• by David Goetzl  @dgoetzl, February 1, 2010

The NFL is becoming so popular that even its all-star game -- often little more than an afterthought -- had a strong performance with 12.3 million viewers Sunday, a 40% rise from last year, ESPN said.

ESPN, which carried the game sponsored by McDonald's, said based on fast national ratings, the game was the most-watched Pro Bowl since 2000. The impressive audience is likely to yield a permanent scheduling change for the Pro Bowl.

In addition to the NFL's popularity, the game likely benefited from being broadcast a week before the Super Bowl, rather than its usual spot the week after.

The sports network was able to promote the game on multiple properties.

The NFL says it has not made a decision on whether to continue with holding the event pre-Super Bowl next year, and will decide within a few months. But a return to tradition timing is unlikely.

Even competing with the Grammy Awards, the game posted a 7.1 household rating, which was 32% higher than the Pro Bowl on NBC a year ago.

ESPN also said ratings were up 40% among males 18 to 34. The game was broadcast from South Florida, where the Super Bowl will be held on Sunday. Next year, it will return to its usual Hawaii locale, while the Super Bowl will be played in Dallas.