Nielsen Strikes Measurement Deal With Amazon for Thursday Night Football

Prime Video’s exclusive NFL broadcast will be included in national TV ratings

Even though Thursday Night Football is moving exclusively to Prime Video this season, marketers won’t be in the dark about how many viewers are watching the games—and their ads.

Nielsen and Amazon have signed a three-year agreement to measure Prime Video’s NFL Thursday Night Football streaming broadcasts.

This is the first time a streaming service will have one of its live programs measured as part of Nielsen’s National TV measurement service.

“Nielsen is the long-time leader in the measurement space, providing gold-standard currency to the media industry, and we’re thrilled that Amazon recognizes that and is working with us to bring a streaming service into our National TV measurement for the first time ever,” said Deirdre Thomas, managing director, U.S.

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