Amazon Prime Scores Analytics Firm for Thursday NFL
Analytics firm, Nielsen, has announced a three-year deal with Amazon, to provide insights into Thursday National Football League (NFL) Prime coverage.
The announcement also marks Nielsen’s first partnership with a streaming platform.
Commenting on the partnership, Nielsen Managing director of US audience measurement product sales, Deirdre Thomas said: “Nielsen is the long-time leader in the measurement space, providing gold-standard currency to the media industry and we’re thrilled that Amazon recognises that and is working with us to bring a streaming service into our National TV measurement for the first time ever.”
“We are committed to delivering comparable, comprehensive measurement of all audiences, across all platforms, and this agreement to measure TNF viewership is a testament to that commitment,” said Thomas.
Amazon, director of media measurement, Srishti Gupta, added:: “Excitement is building for this new era of Thursday night football.”
“We are looking forward to delivering a new viewing experience and offering brands new ways to connect with current and future fans.
“Our collaboration with Nielsen will allow us to provide advertisers with familiar campaign measurement to make apples-to-apples comparisons across their multi-channel media investments.
“Additionally, advertisers will have access to metrics from Amazon that will provide actionable insights to understand brand awareness, engagement, and sales,” said Gupta.
“This powerful combination of first and third-party measurement is something only Amazon can provide.”
Additionally, Amazon, who has an 11-year partnership with the NFL, continues to champion broadcast ratings in the US, with the 2021 season broadcasting 27 live games to audiences.
The announcement comes after the NFL announced BetMGM as the league’s official sportsbook of Canada.
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