Data: Champions League on Prime Video Attracting New Advertisers

Why It Matters

The growth demonstrates streaming TV's emerging role as a high‑impact advertising channel, offering brands measurable upper‑ and lower‑funnel results beyond traditional e‑commerce. This signals a shift for advertisers toward interactive, data‑rich placements in premium sports content.

Key Takeaways

• Advertisers see 20% brand favourability lift.
• Interactive ads boost purchases by 50% on Prime Video.
• Over 50% advertisers not selling on Amazon platform.
• Prime Video secures Champions League rights through 2030/31.
• New measurement partners enhance campaign performance insights.

Pulse Analysis

Streaming platforms are rapidly redefining the advertising landscape, and Amazon’s Prime Video is at the forefront. By securing a four‑year extension of UEFA Champions League rights through 2030/31, Prime Video has positioned itself as a go‑to destination for premium sports content in Europe. This strategic move not only expands the platform’s audience reach but also creates a high‑value inventory for brands seeking to engage viewers during live, emotionally charged events, a scenario traditionally dominated by linear broadcast.

The data Amazon Ads released underscores the potency of interactive ad formats. Campaigns that incorporated remote‑controlled interactions—allowing viewers to request emails or push notifications—generated a 50% lift in total purchases and a 37% increase in new‑to‑brand transactions compared with non‑interactive spots. Coupled with robust brand‑lift metrics—20% uplift in favourability, 14% in familiarity, and 21% in purchase consideration—advertisers now have concrete evidence that streaming TV can drive both awareness and conversion, even when the brand’s e‑commerce presence is unrelated to Amazon.

For marketers, these results highlight a broader industry shift toward data‑rich, measurable TV advertising. The introduction of third‑party measurement partners such as Dynata and Lumen adds credibility and granularity to performance reporting, enabling brands to align spend with specific funnel objectives. As competition intensifies among streaming services for premium sports rights, advertisers will likely prioritize platforms that combine premium content, interactive capabilities, and transparent analytics, reshaping media planning strategies for the next decade.