NBC’s ‘Macy’s Thanksgiving Day Parade’ Draws 25 Million Viewers

It's the largest audience on record for the annual event; 'National Dog Show' also rises

On the same day NBC was basking in the ratings success of its live “Sound of Music” presentation, it also learned that one of its annual live events — the Macy’s Thanksgiving Day Parade — has produced its best numbers yet.

According to Nielsen, Thursday’s coverage of the 87th Macy’s Thanksgiving Day Parade from 9 a.m. to noon ET generated the event’s biggest average audience in the 26-year history of Nielsen’s People Meter sample, 25.2 million. This is a 12% gain from last year’s 22.4 million.

NBC Research estimates that 46.7 million viewers watched all or some of the parade, up 8% from last year’s 43.2 million and the biggest cume audience for the event in 20 years (since 47.1  million in 1993).

In adults 18-49, the Macy’s Thanksgiving Day Parade did a 6.6 rating/27 share (roughly 8.4 million in this age group), up 2% from last year’s 6.5/26 and the top score since a 6.7 in 2004.

This year’s parade was hosted by Matt Lauer, Savannah Guthrie and Al Roker of NBC’s “Today.”

NBC also did well from noon to 2 p.m. ET with its coverage of “The National Dog Show Presented by Purina,” whose 10.7 million viewers repped a 16% build on last year and the largest for the show in its 12 years as an NBC Thanksgiving event. It also hit an eight-year high in adults 18-49 (2.6/10).

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