Nielsen and Amazon have reached a landmark deal for measuring the viewership of Thursday Night Football, which begins an unprecedented run next month as a streaming exclusive on Prime Video.Beginning next month, pregame, in-game and postgame elements of the broadcast will count toward the rating, both on Prime Video and Twitch.
Over-the-air local TV station carriage in both teams’ local markets — guaranteed under longtime NFL rules — and out-of-home viewing will also be added to the metric, enabling it to be a more robust (if not entirely apples-to-apples) figure to compare with Sunday and Monday NFL games.The 3-year pact represents the first time a streaming service will be included in Nielsen’s national TV measurement service, and also a first for a live streaming program.
In response to a query from Deadline, a Nielsen rep said the exact timeline of delivery of the weekly number could not be determined.
Nielsen for the past two years has captured total streaming on Netflix, Prime Video, Disney+ and Hulu, adding Apple TV+ and HBO Max along the way to those streaming rankings.
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