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+).>