“While we’re still awaiting official Nielsen ratings, our measurement shows viewership numbers exceeded all of our viewership expectations,” Prime Video chief sports executive Jay Marine said today in a note to staff about the “resounding success.” ” from the official streamer Start on September 15.
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“Our first exclusive TNF The broadcast delivered the most-watched primetime night in the US in Prime Video history,” Prime Video Vice President, Global Head of Sports, told colleagues in the memo (read below). “This is a great achievement. during our TNF streaming, we also saw the three biggest hours for US Prime subscriptions in Amazon history, including Prime Day, Cyber Monday and Black Friday.”
Now, as Marine said, there is still no official data from Nielsen that gives concrete form to these claims. However, while we wait for the actual numbers, clearly, as they were with the September 1 two-episode premiere orf The Lord of the Rings: The Rings of PowerPrime Video is feeling pretty happy.
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The Kansas City Chiefs’ hard-fought 27-24 victory over the Los Angeles Chargers at Arrowhead Stadium last week was the first of 15 games per season at the streamer founded by Jeff Bezos in a deal with the NFL that runs for the next few years. 11 years. Putting its money where its hopes and streams are, Prime Video is estimated to have shelled out around $1 billion per season for the exclusive rights to gridiron matchups, a number that Bezos and NFL commissioner Roger Goodell, could have conversed from their vantage point watching the Chiefs-Chargers Game last week.
While the Nielsen numbers are yet to come, we do know of some actual numbers that Amazon itself released not too long ago. In discussions with media buyers earlier this year, Amazon anticipated around 12.5 million viewers per game. In a linear to streamer transition, that’s a drop from the weekly viewership the Murdochs-owned Fox had on average in its last full season of TNF last year.
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Amazon has committed to adding more audience data transparency regarding TNF.
In the meantime, here is Marine’s full memo to Amazon staff:
I wanted to take a moment to reflect on last Thursday night and share my personal congratulations and thanks. On Thursday night, we made history by delivering the first game of the regular season in our groundbreaking 11-year deal with the NFL. And for every measure, Thursday night football on Prime Video it was a resounding success. From the stellar production of the game to the quality of the broadcast that customers watched at home, Prime Video proved that we are among the best in sports media.
To put it in context, let me share some of the results. Our first exclusive TNF broadcast delivered the most-watched primetime night in the US in Prime Video history. This is a great achievement. during our TNF streaming, we also saw the three biggest hours for US Prime subscriptions in Amazon history, including Prime Day, Cyber Monday and Black Friday. And while we’re still waiting for official Nielsen ratings, our measurement shows that viewership numbers exceeded all of our viewership expectations. This was also a great technical achievement – our tech and product teams rose to the challenge and delivered a fantastic streaming experience to our millions of viewers.
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I couldn’t be more proud of all of our teams – everyone in engineering/tech, product, programming, production, talent relations, legal, BA, marketing and PR have worked tirelessly over the last 18 months to ensure that football fans from all over the country we would see the best of us, and in all aspects all of you more than dedicated. Your customer focus, hard work and dedication have been amazing and inspiring.
And as we like to say, it’s always “Day 1”. That is certainly true for all of us today. This is just the beginning. We will continue to be customer focused, innovating and improving each week, starting this week in Cleveland with a great Steelers vs Browns rivalry game!
Thanks again and congratulations!