- The game was seen by an average of 15.4 million viewers on CBS and NFL Network. (That’s the number of people watching during any given minute.)
- At any given minute, Twitter brought in an additional 243,000 viewers across its different platforms.
- In total, across CBS and NFL Network, 48 million people saw at least one minute of the Jets-Bills game.
- In total, 2.3 million people watched on Twitter for at least three seconds.
- The game’s ratings were 20 percent higher than the average of the 16 Thursday Night Football games in 2015.
Now, here’s an engagement number that’s important: those who watched on Twitter spent an average of 22 minutes tuned in. Keep in mind – a mobile audience is a focused audience. This isn’t ambient TV. If you’re watching something on your phone, you’re watching. (No, not everyone watching on Twitter was doing so on a mobile device, but many were.) This is going to be a key metric in determining value for advertisers.
So, was this a success? The market liked what it saw: Twitter stock closed up four percent Friday. We don’t know how many Twitter viewers were additive – people who wouldn’t have watched the broadcast. And the Twitter feed saw significantly fewer viewers than Yahoo’s livestream of a Bills-Jaguars game last season.
The Jets beat the Bills 37-31. Here’s the Thursday Night Football schedule for the rest of the season – all remaining nine games will be on Twitter and its affiliates:
- Week 3, Sept. 22: Houston Texans at New England Patriots
- Week 5, Oct. 6: Arizona Cardinals at San Francisco 49ers
- Week 6, Oct. 13: Denver Broncos at San Diego Chargers
- Week 7, Oct. 20: Chicago Bears at Green Bay Packers
- Week 11, Nov. 17: New Orleans Saints at Carolina Panthers
- Week 13, Dec. 1: Dallas Cowboys at Minnesota Vikings
- Week 14, Dec. 8: Oakland Raiders at Kansas City Chiefs
- Week 15, Dec. 15: Los Angeles Rams at Seattle Seahawks
- Week 16, Dec. 22: New York Giants at Philadelphia Eagles