The 2015 Miss America competition lost the TV ratings crown to "Sunday Night Football," according to early Nielsen ratings.
Down 25% from last year's pageant, the competition, won by Miss New York Kira Kazantsev, earned a rating of 1.5 among the key 18-to-49-year-old demographic.
Opposite a night of football, the show, which aired from 9 to 11 p.m., averaged 6.7 million viewers.
By comparison, the show topped NBC’s 2014 broadcast of Miss USA by 1.1 million viewers and 7% among the key demo.
According to data provided by Canvs, a social TV platform created by social-media insight firm Mashwork, 85,814 of the 303,900 tweets about the pageant were reactions such as love, disappointment and congratulations.
ABC, which averaged 5.3 million viewers, earned its strongest entertainment numbers in the time slot since the Billboard Music Awards in May.
The network was third overall most watched and fourth most watched among the key demo.
But with "Sunday Night Football," NBC nabbed No. 1 most watched network both among the key demographic and overall. The network averaged 16.5 million viewers and a rating of 6.3 among the key demographic.
However, due to live sports, ratings for Fox, CBS and NBC are approximate and likely to change.
Coverage of the NBC's Chicago Bears-San Francisco 49ers game boasted a rating of 7.6 among the key demographic and averaged 19.4 million viewers.
Meanwhile, with a rating of 6.7, CBS' NFL over-run was second among the key demographic but averaged more viewers. About 21.4 million people tuned in.
Due to late-running football, "Big Brother" began at 8:50 p.m. The show averaged 7.3 million viewers and a rating of 2.2 among the key demographic.
Also on the network, roughly 6.3 million people tuned in to the two-hour season finale of "Unforgettable," which earned a rating of 1.5 among the key demographic.
CBS averaged 11.4 million viewers and a rating of 3.2 among the key demographic, making it the second most watched of the night.
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