How much is the NFL enjoying its Taylor Swift era?

The league’s heavy promotion of Tay’s presence at MetLife Stadium Sunday night paid off big time—NBC’s broadcast of the Chiefs-Jets Sunday Night Football matchup became the most-watched Sunday show since the Super Bowl thanks to a massive boost in female viewers.

NBC went all-in on the Swift promo, running spots featuring Swift's "Welcome to New York" during the week, practically devoting its social-media platforms to Swift-exclusive content and turning the entire pregame broadcast into a Swift song-pun bonanza.

As Deadline reported, the network reached an audience peak of 29m viewers during the second quarter, reflecting a 53% spike in female viewers aged 12-16. Those numbers include NBC, Peacock and NFL digital outlets.

Will Tay keep showing up to support her new boyfriend, Kansas City Chiefs tight end Travis Kelce? Stay tuned. One thing's for certain: New York teams remain terrible.