Amazon.com Inc. has struck a deal with Nielsen Holdings PLC to have the ratings firm measure its coverage of “Thursday Night Football” games on its Prime Video streaming platform, the two companies said.
The deal marks the first time Nielsen /zigman2/quotes/204674663/composite NLSN -0.07% will include ratings from a streaming service in its closely watched weekly television-viewing report, whose data is crucial for determining the value of commercial time. Amazon’s /zigman2/quotes/210331248/composite AMZN -1.57% Prime Video streaming service has exclusive rights to the National Football League’s Thursday matchups starting this coming season, and the company has told advertisers its coverage would get a big audience.
“Our collaboration with Nielsen will allow us to provide advertisers with familiar campaign measurements to make apples-to-apples comparisons,” Srishti Gupta, Amazon Ads director of media measurement, said.
The three-year deal between Amazon and Nielsen will start in September, when the new NFL season kicks off, the companies said.
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