TV By the Numbers: Fox and Football Nab TV Watch-Time Lead

Hunter Henry #85 of the New England Patriots makes a catch over Erik Harris #23 of the Atlanta Falcons in the third quarter at Mercedes-Benz Stadium on Nov. 18, 2021 in Atlanta, Georgia.
(Image credit: Todd Kirkland/Getty Images)

Below is a snapshot of TV by the numbers for the week of Nov. 15-21, showcasing the most-watched shows and networks using glass-level data from Vizio’s Inscape, and network and show TV ad impressions insights via

Most-Watched Shows and Networks

Via Inscape, Vizio’s TV data product with glass-level insights from a panel of more than 17 million active and opted-in smart TVs. Data is linear, live TV only and includes all episode types (new and reruns). Rankings are by percent share duration (i.e., time spent watching).

National Football League action is the most-watched programming on TV yet again, with 5.99% of minutes watched during the week of Nov. 15-21 (up from the previous week’s 5.87%).

Some additional insights about the top programming on TV:

  • College football sits second by watch-time on the week, with 3.57% of minutes watched as the regular season nears its end.
  • National Basketball Association games score with 0.82 of watch time (fifth overall), while college basketball also flies up to No. 9 in the early weeks of the new season.
  • Fox NewsAmerica Reports with John Roberts and Sandra Smith rockets up from No. 23 to No. 10 by minutes watched week-over-week.
  • HGTV’s Love It or List It finds its new home as the 14th-most-watched program from Nov. 15-21 (after landing in 28th place the week prior).

Also: Fall 2021 TV Premiere Dates

Most-watched shows on TV by percent share duration Nov. 15-21

Fox’s three separate NFL windows (Thursday night, plus early and late Sunday games) help propel the network from No. 4 to No. 1 by watch-time, compared to the previous week.

More insights around the most-watched networks from Nov. 15-21:

  • The big four broadcast networks reshuffle once again at the top of our ranking, as Fox climbs from No. 4 to No. 1, ABC moves from No. 3 to No. 2, CBS shifts from No. 1 to No. 3, and NBC migrates from No. 2 to No. 4 week-over-week.
  • Both CNN and MSNBC jump on the week, with CNN ascending two spots from No. 11 to No. 9, while MSNBC goes from No. 18 to No. 14.
  • History is the lone week-over-week newcomer to our ranking at No. 24 (up from No. 28 the previous week).

Also: Fox Is Selling 2023 Super Bowl Spots as Sports Ad Market Heats Up

Most-watched networks on TV by percent share duration Nov. 15-21

Top Shows and Networks by TV Ad Impressions

Via, the always-on TV ad measurement and attribution company. Rankings are by TV ad impressions, for new episodes only. 

The NFL rakes in TV ad impressions yet again, with over 7.8 billion from Nov. 15-21— over 3.5 billion impressions more than the No. 2 programming for the week, college football.

More data about the top programs by TV ad impressions during the week:

  • While Good Morning America is No. 3 by impressions for the week, competitor Today winds up with two placements among the top 10 programs in this ranking (Today at No. 4 and Today’s third hour at No. 9).
  • Three different daytime soap operas appear in the ranking: The Young and the Restless (No. 7), General Hospital (No. 17) and Days of Our Lives (No. 21).
  • Sitting in fifth, NBA games have increased TV ad impressions for four straight weeks now.
  • 20/20 is No. 16 by impressions this week, with over 13% of those attributable to retail brands getting a head start on the holiday shopping season.

Top shows by TV ad impressions Nov. 15-21

CBS sits atop this week’s ad-impressions-by-network ranking as another Sunday of NFL action accounts for more than 10% of the total from Nov. 15-21.

Additional insights around the top networks by impressions from the week:

  • For ABC, nearly 20% of TV ad impressions came via college football games (specifically, Saturday’s pair of top-25 matchups between Ohio State and Michigan State, and Oregon and Utah, respectively).
  • Among the top 25 networks by impressions, nine aired live sporting events from Nov. 15-21.
  • Galavision tallies its highest ad impressions for a single week since October, thanks in large part to ¡Despierta América! (almost 44% of impressions).
  • Over 35% of Food Network impressions are attributable to holiday-specific specials and shows including Holiday Baking Championship, A White House Thanksgiving and Christmas Cookie Challenge.

Top TV networks by ad impressions Nov. 15-21

John Cassillo is an analyst and contributor with TV[R]EV.