Brian Steinberg-Senior audience Nielsen Brian Steinberg-Senior

Nielsen, Amazon Strike Three-Year Pact to Measure ‘Thursday Night Football’

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Brian Steinberg Senior TV EditorThe NFL’s “Thursday Night Football” may be moving to Amazon, but it’s going to be measured as if it were still playing on traditional TV.Nielsen and Amazon have struck a three-year deal to measure Prime Video’s new season of “Thursday Night Football” and stack it up against TV programs with national audiences tabulated by the media-measurement giant.

The pact comes as many of the nation’s big media companies have vociferously expressed disapproval of Nielsen’s efforts in the streaming era and tried to prod advertisers to consider other forms of audience measurement.Nielsen said the agreement marks the first time a streaming service will have one of its live programs measured as part of the company’s measurement of national TV audiences.

Starting with the 2022 season, Nielsen will measure viewership for Amazon Prime Video’s full game broadcast, as well as pregame and postgame programming.

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