Variety reports:
The 96th Macy’s Thanksgiving Day Parade drew 27.7 million viewers on Thursday when counting both linear viewing on NBC and streaming on sister platform Peacock.
The three-hour special that aired 9 a.m.-noon in all time zones and the 2 p.m.-5 p.m. repeat, plus digital viewership as well as streaming on Peacock, brought in a total of 27.7 million viewers and a 7.2 rating in adults 18-49, according to early Nielsen fast nationals provided by NBC.
The Macy’s Thanksgiving Day Parade is one of television’s oldest annual traditions. The parade began as a ballyhoo event for the famed retailer in Manhattan’s Herald Square in 1924. NBC began covering the event in 1953.
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NBC’s Macy’s Thanksgiving Day Parade Scores Its Most Viewers in 5 Years With Streams on Peacock https://t.co/yCZp8cAxAM
— Variety (@Variety) November 25, 2022
I know everyone has been posting this all day. I finally have been able to do this too. To share something amazing that our sister band The Queer Big Apple Corps did today. pic.twitter.com/nyFVjUGIve
— ?️⚧️Russell Joseph Amaya Vidales (@jrussellamaya) November 25, 2022