NFL Reveals Historic Impact of Kickoff Rule Change, Highest Return Rate in 19 Years

If it seems like kickoff returns have been a bigger part of the game during the start of the 2025 NFL season, it's because they absolutely have been through the first seven weeks.

The NFL shared updated data Wednesday that revealed 79.3 percent of the kickoffs have been returned, which is the highest rate since 2006. It is also significantly higher than the 31.7 percent mark through Week 7 of last season.

It's not just a higher rate of returns. The returners are racking up more yardage at a higher clip as well:

The NFL designed its new kickoff rules in part with an eye on more returns, and so far it has worked. With touchbacks being placed at the 35-yard line, there is more incentive for kicking teams to make sure the ball stays in play and lands in the landing zone.

What's more, the non-kicking players being unable to move until the ball is caught or hits the ground in the landing zone means they are not able to build up the typical running start of momentum to cut the returner short deep in his own territory.

The players being closer to each other when they line up also cuts down on the number of high-speed collisions, which makes the play safer on the surface.

Having so many more returns and those returns going for more yards changes the dynamic of the end of halves and games. It gives teams a better chance at starting with favorable field position, which increases the ability to move into scoring range in a shorter amount of time.

That doesn't figure to change given the early returns on the rule changes.