How much did Amazon Pay for TNF? For the 2022-23 NFL season, Thursday Night Football has found a new home in the form of Amazon’s Prime Video. Amazon secured the exclusive rights to stream NFL games on Thursday, marking a new era for football fans.
For the next 11 years, Prime Video will continue to stream NFL games on Thursdays. The streaming giant showcases live-action games and subscribers get their commentary from veteran callers Al Michaels and Kirk Herbstreit.
How much did Amazon Pay for TNF?
The NFL regular season is now in the books, which means we not only know who’s going to the playoffs but also how many people tuned in.
In the media, the biggest move this season was Amazon’s (AMZN 0.64%) decision to purchase the exclusive rights to broadcast Thursday Night Football games outside of local markets. The company paid $11 billion to carry Thursday Night Football for 11 seasons, streaming it on Prime Video to entice more sign-ups for its membership program and as a retention tool.
With just 15 Thursday Night Football (TNF) games in the season with a preseason game thrown in, Amazon paid $67 million per regular season game this season, comparable to the budget for a Hollywood movie. With a steep price stage like that, did Amazon get its money’s worth?
Why is Thursday Night Football on Amazon Prime and not Fox or NFL Network?
Amazon had previously shared Thursday Night Football games with Fox and NFL Network. However, in March 2021, the NFL announced that Jeff Bezos’ company would be the first streamer to have exclusive rights to an NFL package commencing from the 2022-23 season.
The streaming platform has had immense success so far, especially with the transition from traditional telecast to online services.
In new NFL deal, Amazon to be exclusive home for ‘Thursday Night Football’ at a reported $1B per year
Amazon is going deep in its relationship with the National Football League, signing on for a new 10-year deal that will make Prime Video the exclusive home of “Thursday Night Football.”
The move was announced Thursday as part of the NFL’s long-term broadcast agreements, running from the 2023 to 2033 seasons.
The new deal, alongside agreements with Fox, NBC, CBS and ESPN, is the NFL’s first all-digital pact with a media partner and reports put a hefty price tag on Amazon’s commitment. Sportico reported that Amazon effectively doubled the $660 million Fox was paying for “TNF” and will pay $1.3 billion a year, or $14.5 billion over the length of the deal. CNBC also cited sources putting the figure at about $1 billion a year.
Amazon first took over streaming rights for “TNF” from Twitter in 2017, paying $50 million back then. Last year the tech giant and the league announced a renewal of that partnership, which brought 11 games broadcast by Fox on television to an audience watching on Prime Video and Amazon-owned Twitch across a variety of sites, apps and devices.
Amazon has previously boasted that its streaming games were available to 150 million paid Prime members in more than 200 countries.
Amazon said in a news release that Prime Video will deliver new pre-game, half-time, and post-game shows, and it will continue to offer fan-favorite interactive features like X-Ray and Next Gen Stats, for a customizable viewing experience. As part of the deal, Prime Video also secured rights to a weekly slate of original NFL programming and expanded rights to in-game highlights for all NFL matchups.
Sportico speculated on whether Amazon will outsource production of its games or whether Prime Video will build a team from the ground up.
NFL Commissioner Roger Goodell said that Amazon will enable the league to grow its fanbase “in innovative and compelling ways.”
“NFL games are the most watched live programming in the United States, and this unprecedented ‘Thursday Night Football’ package gives tens of millions of new and existing Prime members exclusive access to must-watch live football on Prime Video,” Mike Hopkins, SVP of Prime Video and Amazon Studios, said in a statement.
Each “TNF” game will also be televised in the participating teams’ home marketplaces, in keeping with the NFL’s long-standing commitment to make its games available on free, over-the-air television.
Beyond broadcasting, Amazon’s relationship with the NFL extends to the league’s use of Amazon Web Services as its official cloud and machine learning provider. Next Gen Stats provide real-time location, speed, and acceleration data for every player during every play.
A bigger push into NFL broadcasting and the 11 million or so viewers who regularly watched “Thursday Night Football” on TV is sure to further boost Amazon’s surging advertising business, which has become the tech giant’s fastest growing business segment.
How much did Jeff Bezos pay for Thursday Night Football games?
Jeff Bezos has been keen on securing a mammoth broadcast deal with the NFL ever since his company tested the waters in 2017. As per reports, Amazon Prime purchased the exclusive streaming rights to Thursday Night Football last year for a whopping $1.3 billion per year.
Which TNF games will be streamed live on Prime Video this season?
A total of 15 Thursday Night Football games will be broadcast on Prime Video in 2022. So far, the five TNF games have already been a massive hit on Prime Video. The pregame coverage for football on Thursday night begins at 7 PM ET and the live games begin at 8:15 PM ET.
‘Audience Based Creative’ will be in effect.
Amazon will leverage its new ad capability, “audience-based creative.” This allows brands to target different audience segments with different messages and actions – all in the same time slot.
For example, according to Ad Age, Bose will show three different ads using Amazon’s ad technology. One version has been created specifically for non-Prime members, while the other two will be shown to Prime members, displaying different products based on their past Amazon shopping behaviors.
This is a unique advantage that Amazon can bring to advertisers – its enormous pile of first party customer data. Amazon knows far more about you and your household than you may think – what type of pets you have, the ages of your children, what genres of TV you like, your dietary habits, your dress size, and much more.
Despite having arguably the most intimate picture of households across America, in past Thursday Night Football games I have noted an overall lack of customization with the ads. During the first game, myself and 5 other colleagues (all geographically- and demographically-dispersed) dutifully tracked all the advertisers in each ad slot in the first half of the game. The only difference we saw was some of us were served ads for Claritin, while the other saw ads for Atepro or Lotrimin Ultra (all brands from the same company).
Knowing just how much behavioral data Amazon is sitting on, so far I believe there’s been a missed opportunity to truly target audiences in a dynamic way. I am curious to see if today’s game brings something new to the table.
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