Macy’s Thanksgiving Day Parade Sets New Viewership Records for NBC and Peacock
This year’s Macy’s Thanksgiving Day Parade achieved record-breaking viewership, attracting 34.3 million viewers across NBC and Peacock, according to preliminary Nielsen data. This marks an 8% increase over last year’s audience, or an additional 2.5 million viewers.
The parade’s original airing at 8:30 a.m. ET on NBC drew 25.4 million viewers, making it the most-watched entertainment telecast in nearly seven years, just behind ABC’s broadcast of the 2019 Academy Awards.
In the key demographic of 18-49-year-olds, the parade’s viewership was the highest-rated entertainment telecast in five years, surpassing the ratings of NBC’s 2020 Thanksgiving Day Parade. This demographic saw an overall increase of 13% compared to last year.
Notably, younger viewers, particularly those under 25, experienced a more substantial increase, with viewership up by 20%.
“These record-breaking numbers signify how beloved this parade is to our audience, and we couldn’t be more thrilled to begin the holiday season on such a wonderful note,” said Jen Neal, EVP of Live Events and Specials at NBCUniversal Entertainment. “A profound thank you to Macy’s for their partnership in producing such an iconic event.”
Sharon Otterman, chief marketing officer at Macy’s, remarked, “This year’s record-breaking ratings are a powerful testament to the creative mastery, technical precision, and storytelling ambition Macy’s offers. We are deeply proud to create entertainment that showcases today’s top talent and captures the cultural zeitgeist to connect with our audiences and consistently redefine the benchmark for televised and streaming programming. As we look toward the 100th Macy’s Parade, we remain dedicated to leveraging our unique capabilities to inspire wonder and joy for millions nationwide, ensuring our programs exceed expectations year after year.”
In related programming, The National Dog Show Presented by Purina garnered 12.8 million viewers, representing a 4% increase from the previous year. Following the parade, both The Tonight Show Starring Jimmy Fallon and Late Night with Seth Meyers recorded their highest viewership since airing after the NFL’s kickoff game on September 4.
