You will be redirected back to your article in seconds

NBC Connects Verizon, Macy’s Thanksgiving Day Parade in Madison Ave. Boost

Employees at Macy’s work furiously to make the annual Thanksgiving Day Parade a New York City event. This year, some viewers of the NBC extravaganza may see Verizon as having a helping hand in delivering the experience.

Verizon will live-stream 360-degree views of the parade for a second year, using six different cameras equipped with technology allowing visitors to its YouTube page to scan so much of the scenes they might even catch a glimpse of the announcers’ cue cards, said Mark Marshall, NBCUniversal’s executive vice president of entertainment advertising sales, in an interview. One camera will even be mounted on board the parade’s lead float. Verizon will also sponsor a new first for the event: a so-called “picture-in-picture” screen that will allow TV viewers to keep watching the parade even as NBC pauses for a commercial break.

The alliance shows NBC working to make its annual Thanksgiving Day parade broadcast a bigger draw for Madison Avenue, said Marshall. “This is the official kickoff to the holiday season for consumers and marketers,” he said. “We have realized that the parade is a tradition” that attracts a big audience that watches in bigger family units, “but I don’t think a lot of people have realized how big it was.” As NBC has promoted the event, which leads into the National Dog Show and then an NFL football broadcast, it has won 13 new parade advertisers, he said.

Verizon hopes families watching the NBC parade telecast “will understand the value we can bring” to the experience just hours before the biggest shopping season of the year kicks off, said John Nitti, Verizon’s chief media officer. “We are providing something, enabling something that people often can’t get.” While hundreds of people may get out to New York City to see the parade live, millions of others cannot, he said. Thanks to the Verizon effort,”no matter where you are, you have the ability to see that same view.”

Viewers of the  linear parade broadcast will hear mentions of the live-stream.

Verizon will be woven throughout the NBC broadcast. Olivia Culpo, an actress and activist, will host he Verizon live stream along with Keith Habersberger, a BuzzFeed host and improv comedian. They will be anchored at a midtown Manhattan stage that will carry branding from Verizon and the event and house a section for participants in a Verizon rewards-points program. Viewers of the live-stream on Verizon’s YouTube page will also be able to look at fun facts about the parade and see social posts, some of which will be connected to redeemable Verizon offers.

Olivia Culpo will return as live-stream host, and will be joined by BuzzFeed’s Keith Habersberger, as hosts of the live stream from a co-branded stage in Midtown Manhattan that will house an audience section for Verizon Up ticket holders. The Verizon Up loyalty program rewards customers by offering special access to brands and experiences they know and love – like once in a lifetime VIP access to the parade. The live stream will be synced with the start of the parade on November 23 at 9 a.m. eastern on NBC. During NBC’s broadcast, Verizon will run a 60-second segment thanking first responders.


More TV

  • Shows we Quit in 2018 Westworld

    TV Shows We Quit in 2018

    With approximately 500 scripted series premiering new seasons in 2018, sometimes it feels like the television landscape is like a bubble. If it keeps getting inflated larger and larger, eventually something will have to give and it will pop, right? Well, maybe not for the platforms on which these shows are released — after all, [...]

  • Maniac

    Emma Stone, Darren Criss and More React to SAG Award Nominations

    The nominations for the 25th Annual Screen Actors Guild Awards were revealed on Wednesday morning, and “A Star Is Born” commanded the list with four noms alongside TV series “The Marvelous Mrs. Maisel” and “Ozark.” The awards recognize acting and ensemble performances across television and film, and this year, plenty of performers will be competing [...]

  • Golden Globes TV Predictions

    Golden Globes 2019: Top TV Categories Broken Down With Projected Winners

    Big name nominees dominate an increasingly competitive small screen landscape, and Variety analyzes what to expect when winners’ names are read at the Golden Globes Jan. 6. Drama Series In complete contrast to last year, all but one of the nominees in this category are newcomers. Up for its sixth and final season, FX’s Soviet [...]

  • Maniac

    How the HFPA Played It Safe With 2019 Golden Globe Nominees (Column)

    At a time of unprecedented richness and depth across TV programming, an awards show already known for its brazen willingness to follow its own instincts could have gone just about anywhere. But the biggest surprise of the Golden Globes’ nominations for television may have been just how safe they were. To wit: A broadcast that [...]

  • Joel McHale Cast as Starman in

    Joel McHale Cast as Starman in DC Universe's 'Stargirl' (EXCLUSIVE)

    Joel McHale has been cast as Sylvester Pemberton aka Starman on the upcoming DC Universe series “Stargirl,” Variety has learned exclusively. The role is being described as “Golden Age Starman” and will be a recurring one for McHale. A courageous and confident superhero, Starman is a member of the Justice Society of America. He wields a [...]

  • If Beale Street Could Talk Sharp

    Golden Globes: Amy Adams, Regina King Lead List of Crossover Nominees

    In the age of peak TV, actors, writers, directors and producers, and subsequently their managers and agents, are open for business in any medium, and that new attitude shows in awards nominations, especially when it comes to the Golden Globe acting fields. Amy Adams and Regina King scored nominations in both film and TV categories [...]

  • 2019 Variety Predictions

    2019 Predictions: What's in Store for Film, TV and Music Next Year?

    It would be hard to top the drama of 2018. From media mega-mergers to the rise of Time’s Up, it was a year that had more than its fair share of twists and turns. Leslie Moonves resigned in disgrace, AT&T snapped up Time Warner, Disney inched closer to subsuming Fox and “Black Panther” shattered box [...]

More From Our Brands

Access exclusive content