A record number of viewers tuned in for NBC’s coverage of the annual Macy’s Thanksgiving Day Parade on Thursday.
The network said Friday that 34.3 million viewers tuned in to coverage of the 99th annual parade across NBC and Peacock, according to preliminary Nielsen data. That marks its biggest combined audience on record, outperforming last year’s parade by 2.5 million viewers, an increase of 8 percent. (It’s worth noting that Peacock has about 5 million more subscribers than it did a year ago at this time.)
The original 8:30 a.m. ET broadcast on NBC averaged 25.4 million viewers, making it the most-watched entertainment telecast in nearly seven years, since the Academy Awards telecast on Feb. 24, 2019, which aired on ABC.
Meanwhile, the adults 18-49 viewership was up 13 percent from the previous year. The original broadcast marked the highest-rated entertainment telecast in five years, since NBC’s coverage of the 2020 Thanksgiving Day Parade.
In other Thanksgiving programming, The National Dog Show Presented by Purina averaged 12.8 million viewers, a 4 percent increase over last year. In late-night, The Tonight Show Starring Jimmy Fallon and Late Night With Seth Meyers brought in their biggest audiences since their post-NFL broadcasts on Sept. 4.
“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, executive vp live events and specials, NBCUniversal Entertainment. “A profound thank-you to Macy’s for their partnership in producing such an iconic event.”
Added Sharon Otterman, chief marketing officer at Macy’s: “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.”
NBC’s coverage of this year’s parade was again hosted by Savannah Guthrie, Hoda Kotb and Al Roker. It marked Kotb’s first return to hosting duties on the network following her departure from Today in January. In addition to floats, marching bands and giant balloons, this year’s edition featured performers including Cynthia Erivo, Lil Jon, Busta Rhymes, Jonathan Groff, Ciara, Jewel, Foreigner, Teyana Taylor and EJAE, Audrey Nuna and REI AMI from KPop group HUNTR/X of KPop Demon Hunters.
