×
You will be redirected back to your article in seconds

NBC, Verizon Will Live-Stream Macy’s Thanksgiving Day Parade

Sports fans can live-stream the Super Bowl and the Olympics. Now, aficionados of Macy’s annual Thanksgiving Day Parade will have a to get a digital take of the proceedings.

NBCUniversal and Macy’s will make a video feed of the annual spectacle available on Verizon’s YouTube page as part of a marketing partnership. The maneuver gives people who want to watch the event an option other than the NBC telecast for the first time since the network began its parade telecasts in 1952, and bring a new-media dimension to the venerable Macy’s event, which began snaking through New York City’s concrete canyons in 1924. Under the terms of the package, Verizon will stream the parade with five cameras placed along the route capable of beaming 360-degree views to users, and festoon the view with pop-up graphics offering facts about the proceedings. Actors Marlon Wayans and Olivia Culpo will curate the program.

“We’ve never really focused on an alternate viewing experience,” said Alison Tarrant, executive vice president of client partnerships at NBCUniversal, in an interview. “This is a big step for this broadcast.” The live stream will be available on Verizon’s YouTube page, http://www.youtube.com/verizon.

The new means of watching an old TV institution arrives as Madison Avenue is seeking different ways to partner with the industry overall. While traditional TV commercials thrive, marketers are placing new emphasis on devising content that dovetails with the programming that attracted viewers in the first place, rather than interrupting a show with messages routinely viewed as something of an annoyance. The emerging model is sprouting in various places, as anyone who has seen NBC late-night host Seth Meyers do on-set commercials for Amazon or watched Taco Bell sponsor an ongoing series of vignettes from “Fear the Walking Dead” in ad breaks on AMC can tell  you.

“This partnership enables us to create content together that we would not have been able to do on our own,” said Tarrant.

But there are other benefits as well. The YouTube stream might appeal to people on the go for the holiday who must rely on a mobile device to get a view of the annual parade. Or it might serve as a sort of “second-screen” enhancer for viewers already at home watching the event through traditional means.

NBCUniversal will promote the digital stream in live mentions on several of its programs, through social-media posts and with ads that appear on the company’s various TV networks.

Financial terms of the arrangement could not be learned. Zenith, one of the media-buying units of Publicis Media, helped put the deal together for Verizon.

More Digital

  • Fortnite Battle Royale

    Epic Pulls 'Fortnite' Ads From YouTube After Child Predator Controversy

    Epic Games is no longer running “Fortnite” pre-roll ads on YouTube after it was discovered they were playing on videos alleged predators used to exploit children, according to The Verge. The developer has paused all of its pre-roll advertising, which plays before a video starts on the streaming platform, a spokesperson said. It also reached [...]

  • New Video Shows Off Vive Cosmos

    New Video Shows Off Vive Cosmos VR Controllers

    There’s still much to be learned about HTC’s Vive Cosmos — like release date, specs, and price — but Wednesday the company released a short teaser video giving a slightly better glimpse of the controllers in action. The new controllers look a bit like rival VR headset Oculus Rift’s Touch controller, though reversed in some [...]

  • YouTube logo

    Disney Reportedly Pulls YouTube Ads Over Child-Exploitation Controversy

    YouTube is facing yet another big advertiser backlash, with Disney and Epic Games among the marketers said to have pulled their ad spending after the Google-owned video platform was accused of facilitating what a critic described as a “soft-core pedophilia ring.” Vlogger Matt Watson, in a Feb. 17 video on his YouTube channel MattsWhatItIs, showed [...]

  • Samsung Galaxy S10, Galaxy S10+ Unveiled

    Samsung Announces Galaxy S10, Galaxy S10+ Phones

    Samsung officially announced its new flagship phones, the Galaxy S10 and its larger sibling, Galaxy S10+, at its Unpacked press event in San Francisco on Wednesday morning. The new phone features a punch-hole cut-out for its front-facing camera, which allowed the company to use an edge-to-edge screen design without the notch found on the latest [...]

  • Samsung's Galaxy Fold Unveiled at Unpacked

    Samsung Announces Galaxy Fold, a $1,980 Foldable Phone

    Samsung officially announced its new foldable phone, dubbed the Galaxy Fold, at its Unpacked press event in San Francisco Wednesday morning. The device features two screens that unfold to a tablet-sized slate. “We are giving you a device that doesn’t just define a new category, it defies categories,” said Samsung senior vice president of product [...]

  • ABC-Oscar-Game

    ABC to Launch Oscars Live Play-Along Game With $50,000 Grand Prize

    ABC is hoping to drive viewers to its host-less telecast of the 91st Academy Awards on Sunday by dangling the promise of cold, hard cash to one lucky winner. The broadcaster is launching “The Official Oscar Game,” a live game that will let viewers play along in real time during the awards presentation. The game’s [...]

  • Dave Finocchio - Bleacher Report

    Bleacher Report Co-Founder Dave Finocchio to Exit This Summer

    Dave Finocchio is leaving Turner’s Bleacher Report, the millennial-skewing digital sports company he co-founded in 2005 and led as CEO for the last three years. With Finocchio set to exit in June, Turner Sports has named Howard Mittman as CEO of Bleacher Report to replace him. Finocchio hired Mittman, who has held a dual role [...]

More From Our Brands

Access exclusive content