Outside of the traditional 7 p.m. ABC/ESPN game, top college football matchups have historically all kicked off in the daylight. Think Big Ten heavyweights during “Big Noon Kickoff” on Fox, or the 3:30 p.m. ET “SEC on CBS matchups.”

But for the first time, big-time college football is taking over Saturday night: Last week, more than 20 million people watched the sport during primetime across networks — topping “Sunday Night Football.”

The most-viewed game of each week this season has kicked off at 7 p.m. ET or later, according to Sports Media Watch data. Disney’s ABC and ESPN, and Saturday night newcomer NBC, have all enjoyed the benefits of this new trend.