Nielsen and Amazon have signed an agreement to measure Prime Video‘s exclusive NFL Thursday Night Football (TNF) telecasts.

Starting from the 2022 season, including pregame, in-game and postgame programming, the three-year deal is the first time that a streaming service will be included in Nielsen’s National TV measurement service. 

Measurement will include full coverage of the TNF broadcast on Prime Video and Twitch, as well as the over-the-air stations in teams’ local markets each week, and out-of-home viewing.

Deirdre Thomas, Managing Director, US Audience Measurement Product Sales at Nielsen, said: “We’re thrilled that Amazon 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.”

TNF will be measured and processed using Nielsen’s panel, like other NFL matches, allowing for the same metrics to be reported across other national networks, continued trending, and comparability. 

“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,” added Srishti Gupta, Director of Media Measurement at Amazon Ads.  

“Our collaboration with Nielsen will allow us to provide advertisers with familiar campaign measurements 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. This powerful combination of first and third-party measurement is something only Amazon can provide.” 

The partnership kicks off with the preseason game on 25 August which sees the San Francisco 49ers take on the Houston Texans

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