June 16, 2024

The Super Bowl isn’t the only big football property that will be crammed full of advertising.

Amazon’s Prime Video has sold out all the commercial inventory attached to its new “Black Friday” game, the first event the NFL has earmarked for the day after Thanksgiving and the start of the holiday-shopping season, according to Danielle Carney, head of NFL ad-sales for the company. Amazon has also sold out of ad inventory in the “” games slated for November 16 and November 30, she says, in part because the company has tried to sell broader ad packages that connect an ad message across a broader swath of content.

“We are excited by this, by how we can event-ize Black Friday for advertisers, and we have been thinking about it that way,” Carney told Variety. “We have been thinking of ways to reward fans that tune in through curated holiday deals and exclusive deals,” she adds, noting that some ads may carry interactive banners at the bottom of the screen or a QR code that may take viewers to shopping opportunities. Amazon is also encouraging sponsors to launch new campaigns and new creative concepts to get viewers excited about making purchases.

The executive declined to comment on the price Amazon has been seeking for commercials in the Black Friday game. The company has in the past been aggressive about seeking a premium, comparing its streams of “Thursday Night Football” to the big-audience Sunday games broadcast each week of the NFL season by Fox, CBS and NBC. Carney declined to say if Amazon has sought more than $1 million for a 30 second ads or even if the company has sought prices higher than those charged for a more typical Thursday-night stream.

More to come…

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