Featuring the two-time defending champion Chiefs in yet another nailbiter, the second-annual Black Friday NFL game posted a huge increase over last year.
In the second-annual Black Friday NFL game, Raiders-Chiefs averaged 13.51 million viewers across Amazon Prime Video and local broadcast affiliates in the participating markets — up 41% from Dolphins-Jets last year (9.61M).
The Chiefs’ narrow win, which peaked with 17.43 million in the 6 PM ET quarter-hour, ranks a middle-of-the-pack sixth out of 12 windows on Prime Video this season. Despite the presence of the Chiefs, it was actually the least-watched game on Prime Video during the month of November — though it should be noted that the month produced four of the top six games.
The Black Friday game is not part of the Amazon Thursday Night Football package and is excluded from the network’s TNF averages. TNF has averaged 13.25 million viewers so far this season, meaning that the Black Friday audience was slightly above the primetime average.
Raiders-Chiefs averaged 2.53 million viewers among adults 18-34 and 5.72 million in adults 18-49, up 43 and 34 percent respectively from last year (1.77 and 4.28 million), though below the TNF averages of 2.73 and 6.18 million. With the overall audience above average and the demographic viewership below average, it goes without saying that the Black Friday audience skewed a bit older than is typical for Prime Video.
As one would reasonably expect, the Black Friday audience was nowhere close to that of Thanksgiving 24 hours earlier.
