Thursday Night Football

New VAB study found that Thursday Night Football audiences were down significantly in 2022 after shifting exclusively to streaming, with average audience declining 37%

The hard to reach 18-34 demo was up 11% while the average total audience dropped to 11.3M per game

Much delayed audience data shows Amazon averaged 15.3 million viewers across all platforms for first exclusive TNF game

TVB cited Nielsen data showing 48% of Amazon’s national audience for the August 25 NFL preseason game came from two markets where the game aired on local broadcast TV

Three-year deal marks the first time a streaming service will have one of its live programs measured as part of Nielsen's National TV ratings

Streamer gets its exclusive rights a year early

Additional broadcaster options and new original programming also part of Prime Video’s offerings

Amazon Prime will stream Thursday Night Football and a late-season Saturday game

Format issues and dropped coverage limited those able to watch football in higher resolution.

Fox, which is adding Thursday Night Football this season, is offering new ad formats that will bring sponsors “closer to the action” during upfront discussions.