Amazon, Nielsen Ink Pact for TNF Audience Measurement Data

Amazon and Nielsen signed a three-year measurement deal for Prime Video’s exclusive NFL Thursday Night Football (TNF) telecasts, saying it’s the first deal of its kind where a streaming service will be included in Nielsen’s national TV measurement service. Starting with the 2022 NFL season, measurement will include pregame, in-game and postgame programming on Prime Video and Twitch, over-the-air stations in teams’ local markets and out-of-home viewing, they said. 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. The collaboration will allow Amazon to provide advertisers with “familiar campaign measurement to make apples-to-apples comparisons across their multi-channel media investments,” said Srishti Gupta, Amazon Ads director-media measurement. Nielsen is to begin measuring TNF on Amazon starting Aug. 25 with a preseason game between the San Francisco 49ers and Houston Texans.