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2023 Black Friday marked a significant event “Black Friday Football” for both Amazon and NFL. Seated in front of the TV at 1:20 pm, I took note of all the advertisements until the end of the game at 6:04 pm.

In my lighthearted data compilation, here are some key observations:

A substantial 30% of the total showtime, equivalent to 78 minutes out of 274, was occupied by advertisements due to the nature of a football game.

I categorized 167 commercial ads into 15 groups, including Amazon, NFL, Automotive, Apparel, CPGs, Electronics, Entertainment, Financial, F&B, Insurance, Retail, Travel, Telecommunications, Others, and Campaign. I opted to count the number of appearances, assuming each ad slot carried a significant financial value.

The top four categories by appearance were: Entertainment at 16% (e.g., DraftKings, Youtube Sunday Night Football) Amazon entities at 13% (e.g., Amazon Prime, Amazon Visa, Prime Video) CPGs at 13% (e.g., Duracell, Colgate) F&B at 12% (e.g., Little Caesars, Taco Bell)

Notably, certain ads featured QR codes linking to the company's website, application store, or Amazon shopping page. I am not sure how efficient it was because users had to be ready to scan the QR code before 15-second ad ended. It would be interesting to see the actual conversion rates.

The head of Amazon's global sports shared insights into their approach to the NBA in a NY Post sports media podcast. Emphasizing a preference for quality over quantity, it sounded like they were interested in NBA playoffs. However, the fast-paced nature of basketball possibly could pose a challenge in seamlessly integrating e-commerce behaviors without disrupting the viewing experience.

Black Friday Football Full Ads List