The Jacksonville Jaguars are the red-headed stepchild of the NFL.
The league’s decision to put an expansion franchise in Jacksonville was considered questionable even in 1995 – the expansion group had actually pulled themselves out of the running a year earlier – and might not have happened if St. Louis had an ownership group that had its act together, with Jacksonville being announced a full month after the Carolina Panthers. Any expectation that Jacksonville would grow large enough to justify the league’s investment didn’t pan out to the degree needed, and today, the Jaguars not only represent the fourth-smallest market in the league, but in all of professional sports – but unlike New Orleans, Buffalo, and Green Bay, don’t get to rely on a significant chunk of their state to pull in fans, and have never gotten the chance to pull in a significant fanbase beyond that.
For many years, the only thing keeping the Jags from being in the running to move to Los Angeles seemed to be a 30-year lease with an ironclad clause making it basically impossible to terminate it early, and the Jags seemed to be running out the clock until the lease ran out and they could move to a bigger market, especially once they effectively made London their second home. That ended once Shad Khan bought the team and committed to keeping the team in Jacksonville, eventually securing a new stadium deal, but one that, according to polls, residents of the city aren’t entirely happy with. Jacksonville has embraced the Jaguars more than Las Vegas has embraced the Raiders (#LARaidersVegasChargers), and there are plenty of worse markets when it comes to fan passion, but the team still doesn’t pull the numbers you’d want to justify having a team in a market of its size. (In the year the linked tweet covers, the three teams in smaller markets than the Jaguars all drew more than double the household rating, including the Packers in Milwaukee.)
As far as the league is concerned, the Jaguars seem to be the team they regret, the team with the smallest fanbase and the least amount of juice to justify putting them in featured windows. Over the last three years, the only Tier 1 games not to be placed in featured windows other than Ravens-Bengals have been Jaguars games in 2023, including a game against the mighty Chiefs the league evidently considered the most disposable of the Chiefs’ games against quality opponents. Last week the league announced two flexes in three days, and in both cases they passed up games involving the 9-4 Jaguars for flexing. Each decision was at least somewhat explicable on its own – maybe Fox protected Jaguars-Broncos over Chargers-Cowboys figuring the league wouldn’t flex in the latter, maybe there’s a rule prohibiting the Broncos from being flexed into Sunday night the week before a Thursday road game, maybe the prospect of Colts-Texans being a Saturday game Week 18 made the league rule out flexing in Jaguars-Colts (to say nothing of the Colts playing on Monday night the previous week, which was an oversight for me not to note on the table at any point). But on the surface, taken together, they sent an unmistakable message about just how little the league and its network partners see the Jaguars.
When I link new posts on Mastodon and Bluesky, I go beyond simply posting the title of each post and instead write short blurbs teasing and previewing them. For last week’s Flex Schedule Watch post, I said that the week’s developments seemed to show that the Jaguars were the Bizarro Cowboys: whereas the Cowboys would never be flexed out of primetime, the Jaguars were doomed never to be flexed in. The last time the Jaguars were flexed into a featured window still felt like a slap in the face: a Titans-Jaguars division title game punted to ESPN on Saturday of Week 18 in favor of a Lions-Packers game where the Lions were at risk of being, and were, eliminated before game time. I don’t know if the Jaguars have ever been flexed into primetime where there was an existing tentative game.
To be sure, it’s not that it’s surprising that the league treats the Jags as ratings poison; I’ve effectively kept the Jags out of the running for flex spots even when their record would otherwise justify it. As far as I can tell, before this month I’d only once predicted a Jaguars game would be flexed into primetime: Week 8 of 2023, and that was under the assumption that Fox would protect Rams-Cowboys. The league decided to stick with a game involving a 1-5 Bears team, and just like with last week’s flexes, the decision was explicable on its own, if only because flexing in any game other than Rams-Cowboys would have involved some crossflexes between networks, and the league had other options that were clearly better than the tentative, so it’s possible the league just didn’t want to deal with the logistical hurdles any flex would involve. That convinced me that the league would never use an early flex for any reason other than a star player being hurt, only for that to be disproven the following year when the league flexed out a game involving… the Jaguars. But now I have to wonder: how much of this decision was because the league wanted to avoid flexing in the Jags, which boasted the best available alternative game, at all costs?
I’ve said before that the league’s claims that flex scheduling means that teams can “play their way into primetime” was a sick joke for some teams that had much higher hurdles to “play their way into primetime” than others. But it may well be that for the Jaguars, it’s an out-and-out lie.
How NFL flexible scheduling works: (see also the NFL’s own page on flex schedule procedures)
- Up to two games in Weeks 5-10 (the “early flex” period), and any number of games from Week 11 onward, may be flexed into Sunday Night Football. Any number of games from Week 12 onward may be flexed into Monday Night Football, and up to two games from Week 13 onward may be flexed into Thursday Night Football. In addition, in select weeks in December a number of games may be listed as “TBD”, with two or three of those games being assigned to be played on Saturday. Note that I only cover early flexes if a star player on one of the teams is injured.
- Only games scheduled for Sunday afternoon, or set aside for a potential move to Saturday, may be flexed into one of the flex-eligible windows – not existing primetime games or games in other standalone windows. The game currently listed in the flex-eligible window will take the flexed-in game’s space on the Sunday afternoon slate, generally on the network that the flexed-in game was originally scheduled for. The league may also move Sunday afternoon games between 1 PM ET and 4:05 or 4:25 PM ET.
- Thursday Night Football flex moves must be announced 21 days in advance. Sunday and Monday Night Football moves must be announced 12 days in advance, except for Sunday night games in Week 14 onward, which can be announced at any point up until 6 days in advance.
- CBS and Fox have the right to protect one game each per week, among the games scheduled for their networks, from being flexed into primetime windows. During the early flex period, they may protect games at any point once the league tells them they’re thinking of pulling the flex. It’s not known when they must protect games in the main flex period, only that it’s “significantly closer to each game date” relative to the old deadline of Week 5, but what evidence exists suggests they’re submitted within a week or so of the two-week deadline; what that means for Thursday night flexes that are due earlier is unclear.
- On paper, CBS and Fox are also guaranteed one half of each division rivalry. However, in 2023 some Week 18 games (see below) had their other halves scheduled for the other conference’s network, though none were scheduled for primetime, and this year there’s another such matchup and another matchup that has one game on the other conference’s network and the other in primetime.
- No team may appear more than seven times in primetime windows – six scheduled before the season plus one flexed in. This appears to consider only the actual time the game is played, that is, Amazon’s Black Friday game does not count even though the rest of their TNF slate does. This post contains a list of all teams’ primetime appearances entering the season.
- Teams may play no more than two Thursday games following Sunday games, and (apparently) no more than one of them can be on the road without the team’s permission.
- In Week 18 the entire schedule, consisting entirely of games between divisional opponents, is set on six days’ notice, usually during the previous week’s Sunday night game. One game will be scheduled for Sunday night, usually a game that decides who wins the division, a game where the winner is guaranteed to make the playoffs while the loser is out, or a game where one team makes the playoffs with a win but falls behind the winner of another game, and thus loses the division and/or misses the playoffs, with a loss. Two more games with playoff implications are scheduled for Saturday on ABC and ESPN, with the remaining games doled out to CBS and Fox on Sunday afternoon, with the league generally trying to maximize what each team has to play for. Protections and appearance limits do not apply to Week 18.
- Click here to learn how to read the charts.

7-3

9-2

2-9

8-2

5-5
4-6