As wait continues for official numbers, Amazon expects Chargers-Chiefs audience to exceed 12.5 million

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As the wait continues for the official Nielsen audience numbers for Thursday night’s game between the Chargers and Chiefs, Amazon has high hopes. Higher even than what Amazon reportedly had hoped for.

Before the season began, Amazon reportedly told potential advertisers that the audience for the streaming-only game (with traditional TV in the home markers of the two teams) will hit 12.5 million. John Ourand of Sports Business Daily reports that Amazon executive Jay Marine informed staff on Monday afternoon that the official viewership figure “should exceed” that number.

“While we’re still waiting for official Nielsen ratings, our measurement shows that the audience numbers exceeded all of our expectations for viewership,” Marine wrote.

On Saturday, Ourand reported that the final numbers were expected by Monday. Ourand now reports that the numbers won’t arrive until Tuesday. Or Wednesday. Or Thursday.

Obviously, something seems fishy. And Amazon has a clear incentive to find a way to pump up the numbers. The NFL does, too. With big numbers reported for the first game, more people may be inclined to tune in to the next one, and so on. Reporting gigantic numbers creates a belief in those who didn’t watch that they’re missing out on something millions of others are enjoying.

Still, Amazon and the NFL will need all the help they can get to get people to watch Thursday night’s game, given that the quarterback matchup has deteriorated from Justin Herbert versus Patrick Mahomes to (checks notes and dry heaves) Mitch Trubisky vs. Jacoby Brissett.

And, yes, I choose to be skeptical about all of this. It’s highly unlikely that more than 10 million people watched Thursday’s game. If so, there would have been a lot more complaints about Amazon’s clunky fast-forward and rewind features, along with the periodic (or, for me in the second half incessant, buffering).

We all have to deal with streaming only NFL games on Thursday nights. But we’re not required to like it. And the media isn’t required to blindly praise the performance of the product when, in comparison to what other streaming services (like YouTube TV on Monday night with both Tennessee-Buffalo and Minnesota-Philly playing out without a hitch) can do.

14 responses to “As wait continues for official numbers, Amazon expects Chargers-Chiefs audience to exceed 12.5 million

  1. Interesting. Throughout my IT career it was always basic to know how many clients were actively streaming. It should be just as basic for Amazon to know which clients are subscribed from bars and which from homes. So, in theory, Amazon should have been capable of publicizing an industry standard number at the conclusion of their broadcast. (And, for the record, I suffered no issues all game long. Except for the part where neither Al Michaels nor Kirk Herbstreit picked up on when LA TE Gerald Everett tried to get himself subbed out after back-to-back receptions only to see Herbert go to him a third time when he was too gassed to adjust to Herbert’s inside throw. Merely the play of the game.)

  2. If more NFL games start leaving public TV and basic cable ,the NFL will finally kill the golden goose for me .

  3. The only thing I was disappointed with was I hit pause at one point for a phone call and when I unpaused it it went right back to live rather than picking up where I had stopped it. Guess they REALLY want you to watch commercials.

  4. Interesting, over 12 million…. Any update on the “ONE” QB, that shouldn’t have been on the field, with “broken” rib cartilage

  5. I like Amazon to deliver stuff to my door, I was already paying for that service. So the video side of it was “free” to me.

  6. zonedout100 says:
    September 19, 2022 at 11:28 pm
    I hate Amazon and have no intention of paying for their service.

    94Rate This

    This seems like a lot of animosity over what is basically an on-line version of a WalMart. I can understand not having Prime, but “hate” the whole company?

    Why would anyone “hate” Amazon?

  7. “With big numbers reported for the first game, more people may be inclined to tune in to the next one, and so on. Reporting gigantic numbers creates a belief in those who didn’t watch that they’re missing out on something millions of others are enjoying.”

    I find that hard to believe there are people out there that decide what to watch based on last weeks Nielsen ratings.

  8. If NFL wants more money, they will offer single team package and that will include every single game for that team regardless of which service or network has the rights.

  9. If you had buffering problems Florio it’s your home router, not Amazon. Game played beautifully for me and since I don’t have NFL network it was great.

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