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468 How Amazon Misread the NFL Ad Market

The Information
Sahil Patel @ The Information · 06/07/2023 09:00 EDT

How Amazon Misread the NFL Ad Market

Last summer, advertising representatives for a national pizza chain in the U.S. met with Amazon ad executives to negotiate a potential sponsorship deal for Amazon Prime Video’s broadcast of “Thursday Night Football.” Amazon executives asked the pizza chain for commitments of up to $12 million for the full season, double what the chain wanted to spend, said a person with direct knowledge of the matter.

Amazon’s aggressive demand reflected its confidence in the popularity of NFL games, which are routinely th

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