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Amazon Prime Video Giving Thursday Night Football Advertisers Make Goods

“We are very pleased with the viewership and customer feedback for the first season of Thursday Night Football on Prime Video…”

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Thursday Night Football

Amazon Prime Video has notified advertisers it will be giving them make goods for failing to meet viewership projections during its first season broadcasting Thursday Night Football.

A report from Michael McCarthy of Front Office Sports details the compensatory ads being given to those who were told by the streaming platform it expected an average audience of 12.5 million viewers. That number was down from the 13.4 million viewers averaged by FOX in 2021.

According to Amazon’s internal reporting, Thursday Night Football viewership averaged 11.3 million in 2022. Nielsen’s numbers indicated an average of 9.6 million viewers.

“We are very pleased with the viewership and customer feedback for the first season of Thursday Night Football on Prime Video and first-ever full package of NFL games exclusively provided by a streaming service,” an Amazon spokesperson told Front Office Sports. 

“Through the 2022 season, TNF averaged 11.3M viewers according to Amazon’s first-party measurement and the median age was the youngest in a decade for a full-season NFL package. We worked closely with our advertising partners throughout the season to deliver on our commitments, and we look forward to creating even more opportunities and innovations next season.”

A report from Insider claims the streaming platform has been “scrambling” to appease advertisers for its ratings miss. However, it did add that advertisers “are likely to give Amazon a pass overall, given this was the first season for a streaming-only TNF”.

Amazon reportedly touted its “younger viewership as a key benefit” of advertising on the platform. According to Amazon, the median age of its Thursday Night Football audience was 47. That is seven years younger than the average audience of NFL games on linear television.

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Sports TV News

3.72 Million Tune In To See LeBron James Break Scoring Record

Jordan Bondurant

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Lakers star LeBron James surpassed the NBA’s all-time scoring record on Tuesday night, and TNT benefitted from the milestone ratings wise.

According to Sports Media Watch, Tuesday night’s game averaged 2.98 million viewers. That figure made it TNT’s biggest regular season audience in over two years.

The broadcast peaked at 3.72 million around 11:45 p.m. when James passed Kareem Abdul-Jabbar for the record.

Reporting also indicated that the game was the number one single-network program on TV in key demographics.

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Sports TV News

Disney Makes ESPN Independent Division In Corporate Restructuring

Jordan Bondurant

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ESPN

Disney is in the process of reorganizing and restructuring the company, and details have emerged about the company’s plans for ESPN.

Deadline reported on Wednesday that ESPN will be one of three standalone segments comprising Disney. Entertainment and Parks, Experiences & Products are the other two segments.

The reorganization comes amid the exit of former CEO Bob Chapek and the re-entry of CEO Bob Iger. As one of Iger’s first moves back running Disney, he announced a restructuring of Disney Media & Entertainment Distribution.

It was also reported that Jimmy Pitaro will continue as the president of ESPN.

In total, more than 7,000 jobs will be eliminated after the restructuring.

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Sports TV News

Roger Goodell: ‘Wouldn’t Surprise Me’ To See Thursday Night Football Move to Flex Scheduling

“Not today, but it’ll certainly be something that’s on our horizon.”

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Thursday Night Football

In 2023, Monday Night Football will join Sunday Night Football in having the ability to flex NFL games into its window. NFL Commissioner Roger Goodell said Thursday Night Football could someday join that elite club.

During his “State of the League” speech Wednesday, Goodell said Thursday Night Football having the ability to flex matchups “wouldn’t at all surprise me”.

“Not today, but it’ll certainly be something that’s on our horizon,” the NFL Commissioner said.

ESPN bargained for the ability to move higher profile games into Monday Night Football during its negotiations with the league for the next television contract that begins this upcoming season.

NBC has long held the ability to shift a select number of games from earlier windows into the Sunday Night Football primetime slot.

Amazon Prime Video just completed the first of an 11-year contract that sees the streaming platform spend nearly $1 billion per year on the Thursday Night Football package.

One of the largest storylines of Amazon’s debut season with the NFL was the near-constant ridicule from play-by-play announcer Al Michaels over the lackluster TNF schedule. Michaels made headlines over several weeks for his candor on the lack of interesting matchups, going as far as to joke that if the schedule didn’t improve he would retire.

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