Macy’s Thanksgiving Day Parade Soars to Record Viewing Numbers
This Thanksgiving, television screens across the country were filled with marching bands, Broadway tunes, iconic floats, and, of course, giant balloons. Macy’s Thanksgiving Day Parade delivered a once again captivating viewing experience, reaching a record 31.3 million viewers.
This year’s parade marked its 98th year, and proved to be a strong showing for both traditional TV viewership and streaming.
The live broadcast on NBC drew an impressive audience of 23.6 million from 8:30 a.m. to noon on Thanksgiving morning. This made the parade the most-watched non-sports entertainment special on linear TV since the Academy Awards followed in February 2020.
“The Macy’s Thanksgiving Day Parade is an event in which we take enormous pride, and it’s an absolute joy to know that there was a record number of people watching both on NBC and Peacock,” said Jen Neal, executive VP of live events and specials for NBC. “The parade is a tradition like no other. Year after year, it’s the best way to kick off the holiday season, and we’re thrilled to be a part of it with our partners at Macy’s.”
A Nation Celebrates Thanksgiving with a Media Surge
The 2023 parade saw a total increase of 10% in viewers compared to 2022.
As viewers warmed their homes with joyous celebrations on Thanksgiving Day, Peacock provided additional access to the iconic parade. According to NBC, subscribers logged 26% more stream time compared to last year.
Adding to the impressive ratings, the parade hit a 5.4 rating within the 18–49-year-old demographic. This is the highest mark for any entertainment special since ABC’s “Dick Clark’s New Year’s Rockin’ Eve with Ryan Seacrest” broadcast in
“The Macy’s Thanksgiving Day Parade is a beloved tradition that annually marks the beginning of the holiday season. Macy’s is honored to bring this iconic experience to life and create moments of Inspiration and joy through world-class entertainment that only we can deliver for our customers and the nation,” said Will Coss, executive producer of the parade.
The parade’s trendy resurgence spied a large boost for another Thanksgiving staple: the National Dog Show presented by Purina. This annual competition brought in an impressive 12.2 million viewers across all platforms, marking a 5% increase from the previous year.
NBC Takes Home a Thanksgiving Day Victory
This year, NBC served up a winning Thanksgiving Day lineup.
The network’s football airing, “Sunday Night Football” featured a matchup between the Miami Dolphins and the Green Bay Packers, with the Packers wielding a decisive victory over the Dolphins, 30-17.
This special Thanksgiving edition whizzed to record numbers with 26.6 million viewers. Later in the evening, late night shows on the same network repeated this success story. “The Tonight Show Starring Jimmy Fallon” marked its highest viewer count since Thanksgiving last year, reaching 2.8 million viewers. Just the same for “Late Night with Seth Meyers,” which welcomed 1.5 million viewers, marking its highest Thanksgiving-Day nightfall demographic in the past year.
The Macy’s Thanksgiving Day Parade broadcast is produced by Silent House Productions. Baz Halpin, Mark Bracco and Linda Gierahn are executive producers. Sacha Mueller is co-executive producer.
What factors contributed to the record-breaking viewership for the Macy’s Thanksgiving Day Parade this year?
## A Thanksgiving Tradition: Macy’s Parade Soars to Record Ratings
**Host:** We’re joined today by Jen Neal, executive VP of live events and specials for NBC, to discuss the phenomenal success of this year’s Macy’s Thanksgiving Day Parade. Jen, congratulations on setting a new viewership record!
**Jen Neal:** Thank you! We’re thrilled with the response to this year’s parade. It truly is a testament to the enduring power of this iconic tradition.
**Host:** 31.3 million viewers tuned in across all platforms, a 10% increase from last year. What do you think contributed to this remarkable growth?
**Jen Neal:** I think several factors played a role. First and foremost, the Macy’s Thanksgiving Day Parade is a cherished tradition that families around the country look forward to every year. It’s a heartwarming way to kick off the holiday season, and this year was particularly special as we celebrated our 98th anniversary. Additionally, the parade continues to evolve and offer something for everyone, from dazzling floats and giant balloons to captivating performances from Broadway stars and marching bands [ [1](https://deadline.com/2023/11/the-97th-macys-thanksgiving-day-parade-ratings-1235637413/) ].
**Host:** It’s impressive that the parade resonated with both traditional TV audiences and streaming viewers. Can you tell us more about the growth you saw on Peacock?
**Jen Neal:** Absolutely! We saw a 26% increase in stream time on Peacock this year compared to last year. This demonstrates the increasing importance of streaming platforms for viewers, and it allows us to reach a wider audience than ever before.
**Host:** It’s clear that the Macy’s Thanksgiving Day Parade remains a powerful force in entertainment and a beloved cultural touchstone for millions of Americans. Thank you for sharing your insights with us, Jen.
**Jen Neal:** It was my pleasure. Happy Holidays!
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