Starting with the 2022 NFL season, measurement will include full coverage of the TNF broadcast – pre-game, in-game and post-game 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.

This will be the first time a streaming service will have one of its live programmes measured as part of Nielsen’s national TV measurement service.

TNF will be measured and processed using Nielsen’s panel, allowing for the same metrics to be reported across all other national networks, continued trending and comparability.

According to Nielsen’s ratings, NFL games and shoulder programming accounted for the top 27 live telecasts in 2021, and 47 of the top 50.

“Nielsen is the long-time leader in the measurement space, providing gold-standard currency to the media industry and we’re thrilled that Amazon recognises that and is working with us to bring a streaming service into our national TV measurement for the first time ever,” said Deirdre Thomas, managing director of US audience measurement product sales at Nielsen.

“We are committed to delivering comparable, comprehensive measurement of all audiences, across all platforms, and this agreement to measure TNF viewership is a testament to that commitment.”

Srishti Gupta, director of media measurement at Amazon Ads, said: “Our collaboration with Nielsen will allow us to provide advertisers with familiar campaign measurement to make apples-to-apples comparisons across their multi-channel media investments.

“Additionally, advertisers will have access to metrics from Amazon that will provide actionable insights to understand brand awareness, engagement and sales.”