Are the Cowboys losing grip on prime time?

Rumors are swirling around the NFL media landscape that the league is considering a significant shake-up in its broadcast schedule — and the Dallas Cowboys may be at the center of it.

Since 2014, the Cowboys have played in 85 prime-time games, the most of any NFL franchise. In 2023 alone, they appeared in six, tying with the Chiefs for most nationally televised slots. Yet despite their visibility, Dallas hasn’t made a conference championship in 28 years, raising internal debates over whether ratings alone should dictate scheduling priority.

Sources suggest that league executives — under pressure from franchises like Kansas City, Cincinnati, and Detroit — are reviewing whether to cap the number of prime-time appearances per team at five per season. These emerging powerhouses argue that on-field performance, not legacy branding, should influence national exposure.

Still, there’s no denying the Cowboys’ draw. In Week 14 of the 2023 season, Dallas vs. Philadelphia pulled in 27.3 million viewers, outperforming every other NFL broadcast that week. The team continues to deliver top 5 ratings almost every time they take the national stage.

An NFL spokesperson unofficially dismissed the claims, stating, "There is no current policy change targeting any specific franchise." But if these conversations gain traction, America's Team could be facing its most unfamiliar position yet: watching prime time from the sidelines.