Report: Amazon to charge $2.8 million for TNF ad packages

Getty Images

Those who hope to advertise their goods and services during Thursday night games streamed by Amazon now know what it will cost. It’s still not clear to the rest of us what they will get.

According to Reuters, Amazon will charge $2.8 million for ad packages.

Amazon reportedly can sell 10 30-second spots per game. It’s unclear what an advertiser precisely will receive in exchange for the $2.8 million. Per the report, the $2.8 million package consists of 30-second ads throughout the 10-game slate that will be streamed by Amazon. Reuters notes that published reports indicated Twitter sold packages a year ago at prices ranging from $2 million to $8 million. Without more details are to everything that each package provided to advertisers, it’s impossible to compare Twitter’s deal to Amazon’s.

Twitter reportedly paid $10 million to stream 10 games last year. Amazon reportedly will be paying $50 million for the 10 games, along with (again, reportedly) $30 million in free marketing.

Sources familiar with the deal separately have insisted PFT that the $50 million and $30 million figures are inaccurate, raising the question of whether someone is pumping up the perceived price to be paid by Amazon in order to create the impression that the right to carry the games carries greater value than it actually does. With the current broadcast deals expiring across the board in five years and with real questions lingering about where the multiple billions will come from the next time around, it makes plenty of sense to create the impression that companies continue to pay way too much for the ability to show NFL games. Even if, you know, they aren’t.