Amazon Provides Make-Goods To ‘Thursday Night Football’ Advertisers

Los Angeles Rams' Cooper Kupp (L) breaks away from Cincinnati Bengals' Jessie Bates III during Super Bowl LVI between the Los Angeles Rams and the Cincinnati Bengals at SoFi Stadium in Inglewood, California, on February 13, 2022. (Photo by FREDERIC J. BROWN / AFP) (Photo by FREDERIC J. BROWN/AFP via Getty Images)

At a glance

  • Amazon says it has compensated advertisers for lower-than-expected “Thursday Night Football” viewership this season.
  • The streaming giant would not comment on how and where it made TNF advertisers whole. But the vast majority of the “make-goods,” or free compensatory ads, were issued during the 2022 NFL season, said sources.
  • “We are very pleased with the viewership and customer feedback for the first season of Thursday Night Football on Prime Video and first-ever full package of NFL games exclusively provided by a streaming service,” an Amazon spokesperson said in a statement. Through the 2022 season, TNF averaged 11.3M viewers according to Amazon’s first-party measurement and the median age was the youngest in a decade for a full-season NFL package.”

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