Thursday Night Football
scouting report
By Amazon Ads
From the first-ever NFL game on Black Friday to innovative ad products, here’s what to expect from Prime Video’s second season as the exclusive home to TNF.
The TNF experience
Thursday Night Football’s Emmy Award–winning coverage features game-changing offerings that enhance the viewing experience and provide unique perspectives from both legendary voices and fresh-off-the-field players. With multiple alternate streams and a slate of star-studded matchups featuring all 14 playoff teams from last season, Thursday Night Football on Prime Video is the must-watch kickoff for every football fan’s weekend.
Don’t miss a snap all season long
TNF on Prime Video
Star-studded matchups featuring all 14 playoff teams from 2022. Thursday Night Football on Prime Video kicks off the NFL week with its exclusive stream at 7 p.m. ET with live coverage all night long from the stadium.
- TNF Tonight (7-8 p.m. ET): Tune in for pregame analysis and exclusive interviews, live from the field.
- TNF Kickoff (8-8:15 p.m. ET): The TNF crew gets viewers ready for kickoff.
- TNF Postgame: Check out the first word after the final whistle with on-field interviews and instant analysis of the night’s biggest moments.
- TNF Nightcap: Wrap up the night with the stars of the game, TNF analysis, and a look ahead to the NFL weekend.
First-ever NFL game on the biggest shopping day of the year
Streaming exclusively on Prime Video
This Black Friday, Amazon is offering free access to the Miami Dolphins vs. New York Jets matchup for all fans, including those without a Prime membership. Football’s newest tradition kicks off on November 24 at 3 p.m. ET.
Helping brands reach a more engaged, affluent, and younger adult audience
A closer look at the
TNF audience
TNF’s September 15, 2022 debut, featuring the Los Angeles Chargers and the Kansas City Chiefs, boasts the most-streamed NFL game ever, reaching an average minute audience of 13 million viewers.1
Younger
The TNF audience is 8 years younger than 2022 NFL linear viewers (47 vs. 55); 22% of our audience is between the ages 18–34 vs. 14% for NFL linear; and 49% is between the ages 18–49 vs. 35% for NFL linear2
Engaged
TNF viewers watch an average of 84 minutes per game (+38% vs. MNF; +14% vs. SNF)3
Leaned-in
TNF viewers are 35% more likely to take action by searching for brands advertised on TNF than brands/products advertised on Sunday Night Football and Monday Night Football.4
Affluent
The TNF audience is more upscale vs. NFL linear: $98,500 HHI vs. $82,300 average HHI5
Exclusive
We’re providing advertisers the ability to reach an untapped audience, 17% of our P18–49 demo is not watching the NFL on ESPN and/or NBC, and 11% isn’t watching on CBS or Fox6
No. 1 network
Amazon is the No. 1 network in weekday primetime, with the highest average viewership from 8 to 11 p.m.7
1 Nielsen, Live+SD. Sept 15, 2022
2 Nielsen, Live+SD. 2022 NFL regular season. Sept 8, 2022–Jan 8, 2023. NFL linear includes ESPN, ESPN2, ABC, NBC, CBS, Fox.
3 Nielsen, Live+SD. 2022 NFL regular season. Sept 8, 2022–Jan 8, 2023.
4 EDO; NFL prime-time comparison includes NFL Kickoff on NBC, Sunday Night Football on NBC, Monday Night Football on ESPN, through Dec 29, 2022. Search rate on Google.
5 Nielsen Live=SD, NFL linear= NFL regular season including CBS, NBC, Fox, and ESPN/ESPN2/ABC
6 Nielsen, Live+SD. 2022 NFL regular season. Sept 8, 2022–Jan 8, 2023. NFL linear includes ESPN, ESPN2, ABC, NBC, CBS, Fox.
7Nielsen Live+SD, 9/15/22-12/29/22.
Tap into TNF’s new and enhanced ad products
The 2023 Thursday Night Football (TNF) season brings new and enhanced ad opportunities for advertisers. Fresh innovations including audience-based creative and interactive video ads can help brands connect with audiences, upping the ante for engagement and relevancy. Remarketing will help advertisers continue the conversation with TNF audiences after the final whistle is blown, by reengaging with TNF viewers across other Amazon products.
