At the company’s NewFronts presentation in May, Amazon announced that its ad-supported streaming TV solutions reach an average monthly U.S. audience of 155 million across Amazon Freevee, Thursday Night Football, Twitch, Fire TV and third-party apps via Amazon Publisher Direct.

And those solutions are proving to be effective.

Thursday Night Football scores big

According to measurement company EDO, ads airing during Amazon’s inaugural Thursday Night Football season were 116% more effective than the primetime average. The measurement company added that an advertiser would need to air approximately 39 spots across primetime TV to generate as much engagement as one ad aired during TNF last season.

“This would be a smart and potentially must-do move for Amazon to remain competitive for the best programming and to maintain the audience scale required to satisfy advertisers,” Kevin Krim, president and CEO of EDO, said in a statement provided to Adweek. “The streaming landscape is evolving at a break-neck pace, and Amazon’s joining a growing field of ad-supported streaming competitors.”

But even with the potential benefits, now may not be the right time for a Prime Video ad tier.

After all, at its NewFronts presentation, Amazon also announced that more than 100 original Prime Video series will eventually land on Freevee. These titles include Reacher, The Summer I Turned Pretty, The Wheel of Time, Troop Zero and Late Night.

If a Prime Video ad tier were on the way, its exclusive content would be its draw. So keeping original titles on Prime Video could be paramount if the company was adding the offering.

“It’s just one more platform that we’re able to watch and we’re able to reach a viewer,” Cheung said. “I think it is going to be important for us to buy on Amazon Prime if they do roll out with an ad tier, and the reason being is they will have original content that is exclusive to their platform.”

Additional reporting by Mollie Cahillane.