Nielsen Will Incorporate 1st-Party Amazon Data In 'Thursday Night Football' Ratings

Confirming efforts it announced earlier this year, Nielsen will be using both its national TV panel-level derived data and Amazon "first party" data to measure "Thursday Night Football" viewing for the upcoming second season on the Prime Video streaming service.

A Nielsen representative insists “this is a capability not just for Amazon, but something we are offering for any client with a similar need with live streaming programming."

Nielsen says it is doing this to “more accurately reflect the growing impact of streaming and first party data.” 

For its first season a year ago “Thursday Night Football”on Amazon's Prime Video averaged 11.3 million viewers, according to its first-party viewership measurement. By way of comparison, traditional Nielsen measurement was 15% below this level -- averaging 9.58 million viewers per game. 

Amazon says its first-party data includes Nielsen TV measurement as well as out-of-home, over-the-air and NFL+ viewership.

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For its first-party viewership measure, Amazon says it “aggregates direct viewing data from the millions of devices and accounts watching in order to provide a clear and comprehensive understanding of viewership across Amazon's channels.”

Amazon touts “viewer engagement” data being better than on  traditional linear NFL TV telecasts. On Prime Video viewers (persons two years and old ) spent 85 average minutes watched per game this season, 12% higher (nine  more minutes) when compared to viewers of linear NFL telecasts (one-minute qualifier, P2+).>

1 comment about "Nielsen Will Incorporate 1st-Party Amazon Data In 'Thursday Night Football' Ratings".
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  1. Ed Papazian from Media Dynamics Inc, August 25, 2023 at 12:03 p.m.

    Gulp!

    So how does Amazon determine how many ---and what kinds of people---- who"watched" its games "saw" each commercial? More to the point, if Nielsen's new big data melding of millions of STB and ACR homes' set usage with its people meter panel's data on who claims to be watching each program is a proper representation of all in-home TV set usage why does it need first party data from Amazon? Or is this added data only a refinement for factoring in  device usage for mobile phones, tablets or laptops that the Nielsen panels can't capture? And what evidence will be supplied to time buyers showing what percentage of these non-TV set "audiences" actually watch each commercial?

    Have we become so desperate to rationalize high CPM buys that we must  include every snippet of "audience"---make that might be audience---so the sellers can monetize each "impression"----even though we know that many of the "impressions" are phantoms? Questions, questions.

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