National Live+1 audiences for Amazon Prime’s telecast of the January 10 NFL playoff match delivered 31.6 million impressions and a 9.82 rating. Rating points are defined as a representation of how many people watch a specific program within a measurement area—meaning about 9.82% of US TV households were tuned into the broadcast.
But this figure includes broadcast viewership coming from the home team’s designated market areas, leaving Amazon’s streaming-only audience around 29.87 million impressions.
The highest-rated NFL game in the same weekend was on broadcast television. Fox’s NFL broadcast delivered 40.97 million impressions and a 12.73 rating.

Broadcast’s potential: Despite the rise of sports streaming consumption, broadcast and traditional TV deliver high performance potential for advertisers looking to reach massive sports audiences.

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