Amazon Prime Video’s Black Friday Football not only drew a 41% larger audience audience for its sponsors than last year, but commercials during the game were very effective, according to data from EDO, which tracks the impact of ad campaigns.
EDO said that ads during this year’s Black Friday Football were 6% more effective than the average ad in an NFL primetime games. Black Friday ads were also 51% more effective than the average ad during this year’s NFL games on Thanksgiving.
Compared to the average ad running in primetime on broadcast and cable, ads on the Amazon stream were 74% more effective.
Paying $750,000 per 30 seconds, that’s the kind of return on investment advertisers are counting on when dealing with Amazon, which has a ton of data on consumer buying behaviors.
The commercial that generated the most engagement with consumers was for Solo Stove featuring Snoop Dogg. The ad garnered 13.6% of all TV-driven engagement during the Black Friday game according to EDO.
Many of the ads during Black Friday Football had football themes, featuring players and former players, including members of Amazon’s studio crew. A good number of the ads also had interactive features that enabled viewers to get special offers, discounts and be able to place items in their Amazon carts by pressing a button on their TV remote control.
Last year, EDO measured retail commercials in the Black Friday game and found that consumer who saw a retail ad were 127% more likely to drive engagement than the retail primetime average.
Other top ads during the Black Friday Football telecast were for the Oura Ring, Ray-Ban, LEGO and Kia.
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