Once a reliable ratings magnet, the Cowboys-Giants rivalry is officially out of the NFL’s primetime spotlight. For the first time since 2005, both games between Dallas and New York will kick off in the early window. Yep, not even one Sunday Night Football slot, no Monday night cameo, and not even a 4:25 p.m. “America’s Game of the Week” treatment.
It’s a big change considering how often the league used to lean on this NFC East rivalry. Since 2012, the two teams have opened the season against each other seven times—three years in a row from 2015 to 2017 alone. But let’s be real: this matchup hasn’t delivered competitive football in a long time.
Just look at the recent scores:
Cowboys 40, Giants 0 (Week 1, 2023)
Cowboys 49, Giants 17 (Week 10, 2023)
Cowboys 20, Giants 15 (Week 4, 2024)
Cowboys 27, Giants 20 (Week 13, 2024—was 27-10 before garbage time)
Even with those lopsided outcomes, Dallas still drew monster ratings last year on Thanksgiving against New York. That game pulled in 38.8 million viewers—fourth-most watched Thanksgiving game ever. But that wasn’t enough to convince the NFL to give this matchup another spotlight in 2025.
The league appears to be moving on, and honestly, it’s hard to blame them. The Giants haven’t beaten Dak Prescott since his rookie season in 2016, and the games have been anything but dramatic. Unless Week 18 ends up with playoff stakes (and gets flexed), this series will be quietly tucked into the early Sunday window where fewer eyes will be watching.
Times have changed—and so has the NFL’s idea of must-see TV.
Cowboys-Giants No Longer a Primetime Darling—and Honestly, It Makes Sense
