WebBlog

In the realm of American football, Amazon has made significant strides by securing exclusive streaming rights for the new Thanksgiving Friday game.

This move has sparked widespread interest and discussions about the impact of such a colossal investment. 

The Game and Amazon's Investment

• In October 2022, Amazon paid a staggering $100 million for exclusive streaming rights to the new Thanksgiving Friday game, a substantial amount even when compared to the fee for an entire season of 'Thursday Night Football'.
• This investment by Amazon is a strategic move, considering the lack of competition from other major entertainment options during the Thanksgiving Friday afternoon, making the game uniquely valuable for the company.
• The willingness of Amazon to spend such a significant amount for a single game showcases the company's commitment to leveraging unique opportunities in the sports entertainment industry.

Advertiser Excitement and Cost

• Amazon's Black Friday game has generated "significant excitement" among advertisers, with some treating it as akin to the Super Bowl by producing new creative specifically for the game.
• The price for a 30-second ad spot within the live broadcast was reported to be approximately $600,000, with variations based on factors such as advance purchase and extensive advertising during Amazon's 'Thursday Night Football' season and surrounding programming.
• Notably, the price for a 30-second ad spot during the Black Friday game was nearly double that of a regular 30-second ad on 'Thursday Night Football' with Amazon, costing companies $880,000 per 30 seconds.

Impact on Consumer Behavior

• The game became a platform for Amazon to inundate audiences with in-game shopping features, QR codes, and advertisements, leveraging the event to influence consumer behavior and drive sales.
• Amazon's extensive advertising technology allowed for the creation of scannable QR codes and in-game shopping features, further blurring the lines between entertainment and consumerism.

Viewer Engagement and Advertiser Return on Investment

• An analysis by EDO found that the average ad during the game was estimated to deliver over $1.3 million in media value for participating brands, showcasing the powerful return on investment for advertisers.
• EDO defined engagement as the lift in consumer intent behaviors, such as searching for a brand online, in the minutes after an ad airs, indicating increased sales and market share for the brands.
• The streaming environment on Amazon's Prime Video was reported to amplify the impact for brands, as consumers were more likely to watch and engage with ads due to the nature of the streaming environment.

Future Implications

• The success and impact of Amazon's Black Friday Football game have sparked discussions about the future of sports and entertainment consumption, raising questions about the potential evolution of sports viewing.
• The unique positioning of Amazon in the sports entertainment industry, with exclusive streaming rights and significant investments, sets the stage for potential transformations in how sports are watched and monetized in the future.

To sum things up, Amazon's expenditure for Black Friday Football signifies a strategic foray into the sports entertainment landscape, with significant investments, innovative advertising technologies, and a focus on influencing consumer behavior.

The impact of this move on the future of sports viewing and the return on investment for advertisers serves as a testament to the evolving dynamics of sports and entertainment in the digital age.

ncG1vNJzZmiekaOus6%2FHZ5qopV%2BXubCz0miln6Rfnby4ecyumqFllJ6xbq3MmrGopl2lrrp5xaipZpqclrCsecWroJ2ZqWKzsLvTm5ilpA%3D%3D