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# Amazon leans on incremental reach to sell sports ad formats beyond spots
- URL: https://www.medianexis.com/amazon-leans-on-incremental-reach-to-sell-sports-ad-formats-beyond-spots/
- Published: 2026-10-16T13:47:41.000Z
- Updated: 2026-10-16T13:47:41.000Z
- Description: eMarketer’s Christopher Wood reports that Amazon Ads executive Billy Davis told Advertising Week New York that Amazon’s TNF and NBA audiences skew 7-8 years younger than broadcast, with 20-21% not watching rival games.
- Author: The Signals Desk
- Tags: Streaming, Christopher Wood, Amazon rethinks sports ad break format

**Why it matters.** Advertisers chasing incremental reach now have data to justify sports budgets beyond traditional broadcast buys.

*Signal from* [*emarketer.com*](https://emarketer.com/?ref=medianexis.com) *·* [*Christopher Wood*](https://www.medianexis.com/tag/by-christopher-wood/) *·* [*read the original*](https://www.emarketer.com/content/thursday-night-football--nascar--amazon-rethinks-sports-ad-break?ref=medianexis.com)*.*