept. 25. The Sept. 18 game matches the Atlanta Falcons and Tampa Bay Buccaneers.

As the story and ramifications about Ray Rice’s reprehensible actions morph into the NFL’s investigation of the matter and perhaps the job status of commissioner Roger Goodell, the Baltimore Ravens host the Pittsburgh Steelers in the league’s first ever Thursday (non-Thanksgiving) night game on a broadcast network.

The Sept. 11 game would have been historic its own right, as the NFL, looking to build its footprint on an important night for television and Madison Avenue, awarded a package to CBS. For a reported $275 million in rights fees, the nation’s most-viewed network will air games during the first half of the season that will be simulcast on NFL Network. The back end of the schedule will feature games produced by CBS that will air on NFL Network and broadcast stations in the participating teams’ home markets.

Last season, NFL Network averaged 8 million for its 13-game TNF package, including viewers from over-the-air stations in the participating teams’ markets. The audience ante will jump considerably with CBS in the huddle.

In hindsight, the league's schedule-makers did or didn’t do CBS/NFLN a favor with Rice’s former club engaged in a rivalry game against AFC North nemeis Pittsburgh, as the industry gets a first look at how the NFL may play long-term and reshape broadcast on Thursdays.

As the media furor and indignation of Rice’s knockout blow of his then fiancée, now wife, Janay in the elevator of the now defunct Revel in Atlantic City continues to boil and NOW’s president Terry O’Neill, among others, is calling for Goodell to fall on his shield, the mess now turns to possible disillusionment from the fan base – especially on women's side of the ball – for viewership of Baltimore-Pttisburgh, the games this weekend or beyond.

Since it’s a first of its ilk, there aren’t CBS TNF Nielsens to compare from last season. But perhaps we can get a sense of distaff disconnect with the pro football league if female viewing trends negatively – with sponsors potentially following.

According to a Ratings Intelligence analysis of Nielsen data, females represented 34.65% of the audience for the NFL’s national games during the 2013 regular season, versus 65.35% for men.

A breakdown of the data indicates that NBC’s Sunday Night Football was the top primetime show during the 2013-14 TV season with an average audience of 21.7 million viewers, including 7.5 million female watchers, or 35% of its tally. SNF was also the top show in TV among women 18 to 34 and for the first time ever among ladies 18 to 49.

ESPN’s Monday Night Football averaged 13.7 million watchers during the 2013 campaign, 4.2 million of whom were women, or 30.5% of its total.

On Sunday afternoons, the ratios were higher. Fox’s national games counted 27.1 million viewers, with 9.8 million women in the tent, 36.4% of its average audience.

CBS, meanwhile, garnered 24.9 million watchers for its national telecasts, including 9.1 million women, or 36.7% of its base.

As the NFL kicks off the second week of its 2014 campaign, the national spotlight and megaphone are squarely on what has been the shadowy, silent and significant problem that is domestic violence.

We’ll soon see if the outcry of the burgeoning Rice/Goodell fiasco has any impact on TV’s most popular entertainment form.

Take the under on that proposition.