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Audience measurement company Numeris announced Wednesday it has signed a deal with Amazon Ads that makes Prime Video the first streaming service to subscribe to the national Video Audience Measurement (VAM) solution.
Prime Video’s audience is already captured by VAM, which was expanded nationally last month and covers more than 95% of Canada’s linear, streaming and digital platforms, including YouTube, Netflix, Crave, Disney+ and CBC Gem, among others.
With Amazon Ads signing on to the service, its advertisers will now be able to measure the performance of their Prime Video campaigns alongside their linear TV campaigns. A Numeris spokesperson hinted that an announcement was forthcoming about another streamer signing on.
Prime Video reaches an average monthly ad-supported audience of more than 12 million Canadians, according to Uri Gorodzinsky, managing director of Amazon Ads for Canada and Mexico.
“I am excited for this integration to further evidence how we’re helping brands connect with unique audiences and drive meaningful results,” he said in a statement.
Numeris is a not-for-profit Joint Industry Committee. Its board of directors includes executives from broadcasters such as CBC/Radio-Canada, Bell Media, Corus Entertainment, Rogers Sports & Media, Stingray and OUTtv.
The VAM dataset powers Numeris subsidiary NLogic’s Video Planner, a reach and frequency calculator that works across both linear TV and digital streaming platforms, allowing media planners to compare unduplicated reach and frequency across linear video and digital video audiences in one place.
10 million Canadians watched the Grey Cup: Numeris
Numeris has also just released the 2025 Grey Cup audience numbers.
The 112th edition of the championship that saw the Saskatchewan Roughriders beat the Montreal Alouettes on Sunday reached 10 million Canadians – an overall increase of 13% compared to last year, and a 14% jump in adults 25-54.
The average minute audience was 3.985 million, compared to just over 3.5 million in each of the past two years.
Unsurprisingly, the biggest audience reach was seen in the two competing regions: a 41.6% share in the Prairies and western Canada (excluding Calgary, Edmonton, Vancouver and Victoria), and a 40.1% share of the anglophone Montreal market. The next highest share was among francophone Montrealers, at 28.7%, followed by Edmonton and Calgary at 27.6% and 27.5%, respectively.
Around 23% of the Vancouver and Victoria market and 20% of the Toronto and Hamilton market tuned in.
