Here is Prime Video’s Thursday Night time Soccer by the Numbers

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Amazon’s Prime Video formally wrapped its second yr because the unique streaming dwelling for Thursday Night time Soccer, ending a yr of progress in each viewership and promoting.

The 2023 season averaged 11.86 million viewers per recreation, up 24% yr over yr, in accordance with information from Nielsen. Total, the NFL had its finest common season common viewership for video games since 2015, with regular-season video games averaging 17.9 million viewers.

Greater than 50% of Prime Video’s 2023 TNF advertisers had been net-new versus the 2022 season, and round 20% of these advertisers had been new to the NFL.

“There are manufacturers that had been already invested with Amazon and utilizing totally different ways and now abruptly you add this superb property like Thursday Night time Soccer into the Prime Video combine,” Amy McDevitt, Amazon Adverts’ sports activities model partnership lead, informed Adweek. “Now you see manufacturers that had been historically doing streaming TV or on-line video with Amazon instantly extending themselves into the NFL, which is one thing that we’re extremely happy with.”

In keeping with Amazon information shared with Adweek, TNF adverts delivered a 70% greater search fee on Google than broadcast and cable prime networks and a 59% greater search fee than NFL linear networks.

In the meantime, the strongest classes included conventional NFL staples like automotive and insurance coverage, however there was additionally power in CPG and grocery.

“That most likely has one thing to do with these manufacturers being endemic and having that earlier Amazon Adverts expertise and trying to lengthen that into this huge second with TNF each week,” mentioned McDevitt.

Breaking the huddle with new audiences

This yr, Prime Video broadcast the primary Black Friday NFL recreation, which efficiently offered out its promoting stock early.

The sport, which aired at 3 p.m. ET, averaged 9.61 million viewers, which is under the TNF common. Nonetheless, the matchup between the Jets and the Dolphins introduced in new audiences for TNF and Prime Video.

In keeping with Nielsen, 24% of viewers had been watching TNF for the primary time this season, and 31% of the Black Friday viewers didn’t watch any of the opposite three NFL Thanksgiving video games.

Prime Video experimented with shoppable throughout the recreation, and the corporate mentioned that whole engagement with interactive adverts was greater than 250% greater than the common recreation week throughout each Interactive Video Adverts (IVA) and QR codes.