• Loading stock data...
Friday, August 22, 2025
The biggest names in sports media. All in one room. Buy tickets now!

Nielsen Backtracks on TNF, Won’t Include Amazon Viewing Data

  • Agency doesn’t gain key accreditation for new audience measurement
  • Decision will have significant on figures for key NFL showcase
Amazon-Thursday-Night-Football
Amazon

An effort championed by Amazon and the NFL to incorporate first-party streaming data into audience measurements for “Thursday Night Football” is now on hold, as Nielsen hasn’t gained the needed clearance from a key accrediting body.

At least for now, Nielsen won’t incorporate the additional data in its measurement reports without the approval of the Media Rating Council, which sets industry measurement standards.

“We remain committed to adhering to the MRC’s measurement standards,” Nielsen said. “Our aim is to ensure the process with which we introduce new ways of measuring audiences is inclusive of client feedback and held to the highest standards.”

Amazon and the NFL have supported the initiative, as it would likely elevate ratings for “Thursday Night Football” and, in turn, allow for higher ad rates during the games, with billions of dollars in advertising potentially at stake. 

The league has also long believed traditional methods have somewhat undercounted its audiences. 

But other linear networks that carry NFL games, including ESPN, Fox, and CBS — and the Video Advertising Bureau — had publicly decried the move to incorporate the first-party data, alleging it “can help cast Amazon as an overachieving NFL outlier versus its competitors.” The parties also argued that Nielsen was abandoning its long tradition of industry independence with the shift.

Nielsen will continue to eventually incorporate the first-party data in a way that meets with MRC’s blessing, but there is no projected timetable for the endeavor.

Linkedin
Whatsapp
Copy Link
Link Copied
Link Copied

What to Read

Fox Enters Streaming Wars With Leaner, Sports-Heavy Approach

A different strategy marks the arrival of the network’s streaming service.
Andy Reid

Andy Reid Office Shooting Went Unreported for a Year

Reid was inside at the time but wasn’t injured.

NBC’s MLB Chase Built on Vision for Yearlong Sunday Night Sports

NBC Sports is gunning for a Sunday night slate rivaling “The Sopranos.”

Featured Today

Nov 23, 2024; Minneapolis, Minnesota, USA; Penn State Nittany Lions head coach James Franklin looks at quarterback Drew Allar (15) during the first quarter against the Minnesota Golden Gophers at Huntington Bank Stadium.

Private Equity Enters College Sports—Without the Equity

As college football starts, lending agreements have become PE’s best way in.
Sep 8, 2024; East Rutherford, New Jersey, USA; New York Giants running back Eric Gray (20) returns a kickoff against the Minnesota Vikings during the first half at MetLife Stadium.
August 18, 2025

‘Fauxbacks’ Throw Back to a Retro Uniform That Never Existed

Many throwback jerseys are brand-new designs or “Franken-Unis.”
August 17, 2025

‘Labubu Gang’: The Creepy-Cute Dolls Sweeping Pro Sports

The creepy-cute doll is the hottest collectible—and fashion statement.
Middle Tennessee wide receiver Cam'ron Lacy (86) catches a pass and carries the ball during the season final home football game against New Mexico State on Saturday, Nov. 23, 2024.
August 15, 2025

How Middle Tennessee State Added $668,000 to Its NIL Budget

The Blue Raiders are creating a new blueprint for cutting costs.
HAPPY GILMORE 2. (L to R) Quin Stiller as Will Zalatoris Caddie, Will Zalatoris as Himself, Benito Antonio Martínez Ocasio as Oscar Mejias and Adam Sandler as Happy Gilmore in Happy Gilmore2.

‘Happy Gilmore 2’ Becomes Netflix’s Most-Watched U.S. Movie Debut

The Adam Sandler, golf-themed movie sets more streaming records.
August 20, 2025

NFL Preseason Games Are Popping Up on YouTube’s Sunday Ticket

The $2 billion out-of-market package covers only the regular season.
Jey Uso and Pat McAfee look at each other after Uso’s win Saturday, Feb. 1, 2025, during the WWE Royal Rumble at Lucas Oil Stadium in Indianapolis.
August 20, 2025

WWE Will Leave Peacock for ESPN 6 Months Early

Peacock’s final show will be “Clash in Paris” on Aug. 31.
Sponsored

Building A Pro League From Scratch

Front Office Sports and Gainbridge® spotlight what it takes to build a professional women’s soccer league.
August 20, 2025

Inside ESPN’s ‘Industry Shaping’ DTC Plan, What’s at Stake

Many bundle offers and opaque metrics mark the high-profile launch.
Kyle Busch talks with Nexstar Media Group, Wednesday February 14, 2024 during Daytona 500 Media Day at Daytona International Speedway
August 19, 2025

$6.2B Nexstar-Tegna Deal Could Create Local Sports Juggernaut

CW parent company Nexstar looks to acquire its rival in a major deal.
August 15, 2025

NFL Preseason Week 1 Delivers Record Audience for NFL Network

The channel averaged 2.1 million viewers for its eight live telecasts.
Padraig Harrington is interviewed by the Golf Channel on the 18th green after the final round of the TimberTech Championship at The Old Course at Broken Sound on Sunday, November 5, 2023, in Boca Raton, FL.
August 14, 2025

From Golf to EPL, Versant Targets Deals After NBCU Split

The USGA’s media-rights extension included NBCU and the spin-off Versant.