Macy's Parade Smashes Ratings Records for NBC and Peacock

The 99th Macy’s Thanksgiving Day Parade delivered a record-breaking audience for NBCUniversal, drawing more than 34 million viewers across broadcast and streaming, an 8% jump from the prior year.

• Linear's last laugh: With more than 25 million viewers on the NBC broadcast alone, the parade earned a ratings milestone not seen on broadcast television since the 2019 Academy Awards. The massive turnout proves that legacy live events can still capture a mass audience in a fragmented media environment.

• The kids are watching: In a huge win for a legacy brand, the event saw a 20% surge in viewers under 25 and a 13% gain in the coveted 18-49 demographic. The numbers show the parade's enduring cross-generational appeal at a time when networks are desperate to attract younger eyeballs.

• A powerful partnership: Executives from both companies celebrated the results, with NBCUniversal's Jen Neal thanking Macy's for its partnership in producing an "iconic event." Macy’s Chief Marketing Officer Sharon Otterman called the ratings a "powerful testament to the creative mastery, technical precision and storytelling ambition Macy’s offers," according to statements provided to multiple outlets.

The record-breaking viewership gives NBCUniversal and Macy's powerful momentum as they head into the planning for next year's highly anticipated 100th anniversary of the parade. The parade's success was part of a broader ratings win for NBC, which also saw viewership for "The National Dog Show" grow by 4%. The halo effect even extended to late-night, where post-football airings of its talk shows scored their biggest audiences in months.