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Nielsen, Amazon Seal ‘Thursday Night Football’ Ratings Pact; Numbers To Include Out-Of-Home, Twitch And Local TV Viewing

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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.

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