Nielsen, the leading provider of television audience measurement, has announced that it will not use Amazon’s first-party data to measure the viewership of NFL’s Thursday Night Football (TNF) on Prime Video and Twitch. This decision comes after a backlash from broadcast networks, who argued that Nielsen was favoring Amazon and violating the industry standards.
Nielsen’s Plan to Incorporate Amazon Data
Last month, Nielsen and Amazon signed a three-year agreement to measure Prime Video’s exclusive TNF telecasts, marking the first time a streaming service would be included in Nielsen’s National TV measurement service. Nielsen said the move was to “more accurately reflect the growing impact of streaming and first party data”.
According to Nielsen, the plan was to include full coverage of the TNF broadcast – pregame, in-game and postgame programming – on Prime Video and Twitch, as well as the over-the-air stations in teams’ local markets each week, and out-of-home viewing. Nielsen said it would use Amazon’s internal data, along with its own panel data, to measure the TNF audience and report the same metrics as for other NFL games on national networks.
Nielsen said the change would require the approval of the Media Rating Council (MRC), an independent body that sets the standards for audience measurement. Nielsen said it had been in discussions with the MRC about the methodology and validation process.
Broadcast Networks’ Opposition to Nielsen’s Plan
However, Nielsen’s plan was met with strong resistance from broadcast networks, who claimed that Nielsen was giving an unfair advantage to Amazon and undermining the credibility of its ratings. The networks argued that Nielsen was using a different and unverified method to measure Amazon’s streams, which could inflate the numbers and distort the comparisons with other NFL games.
The networks also accused Nielsen of being influenced by Amazon, which is one of its largest clients and a potential bidder for NFL rights. The networks said Nielsen was trying to appease Amazon and the NFL, which were reportedly supportive of the plan.
The Video Advertising Bureau (VAB), a trade group representing television networks, sent a letter to Nielsen demanding it to stop the initiative. The VAB said Nielsen’s plan was setting a “dangerous precedent” and was putting the “thumb on the scale” in favor of TNF, more than the other networks (CBS, Fox, NBC and ABC/ESPN) that carry NFL games.
The VAB also questioned Nielsen’s reliability and accuracy, citing its recent controversies over underreporting TV viewership during the pandemic and failing to get MRC accreditation for its national TV ratings.
Nielsen’s Backtrack on Including Amazon Data
On September 7, Nielsen announced that it had decided not to use Amazon’s data for TNF ratings, at least for now. Nielsen said it had listened to the feedback from its clients and partners and had agreed to pause the implementation of the new methodology until further notice.
Nielsen said it would continue to work with the MRC and other stakeholders to ensure that its measurement of streaming services meets the industry standards and expectations. Nielsen also said it would provide additional information and transparency on its methodology and validation process.
Nielsen said it would still measure TNF on Prime Video and Twitch using third-party sources, comparable to what television networks use. Nielsen also said it would still measure over-the-air stations in local markets and out-of-home viewing for TNF.
Nielsen’s first regular season TNF game this season is on September 14 when the Los Angeles Chargers travel to Arrowhead to take on the Kansas City Chiefs.
