It happens every single week during the fall. You're trying to plan a family barbecue or maybe just a trip to the grocery store, and the one question that dictates everything is: what is the Cowboys game Sunday time? Honestly, it feels like Dallas exists in a different time zone than the rest of the league. If you've ever felt like the Cowboys are always playing at 4:25 PM ET, you aren't imagining things. It's a calculated move by the NFL and its broadcast partners, specifically FOX and CBS, to maximize every single eyeball in America.
The schedule is a beast.
Jerry Jones knows it. The networks know it. Most importantly, the fans—both the die-hard "America's Team" loyalists and the "anyone but Dallas" haters—know it. That late window is the "Game of the Week" for a reason. It’s where the money lives.
The Reality Behind the Cowboys Game Sunday Time
Usually, the NFL releases the schedule in May, but that doesn't mean the times are set in stone. Flexible scheduling, or "flexing," is the league's way of making sure a stinker of a game doesn't end up in primetime while a divisional showdown between the Cowboys and the Eagles languishes in the early afternoon.
The Cowboys game Sunday time is almost always anchored in that late afternoon 4:25 PM ET / 3:25 PM CT slot. Why? Because the Dallas Cowboys are the most valuable sports franchise on the planet, valued at over $10 billion according to Forbes. When they play, people watch. If the NFL puts them at 1:00 PM ET, they are competing with eight other games. By pushing them to the late afternoon, they often own 80% of the national television market. It’s basically a monopoly on Sunday relaxation.
How Flex Scheduling Messes With Your Sunday
You've probably been there. You checked the schedule three weeks ago, saw a noon kickoff, and planned your life around it. Then, suddenly, the NFL decides that a different matchup is better for Sunday Night Football on NBC.
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Between Weeks 5 and 13, the NFL can flex games into Sunday Night with at least 12 days' notice. From Week 14 to 17, they can do it with only six days' notice. This means the Cowboys game Sunday time can shift from a quiet afternoon on the couch to a primetime spectacle under the lights of AT&T Stadium with almost zero warning for the casual observer.
It’s annoying. It’s stressful for people traveling to Arlington. But for the league? It's ratings gold.
Why 4:25 PM ET is the "Dallas Time Zone"
Ever notice how most West Coast teams like the 49ers or Rams play at 4:05 PM or 4:25 PM? That makes sense because of the three-hour time difference. But Dallas is in the Central Time Zone. Technically, they should be playing at noon.
The NFL pushes Dallas into that late slot because they are a national brand. A fan in Maine is just as likely to be a Cowboys fan as a fan in New Mexico. By placing the Cowboys game Sunday time later in the day, the league ensures that the largest possible audience is home from church, back from the youth soccer games, and ready to sit in front of the TV with a plate of wings.
Think about the numbers. A standard 1:00 PM window might draw 12 to 15 million viewers across several games. A standalone Cowboys game in the late window? That regularly clears 25 million. It’s the closest thing the NFL has to a weekly Super Bowl.
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Navigating the TV Map: Where to Find the Game
It isn't just about the clock; it's about the channel.
- FOX: They hold the "NFC package," which means they carry the bulk of Cowboys games. If it's Sunday afternoon, start here.
- CBS: Thanks to new "cross-flex" rules, CBS can now grab NFC matchups. You’ll often see Dallas here if they are playing an AFC powerhouse like the Chiefs or Bengals.
- NBC: Reserved for Sunday Night Football. If the Cowboys game Sunday time is 8:20 PM ET, you’re looking at Al Michaels (or whoever the current voice is) and the peacock.
- ESPN/ABC: Monday Night Football. Rarely, Dallas gets a Monday slot, which throws the whole "Sunday time" search out the window.
Streaming is the New Frontier
If you aren't using a traditional cable box, things get tricky. YouTube TV now carries NFL Sunday Ticket, which is the only way to guarantee you see Dallas if you live outside their primary broadcast market.
If you’re local to DFW, a simple over-the-air antenna gets you the game in crisp 4K or HD for free. Honestly, more people should do that. It’s cheaper than a $100 monthly streaming bill.
The Logistics of Attending a Sunday Game in Arlington
Going to the game? Godspeed.
AT&T Stadium is a marvel, but getting there for a 3:25 PM local kickoff is a logistical nightmare. Traffic on I-30 starts backing up three hours before the game. If you're looking for the Cowboys game Sunday time to plan your arrival, you need to be in the parking lot at least two hours early.
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Tailgating in Arlington is a religion. Even if the game starts at 3:25, people are out there at 10:00 AM. They have full-sized smokers, satellite dishes, and sometimes even carpeted "living rooms" set up in the grass lots.
What to Watch Out For
Watch the weather, but not for the reasons you think. The "Death Star" has a roof, but those massive glass end-zone doors can be opened. More importantly, the sun.
The stadium was famously built east-to-west instead of north-to-south. This means that during late afternoon games—specifically that 4:25 PM ET / 3:25 PM CT window—the sun beams directly through the western windows. It has blinded receivers and frustrated coaches for years. If you’re sitting on the east side of the stadium, bring sunglasses. You’ll need them even though you're "indoors."
Looking Ahead: The Post-Season Factor
When January rolls around, all bets are off. The Cowboys game Sunday time in the playoffs is entirely at the mercy of the networks' "priority picks."
Dallas is almost always the first choice for the "Late Sunday" slot in the Divisional Round because it’s the highest-rated window of the year. If they make the Wild Card, they might even end up on the "Monday Night Super Wild Card" game, which the NFL introduced recently to boost ratings on a traditionally slow night.
It’s all a game of chess. Jerry Jones plays it better than anyone. He understands that being the centerpiece of Sunday afternoon isn't just about football; it's about being the focal point of American culture for three and a half hours.
Actionable Steps for the Modern Fan
- Check the "Master Schedule" on NFL.com every Tuesday. This is when the league usually announces any minor shifts in kickoff times for the upcoming weeks.
- Download a "Scores" app like The Score or ESPN. Set alerts for the Cowboys specifically. They will push a notification to your phone if a game is flexed from afternoon to evening.
- Verify the Broadcaster. Don't just assume it’s on FOX. Use sites like 506sports.com to see the "coverage maps" and confirm if your local station is actually airing the game.
- Plan for the "Sun Glare." If you're attending in person during the late window, check your seat orientation. Avoid the western-facing glare if you actually want to see the field during the second quarter.
- Account for the "Post-Game Traffic." A 3:25 PM start means a 7:00 PM finish. In Arlington, that means you aren't getting out of the parking lot until 8:15 PM. Plan your Monday morning accordingly.
The obsession with the Cowboys game Sunday time isn't going away. As long as they remain the league's biggest draw, they will continue to dominate that late-day slot. It's the price you pay for following a team that everyone—from the league office to the casual viewer—wants to see.