Amazon Ads’ Head of NFL Sales discusses TNF advertising opportunities and recent booth talent announcements

Danielle Carney, Headshot

April 14, 2022

2022 marks a new chapter for live sports viewing as Prime Video and Twitch become the exclusive streaming home to Thursday Night Football (TNF)―presenting enhanced customer experiences for fans and advertisers alike. The exciting NFL programming will feature top-tier talent, including iconic play-by-play announcer Al Michaels and Emmy award-winning analyst Kirk Herbstreit calling the TNF games.

Over the coming months, Amazon Ads will work to help brands better understand how TNF can help them make meaningful connections with Prime Video and Twitch’s audiences of passionate and loyal NFL fans over the next 11 years. At the helm of these efforts is Danielle Carney, Amazon Ads’ Head of NFL Sales.

Carney brings a wealth of knowledge and experience in the sports media industry to her role at Amazon Ads, having previously worked in ad sales at Disney and ESPN. She’s also building a team dedicated to supporting brands that are interested in NFL advertising.

With big changes to TNF on the horizon, we caught up with Carney about what Prime Video’s NFL deal means for advertisers and how her team is working to best serve brands.

What excites you the most about TNF coming to Prime Video?

As viewers continue to adopt streaming TV at an accelerated pace, they want to maintain access to their favorite live sports. With TNF, we have an opportunity to give these fans more of the content they want.

I’m looking forward to watching Prime Video take this already number-one weeknight prime-time show across all genres to new levels by delivering new, engaging programming, as well as features that fans have enjoyed during past seasons, like X-Ray and Next Gen Stats powered by AWS.

Marrying this premium content with Prime Video provides endless opportunities to advertisers who want to reach younger adult audiences at scale―especially as we iterate on our offering over the next 11 years. We’re excited to collaborate with brands that want to get in early and be actively involved in the evolution of the TNF experience.

What do you think of Prime Video’s recent booth talent announcement?

I’m thrilled that Al Michaels and Kirk Herbstreit are coming on board to call Prime Video’s exclusive coverage of TNF. Al brings that legendary voice of the NFL that core fans know and expect, while Kirk brings a new perspective to the booth—and they both bring unparalleled experience and infectious passion for the game. This new duo will certainly resonate with our viewers and keep them coming back to watch on Prime Video and Twitch week after week.

What advertising opportunities are available through TNF with Amazon?

We’re offering myriad opportunities to get involved with TNF, catering to brands’ range of needs. Our premier sponsorships give advertisers the ability to elevate their brands during the pre-game, pre-kick, halftime, and post-game shows. But that’s not all. We’re continuing to innovate and explore other potential sponsorships and packages that will enable brands tell their stories in unique ways through our surround, alternate feeds, and ancillary programming. Our newly built creative sports team will help customize the experience for our partners.

Outside of sponsorships, brands can use Streaming TV ads to reach fans throughout games on Prime Video and Twitch. Like our sponsorships, these video ads are backed by Amazon’s first-party insights, bringing more value and insight into campaign performance for brands.

What should brands keep in mind if they’re transitioning to live sports advertising with Amazon from traditional TV?

The biggest difference is that TNF on Prime Video and Twitch is a pure digital broadcast, enabling brands to connect with cord-cutters and cord-nevers who cannot be reached through traditional TV buys. This includes Prime Video and Twitch’s younger adult, engaged audiences. We have the ability to offer interactivity and optionality to our TNF viewers through X-Ray, Twitch, and multiple alternate streams that can drive different audiences.

Brands will also be able to remarket to audiences from our TNF games. Using our first-party insights, brands will be able to continue the conversation with these viewers by reengaging them across Amazon, like through content on IMDb TV, to drive further impact.

What will the TNF audience look like during the 2022 season?

We expect the TNF audience on Prime Video and Twitch will look similar to past seasons on these services. Of this audience from the 2021 season, 38% reported that they don’t have a pay-TV service. On average, Amazon TNF viewers self-report to be 5 years younger than linear NFL viewers. Nearly two-thirds of our TNF audience are Gen Z and millennials, as compared to 45% of linear NFL viewers.1

Additionally, we expect that this premium programming will draw viewers who have historically watched TNF games through linear TV, especially as live sports streaming continues to grow. Currently, 74% of Prime Video viewers are also NFL viewers.2

How will brands be able to measure the impact of their TNF campaigns?

Advertisers will be able to analyze TNF campaign performance with Amazon Ads’ suite of full-funnel measurement solutions. These first- and third-party solutions will enable brands to access robust insights around brand discovery, purchase propensity, and loyalty, as well as metrics like brand reach, brand lift, and sales. Our goal is to provide brands with a deeper understanding of their media performance so they can make insights-driven decisions to get the most out of their investments.

For more information, reach out to your Amazon Ads account executive.

1 2021 TNF Viewer Study, Kantar, 2021
2 Amazon internal data, 2021