Amazon is telling potential sponsors it expects to attract 12.5 million viewers on Thursday Night Football.

Amazon could be using total viewers rather than average viewers. reports that some potential sponsors are “concerned” about the smaller audience. As a result, Amazon is touting “first-party data on consumers that could provide added value.”

Thirty-second commercials currently reportedly are generating roughly $500,000 for Amazon, less than the average of $635,439 that Fox earned in 2021.