Amazon’s Thursday Night Games Will Be Ranked By Nielsen

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Amazon tells sponsors it expects 12.5 million viewers for Thursday night football in 2022. Whatever the actual numbers are, everyone will know them – thanks to the folks at Nielsen.

Jean Ourand from Sports Business Journal reports that TNF games will have Nielsen ratings for the next three seasons. This is the first time Nielsen’s audience measurement system will include a streaming service.

This introduces real transparency to the process, which streaming companies have mostly resisted. As Ourand notes, they don’t typically share specific viewing information with advertisers. When they do, there’s no way to prove the numbers are accurate.

Nielsen will provide viewership data for pre-game, game and post-game programming on Amazon Prime, Twitch and local broadcast channels that will broadcast each game live, in both participating teams’ markets. .

An industry executive with deep knowledge of viewing habits predicts that for the top games on the slate, the average Amazon audience will be between 5 and 7 million.

Nielsen’s numbers will debut next Thursday night, when Amazon gets a preseason test drive for the game between the 49ers and the Texans. Those numbers will no doubt be much lower than the early Week 2 numbers in 30 days, when the Chargers take on the Chiefs.

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