The Dallas Cowboys: Still America's Team
The NFL regular season kicks off tonight when Minnesota visits New Orleans, and according to a new study, America's favorite team still resides in Texas.
The Nielsen media research company has come out with its first Media Exposure Index of NFL teams and it says the Dallas Cowboys are still the overwhelming favorite among fans.
The Cowboys measure almost 20% more popular that the second-place Pittsburgh Steelers. Nielson looked at local and national TV ratings as well as the hits that each teams website recieved, along with the number of times that the teams were mentioned on the internet.
The Cowboys came out with a "Popularity Index" of 100 -- compared to the Steelers 81. The least popular team in the Nielsen Index was the St. Louis Rams, who registered a 22.
The Top Ten looks like this:
Dallas 100
Pittsburgh 81
N.Y. Giants 70
Chicago 67
Green Bay 67
Minnesota 67
Philadelphia 66
Indianapolis 62
New Orleans 62
New England 58
For the national TV ratings, Nielsen counted the total number of viewers, and since Dallas led the league with 6 national appearances the Cowboys had 117 million viewers for those games. Dallas' website also had the most traffic for 2009, nearly 50% more monthly unique visitors than the second-place Steelers.
The Cowboys popularity can be traced back all the way to its inception -- with the hiring of two former Texas Longhorns -- Tom Landry to coach the team, and Tex Schramm as the team's president and general manager. Schramm, a former sports writer and TV producer, worked as hard on the off-the-field image as the team itself.

Among many innovations, Tex Schramm gave us NFL Cheerleaders.
Scrhamm decided to have the Cowboys train outside the state, on the west coast. He believed that would increase coverage of the team from both the local and national press. He lobbied to get put into the NFL East division, with the N.Y. Giants, Washington Redskins and Philadelphia Eagles, because that's where the TV sets were.
When the NFL started to put games on Thanksgiving, Schramm jumped at the chance to make it an annual part of the Cowboys schedule. He understood the value of being the only televised game on a late Holiday afternoon.

Tom Landry (Texas '49) built the Dallas Cowboys foundation on the field, while Tex Schramm (Texas '47) created the image that still thrives today.
In the 1978 NFL films highlight tape for the Cowboys, there is a famous silhouette of Tom Landry and his fedora in the shadow of Texas Stadium. The copy in the film reads,
"They appear on television so often that their faces are as familiar to the public as presidents and movie stars. They are the Dallas Cowboys, America's Team."
Landry hated the moniker from the start, but Schramm immediately recognized its value and embraced it with a vengance.
The brand he helped build from that start continues today, seemingly impervious to various playoff failures.
Love 'em or hate 'em the Dallas Cowboys will not be ignored.
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Right f’n on. Great post. I’m going to link this to Ring of Honor.
by Trips Right on Sep 9, 2010 10:46 AM CDT reply actions
This news makes me hate football.
The list indicates that recency bias plays a part, or that fans aren’t truly fanatics of their team.
The Colts that high? Thank you Peyton Manning. That’s a case of people being a fan of one player and not the team. I have a friend in SF and a friend in Houston that root for the Colts specifically because of Manning.
N.O. as the 9th most popular shows the bandwagon mentality of your average fan.
No doubt that the Cowboys are the most popular nationwide. A point I concede begrudgingly.
Have you forgotten Joe Montana, America? You filthy sluts.
by magnusbleuveigner on Sep 9, 2010 11:24 AM CDT reply actions
I am dated by the Cowboys since we both were born in the same year.
I have undying respect for Landry and Schramm as well as the triplet’s era inspite of the stain of having a dirt robber as a coach for a while. I have yet to develop any emotional response to the current era, or rather I should say the emotional response is not a pleasant one.
I will keep them in my thoughts and will be ready to reclaim them if they are worthy.
In the meantime, thank God for my Texas Longhorns!
by dasmithjones on Sep 9, 2010 11:32 AM CDT reply actions
I hate the Cowboys and love the Rams….I’m a contrarian.
Nice piece, by the way. It’s one thing to post the results of some survey, but to briefly lay out what lead to such fandom is icing on the cake. srr50 has done it again!
by Phenomenal Smith on Sep 9, 2010 11:52 AM CDT reply actions
Well done, for the reasons Phenom mentions.
Phenom – I will save you much heartbreak this season to inform you that your Rams will suck. Check back in 2013.
by Scipio Tex on Sep 9, 2010 1:27 PM CDT reply actions
Screw the Cowgirls and their barefoot Arkie inbred interloper with his carpet bag of coke and strippers.
Boise State is America’s Team!
by Go TN VY's on Sep 9, 2010 1:37 PM CDT reply actions
Does media exposure equate with “fan favorite”? I imagine there is a critical mass of viewers/surfers who follow the Cowboys because they hate the Cowboys.* **
*I am one such viewer/surfer.
**I am also Texans fan, so take anything I write about the Boys with a chunk o’ salt.
by clarky on Sep 9, 2010 1:47 PM CDT reply actions
Good stuff srr50.
8 Super Bowl’s, 5 Ring’s, and 20 consecutive winning seasons didn’t hurt as well in terms of popularity. If it wasn’t for the winning many of the numerous innovations might not have caught on.
Also, I hesitate to use the word hero…. but Coach Landry is worthy.
by Art Vandelay on Sep 9, 2010 2:19 PM CDT reply actions
Back in the 70’s I was a member of the Financial Executives Institute in the Metroplex…yearly we’d have the CFO of the Cowboys address our group giving us the Cowboy’s planning process overview…they used a form of Management by Objectives,,,MBO dictates that a corporate “purpose” statement be developed which, if implemented effectively, pretty much drives the development of company objectives, action plans, resource allocation, marketing schemes, etc up and down the organization in a consistent/unifying manner…
So what was the ‘Boys’ purpose statement? It wasn’t “win the Super Bowl”, or even the NFC East, etc…it was (and I’m paraphrasing here) “To provide the best entertainment value in the Metroplex and deliver the best entertainment option available to the viewers of NFL TV”….
Once you get that, all the Schramm/Landry et al actions make sense…everything from the cheerleaders, to the uni’s, to the Dandy Don/Bullet Bob long balls, to the Doomsday Defenses, to the draft day moves/choices, to the colorful Holleywood Henderson types, hell even the hole in the roof…all that, and basically just about everthing else, was designed to further the entertainment value the Cowboys brought to the table, and it worked…it worked in spades…and JJ gets it as well; and he’s pretty dayam good at it, no matter what you think about the guy.
BTW, I knew Schramm’s daughter at UT and met Tex thru her several times…he threw a hell of an ou party during my time there…great gal and great guy…had a pitch and putt golf hole in his backyard; after a few adult beverages provided by the Schramms, we’d bet on getting closest to the hole with a bounch off his roof, or off the side of his house, etc…he’s hear the commotion and come out to play with us….he was a blast and just reeked of success…the kind of guy you would want to have on your team…Clint made a wise choice there…
by The Dude on Sep 9, 2010 3:11 PM CDT reply actions
Scipio, but the NFC West sucks. They’ve got a chance. At the very least, the Rams are in the right division.
Really, 4 or 5 wins would be nice. It’d be nice if Bradford stayed healthy and showed some signs of being a franchise QB. It’d be nice to develop an offensive skill player to take some heat off Jackson. And it’d be nice to play some defense.
My dislike for the Cowboys stems from my childhood love of the football Cardinals. The Cardinals broke my heart and left, but my anti-Cowboy sentiment remains.
by Phenomenal Smith on Sep 9, 2010 3:19 PM CDT reply actions
Phenom -
People forget how good the mid-1970s Cardinals were with Don Coryell. Jim Hart, Terry Metcalf, good OL (Dierdorf, Dobler, Longhorn Bob Young), solid defense. And Longhorn great DT Leo Brooks.
I believe they won that division twice, but never could get over the hump in the playoffs.
by Scipio Tex on Sep 9, 2010 3:31 PM CDT reply actions
Scip -
The penal pair of Dierdorf and Dobler were the equivalent of D-Generation X with Triple H and Shawn Michaels. Nothing but tables, ladders, chairs, and teeth-on-balls. In my house we burned their effigies. Nothing against ‘em but I’m just saying.
by TXStampede on Sep 9, 2010 3:48 PM CDT reply actions
Wow. It’s obvious, but I’ve never thought about it, I guess. The Rams and the Cards share the same fans. That’s . . . an unfortunate group of people.
by PatronSaint on Sep 9, 2010 4:02 PM CDT reply actions
Myself and others watch the Cowboys because we hate them. I tune in solely to root against them, thereby screwing up the premise that popularity numbers are directly equivalent to love or devotion.
by il cativo on Sep 9, 2010 4:47 PM CDT reply actions
The Rams and the Cards share the same fans. That’s . . . an unfortunate group of people.
Actually, I’m still living off The Greatest Show on Turf. That was fun, especially because it came out of nowhere.
As soon as the Cards left for Arizona I was done with them. I didn’t root for another team until the Rams came to StL and I was a charter PSL holder. That first year in StL the Rams won their first four games. That was fun. Stil, the team sucked (even Jerome Bettis sucked)and didn’t see any success until 1999. Then, our cup runneth over.
Scip, I barely remember the Cards playoff years of the 70s, but I studied them later. They were called the Cardiac Cards for all the comebacks. I do recall being crushed when Terry Metcalfe signed with the CFL. The next good years came with Lomax, OJ Anderson, and Jet Stream Green, and they were only good if you were a St. Louis football fan. Good times. Good times usually crushed by the Cowboys.
by Phenomenal Smith on Sep 9, 2010 4:55 PM CDT reply actions
Myself and others watch the Cowboys because we hate them. I tune in solely to root against them, thereby screwing up the premise that popularity numbers are directly equivalent to love or devotion.
That was Schramm’s point — just as long as you watch — that’s what matters.
by srr50 on Sep 9, 2010 5:00 PM CDT reply actions
For you football historians, I just came across this Terry Metcalf article in SI about his first year in the CFL.
http://sportsillustrated.cnn.com/vault/article/magazine/MAG1094272/index.htm
by Phenomenal Smith on Sep 9, 2010 5:02 PM CDT reply actions
“Love ‘em or hate ‘em the Dallas Cowboys will not be ignored.”
Which way is the queue for those who want to line Jerry Jone’s pockets? And the great UT/Big D connection continues…if you annex Arkansas.
by Phaeded on Sep 9, 2010 5:22 PM CDT reply actions
Not to mention, most people will watch the best game at the time, if their team isn’t on, so recency should obviously play a part.
by Victory Lap on Sep 9, 2010 5:32 PM CDT reply actions
I grew up in Dallas, the hate nor the attention is surprising at all. EVERYONE knows the Cowboys are the most popular team in the sport. The redskins and eagles get pumped to play the cowboys in the same fashion the aggies get pumped to play the longhorns.
As a lifelong Cowboy fan, I love hearing the hate….Cowgirls? how many fucking superbowl rings does your team have?
by Nathan on Sep 10, 2010 1:26 AM CDT reply actions
“People forget how good the mid-1970s Cardinals were with Don Coryell. Jim Hart, Terry Metcalf, good OL (Dierdorf, Dobler, Longhorn Bob Young)”
This is totally a neither here nor there comment, but the great Bob Young’s brother was fellow Texan and three time World Power Lifting Champion Doug Young. Doug was also a Santa Fe Railroad employee, steroid eating champion, and a legendary mad dog destroyer of motel rooms when he was working away from his home terminal of Brownwood, Tx.
Let’s see: Brownwood, TX; anger issues; super human badassness..I think we need to take a closer look at Kenny Vacarro’s DNA…
by The Asthma Field on Sep 10, 2010 10:12 AM CDT reply actions
I just bought a Lotus by maxing out five credit cards, made reservations at Turtle Creek for lunch, and have a 3 pm tee time at Colonial.
Now how do I join the Ring of Honor?
by Vasherized on Sep 10, 2010 10:43 AM CDT reply actions
how many fucking superbowl rings does your team have?
5.
Fuck the Cowboys.
by magnusbleuveigner on Sep 10, 2010 1:52 PM CDT reply actions
Since I root for anyone but the Cowboys, my teams have 39 rings.
F the cowgirls
by BornOrange on Sep 10, 2010 5:53 PM CDT reply actions
Man I like dallas tx so much. I do not know what exactly it is about that part of the country but its pretty awesome.
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