Thursday Night Football
scouting report

By Amazon Ads

Take a deep dive into TNF on Prime Video and the new era of NFL fans through insights and analysis.

Prime Video Thursday Night Football logo

The most-streamed NFL game. Ever.

The inaugural TNF matchup between the Los Angeles Chargers and Kansas City Chiefs surpassed the previous record holder (Super Bowl LVI on NBC) with an average minute audience (AMA) of 13 million viewers.

The game was also the No. 1most-watched program of the day for all age groups—and No. 1 most-watched program of the week for 18- to 34-year-olds.1

1Source: Nielsen National TV Services, Live+Same Day. The most-streamed NFL game record is based on a 12.9M AMA, which is the 15M AMA minus OTA and OOH. This provides an apples-to-apples comparison against NBC's digital audience.

TNF on Prime Video brings the action

Commentators for TNF

The 2022 season, by the numbers

Get the top insights on how audiences responded to TNF in 2022, including demographic trends, ad engagement, shoulder programming performance, and more.

A new audience for a new era of TNF

A conversation between Ryan Fitzpatrick and Tua Tagovailoa

Prior to the Miami Dolphins’ TNF game, Fitz sat down with his former teammate to talk about the season they shared and Tua’s current success. Expect insights, honesty, and ... ukuleles?

Watching, shopping, and engaging during TNF

A closer look at the 2022 TNF audience

Compared to the NFL TV audience, Prime Video TNF viewers are engaging more with advertising.

numbers counting down from 20 to 1

Amazon is the No. 1 network in weekday prime time, with the highest average viewership from 8 to11 p.m.1

percentages counting up to 31%

Viewers were 31% more likely to search for brands/products advertised during TNF than viewers of ads on other networks during prime-time NFL Week 13 in 2022.2


TNF viewers are 92% more likely to search for automotive brands advertised compared to Sunday Night Football and Monday Night Football prime-time viewers.3

1Nielsen National TV Services, Live+Same Day, US, through 12/15/22.
2EDO, US, 9/15/22-12/15/22. NFL prime-time comparison includes NFL Kickoff on NBC, Sunday Night Football on NBC, Monday Night Football on ESPN. Based on Google search rate.
3EDO, US, 9/15/22-12/15/22. Based on Google search rate.

The incremental reach of TNF on Amazon

At unBoxed 2022, Danielle Carney, Head of NFL Sales for Amazon Ads, shared how TNF is helping brands like Little Caesars and Carnival Cruise Line engage new audiences.

Danielle Carney speaking at unBoxed

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