Nielsen, Amazon Sign Agreement for National TV Measurement of NFL’s ‘Thursday Night Football’ on Prime Video

Nielsen and Amazon Aug. 16 announced the signing of a three-year agreement to measure Prime Video’s exclusive NFL “Thursday Night Football” telecasts, a first-of-its-kind deal where a streaming service will be included in Nielsen’s National TV measurement service. Starting with the 2022 NFL season, measurement will include full coverage of the TNF broadcast — pregame, in-game and postgame programming — on Prime Video and Twitch, as well as the over-the-air stations in teams’ local markets each week, and out-of-home viewing.

This will be the first time a streaming service will have one of its live programs measured as part of Nielsen’s National TV measurement service. TNF will be measured and processed like all other NFL games, using Nielsen’s panel, allowing for the same metrics to be reported across all other national networks, continued trending, and comparability. According to Nielsen’s ratings, NFL games and shoulder programming such as pregame and postgame accounted for the top 27 live telecasts in 2021, and 47 of the top 50.

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Deirdre Thomas, managing director of U.S. audience measurement product sales at Nielsen, said the company’s long-time leadership tracking viewership across the household television is that gold-standard currency to the media industry.

“We are committed to delivering comparable, comprehensive measurement of all audiences, across all platforms, and this agreement to measure TNF viewership is a testament to that commitment,” Thomas said in a statement.

“Our collaboration with Nielsen will allow us to provide advertisers with familiar campaign measurement to make apples-to-apples comparisons across their multi-channel media investments,” added Srishti Gupta, director of media measurement for Amazon Ads.

Gupta said the Nielsen partnership will enable advertisers to have access to metrics from Amazon that could provide insights to understand brand awareness, engagement and sales.

“This combination of first and third-party measurement is something only Amazon can provide,” he said.

Nielsen will begin measuring TNF on Amazon starting with its preseason game Aug. 25 featuring the San Francisco 49ers and Houston Texans. Amazon’s exclusive 15-game TNF regular season slate kicks off Sept. 15 when the Los Angeles Chargers travel to Arrowhead to take on the Kansas City Chiefs. Twenty-nine of the NFL’s 32 clubs will appear on TNF this season, culminating Dec. 29 when the Tennessee Titans host the Dallas Cowboys.

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