Amazon sought $2.8M for a package that included inventory in each of its 10 "TNF" telecasts, as well as "other ad inventory across Amazon's platform," according to Alexandra Bruell of the WALL STREET JOURNAL. However, sources said that there were "skeptics among advertisers and not everyone went all in," as some paid around $1M less than the original asking price. Amazon has "access to 22 spots per game, including pre-, post- and in-game ads -- inventory that on traditional TV goes to local broadcast stations." Advertisers who purchased spots on Amazon's NFL telecasts are "sizing up the platform's potential, and determining how best to exploit it." It is an "important test for Amazon as it ventures into live sports and tries to become a digital advertising powerhouse." For some, the appeal is Amazon's "promise of 'attribution,' the idea that the company can show that ads led to an increase in brand awareness or online store sales, including on Amazon.com." For others, the "big draw is the affluent audience -- NFL games can only be viewed by subscribers to Amazon's $99-a-year Prime service." Sling TV was "among the advertisers that bought an Amazon NFL ad package." Other advertisers include Showtime, Gillette, Pepsi and Hyundai (WALL STREET JOURNAL, 10/13).
