Amazon Refunding Advertisers On 25% ‘Thursday Night Football’ Audience Miss

Amazon, which last August paid $1 billion for 10-year rights to stream 15 regular season and one pre-season Thursday Night Football games on Prime Video — the NFL’s first exclusive national broadcast package with a digital streaming service — is now offering advertisers refunds or alternate ad inventory after audiences for the just-completed season fell about 25% of Amazon’s preseason estimates, one source says.