The Macy’s Thanksgiving Day Parade has once again captivated audiences across America, shattering viewership records for the second consecutive year.
America is BACK!
At a Glance
- The Macy’s Thanksgiving Day Parade achieved its largest cross-platform audience with 31.3 million viewers.
- The initial broadcast attracted 23.6 million viewers, marking the highest for any entertainment telecast in four years.
- Streaming hours on Peacock soared by 26% compared to the previous year.
- The parade’s live broadcast earned a 5.4 rating among adults 18-49.
Record-Breaking Viewership
The Macy’s Thanksgiving Day Parade, a symbol of American holiday tradition, reached a milestone by achieving its largest cross-platform audience on record, with 31.3 million viewers tuning in on NBC and Peacock. This marked a remarkable 10% increase from last year’s viewership of 28.5 million. Additionally, the initial broadcast from 8:30 a.m. to noon garnered 23.6 million viewers, making it the highest-rated entertainment telecast in the past four years.
Streaming hours witnessed a notable increase of 26% year over year on Peacock, reflecting the parade’s growing appeal among digital audiences. The parade’s live broadcast scored a 5.4 rating among adults aged 18-49, categorizing it as the highest-rated entertainment show since 2021.
Jen Neal expressed pride and delight in the parade’s success, stating, “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 across both NBC and Peacock.”
— NBCUniversal (@NBCUniversal) November 27, 2023
Parade Highlights and Innovations
NBC executives highlighted the parade’s significance as a cherished holiday tradition. Will Cross emphasized its role, saying, “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.”
Featured performances included notable artists like Jennifer Hudson, Billy Porter, and Cynthia Erivo, adding to the event’s grandeur. This year’s parade featured 17 giant character balloons, 22 floats, and 15 novelty and heritage balloons. Under the guidance of a new production company, Silent House, the viewing experience was enhanced with additional cameras, capturing every vibrant moment of the 2.5-mile route through Manhattan.
Macy's Thanksgiving Day Parade Delivers Record Audience for NBC https://t.co/xR3ai3gvh3
— Variety (@Variety) November 24, 2023
Challenges and Community Spirit
Despite the drizzle, 3.5 million spectators attended in person, testifying to the parade’s enduring allure. However, the event was met with attempted disruptions as protesters sought to interfere, leading to at least 21 arrests. Mayor Eric Adams condemned these acts, reinforcing efforts to maintain order during the festivities.
Alongside the parade, television audiences also engaged with significant football telecasts. Fox’s NFL game between the Dallas Cowboys and New York Giants drew 38.5 million viewers, while NBC’s primetime NFL game averaged 26.6 million viewers. The National Dog Show post-parade captured 12.2 million viewers, achieving a four-year high. The success of the parade and surrounding broadcasts highlights Macy’s integral role in American celebrations, uniting communities to share in the joy and gratitude of Thanksgiving.
