Despite concerns about lower-than-expected viewership for the NFL’s inaugural Black Friday game in 2023, Amazon Prime Video has successfully sold out its commercial inventory months in advance. Advertisers have eagerly invested, paying between $650,000 and $750,000 for 30-second spots during the game. This eagerness reflects optimism about the opportunity to reach a significant audience, especially considering the high-profile Kansas City Chiefs, one of the league’s most-watched teams, will be featured.
The prior year’s results may have fallen short of Amazon’s projections, with 9.61 million viewers tuning in for the Dolphins vs. Jets matchup. However, with the Chiefs’ impressive average of 24.2 million viewers across their national broadcasts, marketers appear confident about their investments. Recent trends also indicate a positive shift, with this season’s Thursday Night Football averaging 13.3 million viewers—an 8% increase compared to the previous year. Amazon’s tournament has notably attracted about a million more viewers per game since the start of the season.
Furthermore, data shows that audiences watching Black Friday’s NFL games are significantly more inclined to search for advertised brands than those watching other holiday promotions, such as Thanksgiving broadcasts. The Thursday Night Football viewership is also younger, with a median age of 48.4 years compared to the NFL’s traditional audience average, making it a desirable platform for advertisers targeting younger demographics.
Despite concerning numbers sometimes suggesting a mismatch, the upcoming matchup between the struggling 2-9 Las Vegas Raiders and the formidable 10-1 Chiefs might still provide an exciting game. Kansas City’s narrow victories indicate that the Raiders may have a fighting chance. Additionally, the sparse competition on TV with lesser college football games should further enhance viewership numbers for Amazon.
The combination of Amazon’s strategic ad placements, the Chiefs’ national popularity, and minimal competition enhances the likelihood of success for advertisers. With innovative ad technology and a strategic time slot, the investment in this Black Friday game could yield significant returns, making it an exciting moment for both Amazon and its partners.
Summarizing, the excitement surrounding Amazon’s Black Friday NFL game fuels optimism for advertisers looking to maximize exposure during this significant shopping period. The blend of a prominent team and a favorable viewing environment may enhance engagement and viewer participation, reinforcing confidence in this evolution of football broadcasting.