Macy's Thanksgiving Day Parade Tops 31 Million for NBC, Peacock

The Macy’s Thanksgiving Day Parade has been at the upswing within the post-pandemic streaming technology, and this 12 months was once no exception. The vacation staple for NBC and its streaming sibling Peacock reached a file 31.3 million audience on Thursday as American citizens took in the once a year Thanksgiving vacation with a dollop of TV custom.

The 98th version of the retail large’s annual parade of marching bands, Broadway troupes, celebrities, floats and large inflatable balloons thru Big apple grabbed and ambitious 23.6 million audience in its reside airing on NBC on my own from 8:30 a.m. to midday ET. That was once sturdy sufficient to make the parade the most-watched leisure particular on linear TV since ABC’s Academy Awards telecast in February 2020.

“The Macy’s Thanksgiving Day Parade is an match through which we take huge pleasure, and it’s an absolute pleasure to understand that there was once a file selection of folks gazing throughout each NBC and Peacock,” mentioned Jen Neal, government VP of reside occasions and specials for NBCU Leisure. “The parade is a practice like no different. 12 months after 12 months, it’s one of the simplest ways to kick off the vacation season, and we’re extremely joyful to be part of it with our companions at Macy’s.”

Overall viewership of the parade larger a cast 10% from 2023. Streaming hours logged through the parade telecast by the use of Peacock climbed through 26% from remaining 12 months, in step with NBC.

The reside telecast averaged a 5.4 score within the adults 18-49 demographic — the best possible mark for an leisure telecast since ABC’s “Dick Clark’s New 12 months’s Rockin’ Eve with Ryan Seacrest” in 2021.

“The Macy’s Thanksgiving Day Parade is a liked custom that every year marks the start of the vacation season. Macy’s is commemorated to carry this iconic enjoy to lifestyles and create moments of inspiration and pleasure thru world-class leisure that most effective we will ship for our consumers and the country,” mentioned Will Coss, government manufacturer of the parade.

The top turnout for the Macy’s parade delivered a spice up for the Nationwide Canine Display introduced through Purina, some other Turkey-day custom for NBC. The pooch recognition contest introduced in 12.2 million audience throughout all platforms — a achieve of five% from remaining 12 months.

General, NBC had a Thursday to rejoice. Within the night, the particular Thanksgiving version of “Sunday Night time Soccer,” which noticed the Miami Dolphins shiver thru a 17-30 loss at Inexperienced Bay, pulled in 26.6 million audience. The nightcap of “The This night Display Starring Jimmy Fallon” delivered that display’s best possible general viewer quantity (2.8 million) since remaining 12 months’s Thanksgiving-night episode. The similar was once true for “Past due Night time With Seth Meyers” (1.5 million).

The Macy’s Thanksgiving Day Parade broadcast is produced for NBC through Silent Area Productions. Baz Halpin, Mark Bracco and Linda Gierahn are government manufacturers. Sacha Mueller is co-executive manufacturer.