The NFL always owns weekend TV viewership in-season, and that goes double for the playoffs. Data from Inscape reveals how much the NFL’s share of watch-time climbed during each round of the postseason in January, culminating in an enormous 36.08% of linear TV minutes watched the day of the conference championship games (Jan. 29).

• From the start of the playoffs (Jan. 14) through the conference championships, NFL games accounted for 11.93% of watch-time.

• Share of watch-time grew from 21.56% during the wildcard round (six games), to 27.51% during the divisional round (four games) and then 36.08% during the one-day conference championship round; likely buoyed in part by matchups between four of the five best teams during the regular season.