DPr

[Joe Pompliano @JoePompliano]

Amazon is paying $100 million to broadcast the NFL's first-ever Black Friday game.

But it's really a chess move to steal market share from brick-and-mortar stores and generate online sales.

Let me explain 👇

Thanksgiving Day football has always been huge.

Last year's games averaged 33.5 million viewers, including 42 million viewers for the Cowboys vs. Giants — the most-watched regular season game of all time.

2022 Average Viewership
• NBA Christmas Day: 4.27 million
• NFL Thanksgiving Day: 33.5 million

But the NFL has never done a Black Friday game because 1) it's a holiday known for people leaving the house to go shopping and 2) the Sports Broadcasting Act of 1961 prohibits NFL games on Fridays after 6 pm ET and all day on Saturdays during the fall.

This rule was implemented by Congress to protect high school and college football from seeing a decline in attendance and viewership because of the NFL.

But Amazon offered the NFL $100 million for the game, so they decided to put it at 3 pm ET to skirt the rule.

And it's an even better deal for Amazon.

Amazon is allowing anyone to watch — Amazon's first TNF broadcast generated more Prime sign-ups than any other 3-hour window in company history — and Amazon is also reportedly charging 2x more than their TNF broadcast for 30-second ad placements.

Cost Of A 30-Second Commercial
• Thursday Night Football: $440,000
• Black Friday: $880,000

But more importantly, Amazon will leverage its new ad strategy called "audience-based creative."

This will enable brands to target different audience segments with different ads in the same time slot.

For example, according to Ad Age, Bose will show three different ads using Amazon's ad technology.

The first ad features Joe Burrow and will be delivered to non-Prime members, while the other two Bose ads will feature different products and be shown only to Prime members based on their Amazon Prime search history.

And here's the best part...

These targeted ads will also be shoppable, meaning viewers can watch the commercial, place the product in their cart with the click of a button, and checkout without ever leaving the broadcast.

That makes Amazon's broadcast far more valuable than a typical commercial — brands will be able to retarget these customers after the game — and it also gives us a view into how brand advertising could look in the future.

Companies like Amazon and Apple are only going to spend more money on live sports rights, and their ad targeting could change how brands market forever.

Now that's pretty damn cool.

** If you enjoyed this breakdown, follow me @JoePompliano for more sports business content **

[DPr @zta319]

@CityNewsTO Great, and those arrested will be out tonight stealing more cars. Manufacturers should be forced to make their cars more secure from these thefts.

[DPr @zta319]

KEEP HIGH PARK OPEN TO VEHICLES - Sign the Petition! https://t.co/nLbSGwiTDE via @CdnChange

[DPr @zta319]

@CHogarthPC There will be no change until the government and the judiciary make the punishment reflective of the crime. OR for bail, conditional sentence on conviction hardly is a deterrent for these thieves.

[DPr @zta319]

@ClintEastwoo_ Merry Christmas to you too, Mr. Eastwood.

[DPr @zta319]

Pret A Manger is opening its first Toronto locations https://t.co/B6rJWHbmg0

[DPr @zta319]

Greg Olsen’s fashion sense is tragic! Plaid suit and polka dot tie. Hey Greg, try turning the lights on in your closet when picking your clothes. #ThursdayNightFootball

[DPr @zta319]

@TorontoArgos WonderWall Oasis #Argos

[DPr @zta319]

@Rexdalechc @TOVaccineFinder @VaxHuntersCan @CP24 @680NEWS M9B?

[DPr @zta319]

@AirCanada online booking is stuck on the insurance page. Will not let me proceed on booking.

[DPr @zta319]

@MLB Jim Rice

[DPr @zta319]

@CP24 Wonder if it was the same guy I saw leave his kid to crawl over the front seat touching all the controls of his running CRV at the 7/11 on Islington while he went to draw money on Monday.

[DPr @zta319]

@AirCanada So let’s say the mybookings page will not let you do that even though you booked online?
Calling air canada reservations is also futile.

[DPr @zta319]

@beagley_olivia @AirCanada Count yourself lucky they put you on hold. Air Canada shutdown that facility now.

[DPr @zta319]

@AirCanada Booked online February 28th, yet the cancel my flight option is deactivated on My bookings page. Air Canada isn’t taking phone calls. What do I do?

[DPr @zta319]

10 Reasons to Consider a Career in the Skilled Trades - Maclean's https://t.co/iUZWaQRap4

[DPr @zta319]

@dextweets1 @CP24 Can’t sue a minor and the school will roll the costs into a tuition increase. Parents can afford to pay. Small price to pay to have your kid schooled to become a Bay Street Douche Bag.

[DPr @zta319]

@CBCLorenda @CBCNews Disgraceful, but expected. I’m sure these 3 boys will have a nice celebration and Merry Christmas ski trip to celebrate. The victims will feel the affects for the rest of their lives.

[DPr @zta319]

@CBCNews Disgraceful!

[Clue Heywood @ClueHeywood]

Probably the worst thing about putting a Peloton bike in my spotless huge kitchen is when my dumb kid interrupts the workout. Where is Consuela? She has one job!