• Adweek, Friday, January 7, 2011 12:32 AM

As NBC enjoyed some of its best TV ratings for the NFL in years, the network's 3-year-old experiment in streaming live Sunday night games also reached new heights.

According to NBC's internal figures, an average of 125,100 unique viewers streamed Sunday Night Football Extra this past season, an increase of 13% versus last year. Compared to previous years, fans also logged on and stayed longer during live "SNF" games. Visits surged 26% versus 2009 to 2.5 million, while total minutes jumped 18% to 65.2 million.

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