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Lots of good detail was provided earlier...
The Cowboys were huge in the 60s/70s/ some of the 80s/90s.
Don Meredith, Roger Staubach, Troy Aikman...
30 playoff appearances, 21 Division Titles, 10 Conference Championships (8 modern era) and 5 Super Bowl Titles - '71, '77, '92, '93, '95
Texas is a big state, loves football ... The Cowboys (and their cheerleaders) were dominant and popular during the important early years and rise of the NFL. When the NFL on TV really took off, the Cowboys were a big part of it. Meredith was on MNF after he retired - did I mention the cheerleaders?
Sure, they haven't done much in the last 15 years - so the younger generation of football fans don't get it and don't view them as America's Team. So, in 20 years... that moniker likely isn't used as much, if at all.
Three SBs in the 90s really goes a long way in helping the last generation of fans (bandwagon and other) continue to make them a big draw with ratings.
Fact is - when the Cowboys are on TV - ratings go up.
And, I hate the Cowboys as much as anyone... maybe more, but you have to understand more than just the last 15 years.
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