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Local TV Station Trade Group Says NFL ‘Thursday Night Football’ Viewership Rivals Prime Video Streaming

On Aug. 25, Amazon debuted its first exclusive Prime Video NFL “Thursday Night Football” game as part of the streamer’s 11-year rights to the weekly game — reportedly valued at $1.2 billion annually.

The preseason matchup featuring the San Francisco 49ers at the Houston Texans generated 1.04 million total viewers, nationally. In the two home markets where the game aired on local broadcast TV (San Francisco and Houston) the game attracted 494,135 combined total viewers, or nearly half of the national delivery, according to Nielsen data.

A special quirk in the Prime Video deal is that the NFL is broadcasting the weekly game on local TV stations in the home markets of teams competing.

To Steve Lanzano, CEO of the Television Bureau of Adverting (TVB) trade group, the viewership numbers underscore the power of local broadcast TV and major sports franchises.

“Just two local TV stations in San Francisco and Houston easily attracted 48% of Amazon’s national delivery, and that’s just preseason!” Lanzano said in a statement.

According to Nielsen, Prime Video generated 1,035,000 (Live+SD P2+) impressions. The local KTVU station in San Francisco generated 264,355 impressions, and local Houston station KRIV generated 229,780 impressions.

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