Streaming era for there will be something like the years it’s had on broadcast networks: Nielsen ratings.
Amazon and Nielsen have signed a three-year agreement for the measurement company to provide audience data to Thursday Night Football on Prime Video. The deal marks the first time a live broadcast will be part of Nielsen’s national television metering service.
It also means that the NFL and its advertisers will use the same data for TNF games they make for Sunday and Monday games on CBS, Fox, NBC and ESPN/ABC – and those numbers will be made public in a way that data for streaming is rarely available.
“Nielsen is a longtime leader in metrology, providing the gold standard currency for the media industry, and we are delighted that Amazon recognizes that and is working with us to bring it to life for the first time. our national TV streaming service, said Deirdre Thomas, Nielsen’s executive director of audience measurement product sales in the United States. “We are committed to providing comprehensive, comparable measurement of all subjects, across all platforms, and this agreement to measure TNF viewership is testament to that commitment. “
Amazon will have exclusive rights to Thursday Night Football slate – which in recent years has had a home on Fox and the NFL Network – as part of a massive, $100 billion media rights deal the NFL and its media partners signed in 2021 Prime Video previously didn’t have the exclusive rights to stream Thursday’s games alongside Fox and NFL Network broadcasters, and has an exclusive game at the end of the 2020 season.
Nielsen will measure TNF audience on Prime Video, the Amazon-owned Twitch platform – where popular streamers Dude Perfect will provide alternative commentary – and local affiliates bringing the game to the air in its home market of teams. The company will also measure Amazon’s pre- and post-game shows.
“Our partnership with Nielsen will allow us to provide advertisers with a familiar campaign measurement method for comparing apples and apple in their omnichannel media investments. “Additionally, advertisers will have access to metrics from Amazon that will provide useful insights for understanding brand awareness, engagement, and sales. This powerful combination of first- and third-party measurement is just Amazon can provide ”.
By Nielsen Thursday Night Football The measurement can also indirectly provide a glimpse of how big Prime Video’s footprint is in the US. The streamers’ 2020 exclusive, played on a Saturday afternoon in late December, averaged 5.9 million viewers (including local affiliates), according to the NFL. About 81 percent of the audience (4.8 million) watched on Prime Video and Twitch.
Last season, Thursday Night Football averaged 14.91 million viewers for Fox/NFL Network’s 11 simulcasts and 7.78 million for four NFL Network exclusive games. According to Nielsen estimates, the latter is about 57.5 million homes in the 2021-22 season.
The deal with Amazon is also a win for Nielsen, which has seen its long-standing dominance in the ratings market begin to flare up in recent years. The company was suspended from national TV recognition last year by the Media Review Board, an industry watchdog, amid complaints that it was significantly underwhelming viewers and failed to put up a scoreboard. Control your national TV in the early days of COVID-19. pandemic. Media companies, while still using Nielsen, have also turned to a number of other companies to provide different types of TV measurements.
Nielsen will begin measuring Amazon’s NFL games with a pre-season contest on August 25 between the San Francisco 49ers and the Houston Texans. The Thursday Night Football Slate is scheduled to begin September 15, the second week of the league’s regular season.