It turns out the NFL, sports' modern-day television ratings king, is not unbeatable.

During the fall, the super popular AMC drama The Walking Dead scored higher ratings in the all-important 18-to-49-year-old demographic in five out of eight weeks while going against NBC's Sunday Night Football.

Even though the NFL's Sunday night contests haven't all been thrillers, this is a remarkable accomplishment for AMC.

Sports Illustrated media writer Richard Deitsch put the show's feat into perspective in his column this week:

"It’s a remarkable television feat given that the NFL simply does not get out-rated on Sundays, and it makes you wonder if other networks can glean something from AMC, short of creating a show about a zombie apocalypse."

Additionally, The Walking Dead will end ESPN's 27-year run of having the most watched cable series, a streak that started when it carried Sunday Night Football and then shifted to Monday Night Football in 2006.

AMC president Charlie Collier told Deitsch that his network's feat is attributable to a year-round marketing effort, which includes the show's strong presence at conventions like Comic Con and constant social media postings. Just like how the NFL uses the Combine and the Draft to stoke offseason interest, AMC knows it must keep pushing its product throughout the year.

​"We don’t per se look at The Walking Dead in comparison to the NFL," Collier told Deitsch. "What we are really trying to do is create a fan experience and an event each week that moves and engages every viewer. For fans of The Walking Dead, the show is like their favorite team playing a home game on national TV every week."

AMC cleverly split the fifth season of "The Walking Dead" into two parts. The first half ended a few weeks ago and the second half picks up in February. There's a reason for the timing; while the show can compete with the NFL during the regular season, the playoffs are another beast. So the show proved its muscle this fall and will likely score enormous ratings in the winter when it isn't competing with football.

It should be noted, furthermore, that if time-shifted viewing (people who watch the program on DVR) is included in the ratings, "The Walking Dead" would have beaten the NFL each week.

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Mark Wahlberg, The Sports Fan

 

Mark Wahlberg, The Sports Fan

Tom Brady greets Wahlberg on the sidelines before the Patriots beat the Raiders in New England.

 

Mark Wahlberg, The Sports Fan

Kobe Bryant stops by to say hello during the 2008 NBA Finals.

 

Mark Wahlberg, The Sports Fan

Wahlberg and his sons watch the Lakers host the Knicks.

 

Mark Wahlberg, The Sports Fan

Wahlberg greets Nate Robinson of the Nuggets.

 

Mark Wahlberg, The Sports Fan

Wahlberg hangs backstage with Dwight Howard during a Spike TV event.

 

Mark Wahlberg, The Sports Fan

The 76ers have a special gift when Wahlberg visited Philadelphia.

 

Mark Wahlberg, The Sports Fan

Wahlberg and CC Sabathia enjoy the Laker game with their sons.

 

Mark Wahlberg, The Sports Fan

Wahlberg and John Salley attend a Boys & Girls Club event.

 

Mark Wahlberg, The Sports Fan

Mark Wahlberg joins Lala Vazquez and her husband, NBA star Carmelo Anthony, at Times's 100 Most Influential People In The World event in New York.

 

Mark Wahlberg, The Sports Fan

Wahlberg and Spike Lee connect at the 2011 NBA All-Star Saturday Night event in Los Angeles.

 

Mark Wahlberg, The Sports Fan

Wahlberg clowns with longtime NHL tough guy Tie Domi.

 

Mark Wahlberg, The Sports Fan

Wahlberg meets Danica Patrick at the ESPYs.

 

Mark Wahlberg, The Sports Fan

Wahlberg and Emmanuelle Chriqui present an ESPY to Olympic ski champ Lindsay Vonn.

 

Mark Wahlberg, The Sports Fan

Wahlberg meets Landon Donovan.

 

Mark Wahlberg, The Sports Fan

Wahlberg makes a point to Drew Brees at Pebble Beach.

 

Mark Wahlberg, The Sports Fan

Wahlberg is flanked by Michael Andretti and Tony Kannan at the Indy 500.

 

Mark Wahlberg, The Sports Fan

Wahlberg and Ferrell work on location for 'The Other Guys' movie at Knicks-Celtics game in New York.

 

Mark Wahlberg, The Sports Fan

Wahlberg and a costumed Derek Jeter are on location for 'The Other Guys' movie in Brooklyn.

 

Mark Wahlberg, The Sports Fan

Wahlberg throws the first pitch at Fenway Park.

 

Mark Wahlberg, The Sports Fan

Wahlberg attends a premiere with Vince Papale, whom he portrays in 'Invincible,' and Dick Vermeil.

 

Mark Wahlberg, The Sports Fan

Wahlberg and longtime Rangers fan Susan Sarandon check out the Stanley Cup.

 

Mark Wahlberg, The Sports Fan

Kasey Kahne greets Wahlberg on stage at NASCAR race in Las Vegas.

 

Mark Wahlberg, The Sports Fan

Wahlberg congratulates NBA star Corey Maggette for winning the video game tournament at his charity event.

 

Mark Wahlberg, The Sports Fan

Wahlberg stands for the national anthem with the Maloof brothers, who were then owners of the Sacramento Kings.

 

Mark Wahlberg, The Sports Fan

Wahlberg, Alex Rodriguez and Ken Griffey Jr. help the Boys & Girls Club launch an after-school program.

 

Mark Wahlberg, The Sports Fan

Wahlberg plays in the 1991 MTV Rock 'n Jock Basketball game.

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