This year’s Macy’s Thanksgiving Day Parade set an all-time viewership record on NBC and Peacock, with 34.3 million viewers, the largest combined audience ever, according to preliminary Nielsen data. The festivities exceeded last year’s parade by 8%, or 2.5 million people.
The original broadcast at 8:30 a.m. ET on NBC attracted 25.4 million viewers, becoming the most-watched entertainment show in nearly seven years (second only to ABC’s broadcast of the 2019 Oscars).
In the 18-49 demo, the initial parade broadcast is the highest-rated entertainment broadcast in five years since NBC’s 2020 Thanksgiving Parade. Overall, this key demo is up 13% from last year’s party.
Additionally, every age group saw an increase from last year, but younger viewers saw a more significant increase (+20% for viewers under 25).
“These record numbers show how much this parade is loved by our audiences and we couldn’t be more excited to start the holiday season on such a wonderful note,” Jen Neal, vice president of live events and specials at NBCUniversal Entertainment, said in a statement. “A heartfelt thank you to Macy’s for partnering in producing such an iconic event.”
Sharon Otterman, chief marketing officer at Macy’s, added: “This year’s record audiences are a powerful testament to the creative mastery, technical precision and storytelling ambition that Macy’s delivers. We take deep pride in creating entertainment that highlights today’s top talent and captures the cultural zeitgeist. to connect with our audiences and constantly redefine the benchmark for television and streaming programming. As we look toward the 100th Macy’s Parade, we remain committed to leveraging our unique capabilities to inspire wonder and joy in millions of people across the country, ensuring our programs exceed expectations year after year.
Regarding other programs, The National Dog Show presented by Purina attracted 12.8 million viewers, an increase of 4% compared to last year, across all formats. Post-football late night programming, both The Tonight Show Starring Jimmy Fallon And Late Night with Seth Meyersreached its first audience record since its broadcast after the NFL opener on September 4.
