So far, Amazon has stuck mostly to the script of TV advertising, without links that would send people to its shopping hub during the game. But Little Caesars has used QR codes in their commercial spots, which send people to a site for ordering food. DraftKings, Carnival Cruise Lines and Mercedes-Benz are also among the brands advertising on "Thursday Night Football."
Amazon has been giving brands extra first-party data that could make their ad campaigns more effective. For instance, Amazon has the ability to retarget commercials to NFL viewers when those viewers watch other ad-supported channels on its platform. Amazon also has retail data that could help marketers understand when ads generate sales. Advertisers also expect that by next year Amazon will have the ability to target ads to specific demographics during the NFL games.
Amazon’s ratings are measured by Nielsen, and those have been a little lower than traditional TV when the Thursday games were on Fox. However, Amazon has been promoting the fact that it reaches a younger audience, more-coveted by brands.
“The way we’ve programmed is probably also contributing to that younger audience,” Amazon’s Donoghue said on Tuesday.
Amazon has alternate streams of the game that play on Twitch, and it is working with popular creator channels like Dude Perfect to handle coverage.