Macy’s Thanksgiving Day Parade hit a record 28.5 million viewers across all NBC platforms on Thursday, the network announced on Friday.
The NBC live viewing, which ran from 8:30 a.m to 12 p.m. Eastern, was a half-hour longer than last year’s telecast. NBC ran an encore telecast from 2 to 5 p.m. and the annual holiday kickoff was also simulcast on Peacock.
Ratings for the 97th parade on NBC were up 6% overall from 2022 and more than doubled Peacock’s streaming hours from last year.
The live linear telecast of the parade is NBC’s highest-rated entertainment program of the year across all of television in both categories at 22.3
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