Why Amazon’s disappointing NFL Black Friday ratings aren’t worrying advertisers

Amazon’s Black Friday NFL game was a hot commodity for advertisers heading into Thanksgiving weekend—the first time brands could pair their holiday bargain messages with the e-commerce platform’s tech-loaded NFL programming. Prior to kickoff, buyers and brands compared the game to the Super Bowl, and one told Ad Age that they anticipated north of 20 million viewers. But rather than the anticipated bang, Amazon’s “Black Friday Football” ratings landed like a sputtering parade balloon.