Macy’s Thanksgiving Parade Hits Viewership High of 28.5 Million, as Peacock Streaming Doubles

Y’all really gobbled up this year’s Macy’s Thanksgiving Day Parade.

Including live viewing of the XL (30 minutes longer) telecast, an afternoon encore and Peacock streaming, Thursday’s 97th Macy’s Thanksgiving Day Parade was seen by 28.5 million viewers while scoring a 7.2 rating in the 18-49 demo — up 6% in both measures from 2022.

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That total audience of 28.5 million also marks the most viewers ever to have watched the Macy’s Thanksgiving Day Parade.

Thanksgiving morning’s live linear telecast of the parade by itself drew 22.3 million viewers and a 5.3 demo rating, marking the No. 1 entertainment program in both categories, across all of television, since the 2021 parade.

Peacock’s contribution to the milestone tallies was significant, with more than double the streaming hours from last year’s parade.

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“We’re absolutely thrilled that a record number of people were able to enjoy the parade with their families and friends, and spend the day with us,” Jen Neal, EVP of Live Events and Specials for NBCUniversal Media Group, said in a statement. “We take great pride in bringing the best holiday programming to our audience – across both NBC and Peacock.”

The 97th Macy’s Thanksgiving Parade featured, among other attractions, several new balloons — including “Uncle Dan” (a duck from Illumination’s forthcoming Migration), Beagle Scout Snoopy, a third version of the Pillsbury Doughboy, a second iteration of Kung Fu Panda‘s Po, Leo the lizard (from the new movie Leo), whatever an “NFT balloon” is (featuring Cool Cats mascot Blue Cat and his milk carton pal Chugs), and Monkey D. Luffy from One Piece.

The proceedings closed out with Santa’s arrival and a musical number from Cher.

Elsewhere on Thursday, The National Dog Show Presented by Purina fetched (heh) 11.9 million viewers and a 2.9 rating, up 8% and 11% YOY and enjoying. a 58% increase on Peacock vs. 2022.

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