Nielsen, Amazon Seal ‘Thursday Night Football’ Ratings Pact; Numbers To Include Out-Of-Home, Twitch And Local TV Viewing

Nielsen And Amazon has struck a historic deal to scale viewership which begins an unprecedented run in the form of a streaming special next month prime video,

Starting next month, the pregame, in-game and postgame elements of the broadcast will count in ratings on both Prime Video and Twitch. Over-the-air local TV station carriage in both teams’ local markets – long guaranteed under NFL rules – and outdoor viewing will also be added to the metric, making it a more robust (if not entirely apple-like). is-to-apples) statistic to compare with Sunday and Monday NFL games.

The 3-year agreement represents the first time a streaming service will be included in Nielsen’s National TV measurement service, and also a first for a live streaming program. Responding to a question from Deadline, a Nielsen representative said the exact timeline of delivery of the weekly number could not be determined. For the past two years Nielsen has taken over total streaming on Netflix, Prime Video, Disney+ and Hulu, adding Apple TV+ and HBO Max to the way of those streaming rankings. The company provides the numbers for reasons related to technical and logistical considerations as well as diplomatic relations with customers about a month after the fact.

According to a person familiar with the new setup, the numbers will be distributed on the same timeline as the rest of the national numbers for broadcast and cable outlets. The official announcement did not specify the time of delivery.

Fox, NBC and CBS shared the NFL rights Thursday night, before Amazon swooped in to pay $1 billion a year exclusively through 2023 after years of simulcasting the game. The tech giant is making significant investments in live sports to capture the bulk of the tens of billions spent each year on TV advertising. Last May, it convened a spectacular presentation for advertising buyers at Lincoln Center during Newfronts, welcoming the leading broadcast duo of Al Michaels and Kirk Herbstreit to the stage. In addition to that pairing, Amazon has hired several other soccer experts behind the camera and in front of the camera, including executive producer Fred Gaudelli, who teamed up with Michaels on NBC. Sunday Night Football Juggling for 16 seasons.

Amazon reported last month that advertising services revenue rose 18% to $8.76 billion in the second quarter compared to the same period in 2021, a better performance than other digital advertising hawkers in a quarter beset by several economic challenges.

In a press release, the companies promised that Thursday night’s broadcasts would be “measured and processed like all other NFL games using Nielsen’s panel, allowing the same metrics to be reported across all other national networks, consistently.” Trends and comparability.”

The NFL’s marquee remains a draw, with game and shoulder programming occupying 47 of the top 50 spots in the overall live ratings.

Nielsen has seen its reputation dwindle a bit over the past year or two, with networks and advertisers claiming that the company underpins viewers in both streaming and linear, but it remains the dominant force in measurement despite new challenges from many emerging services. made up.

“Nielsen is a longtime leader in the measurement field, providing the media industry with the gold-standard currency and we are thrilled that Amazon recognizes this and is working with us to bring the streaming service to our national TV measurement for the first time. Deirdre Thomas, Managing Director of US Audience Measurement Product Sales at Nielsen, said: “We are committed to delivering a comparable, comprehensive measurement of all audiences across all platforms, and this agreement to measure TNF The viewership is a testament to that commitment.”

Srishti Gupta, director of media measurement for Amazon Ads, said the company aims to “introduce a new viewing experience and new ways to connect with current and future fans.” Told. Working with Nielsen, he said, “will allow us to provide advertisers with familiar campaign measurements to make apples-to-apples comparisons to their multi-channel media investments. Additionally, advertisers have access to metrics from Amazon.” There will be reach that will provide actionable insights to understand brand awareness, engagement and sales. This powerful combination of first- and third-party measurement is something only Amazon can provide.”

The new measurement framework will begin on August 25 with pre-season games, before the September 15 kickoff for the regular season.