The Macy's Thanksgiving Day Parade attracted its largest crowd ever this year, according to NBCUniversal.
The 98th annual event garnered 31.3 million viewers Thursday across linear and digital platforms, which is 10% more than last year's 28.5 million viewers, the company said.
About 24 million tuned in to NBC alone during the live broadcast from 8:30 a.m. to 12 p.m. ET. This makes it the most-watched entertainment show on linear television since the 2020 Academy Awards on ABC.
Although NBCUniversal did not provide details on the digital audience, the company revealed that streaming hours on Peacock increased by 26% compared to last year's show.
In the 18-49 demo, it was the highest-rated telecast since 2021 New Year's Eve On ABC with a rating of 5.4.
“The Macy's Thanksgiving Day Parade is an event we take great pride in, and it gives us absolute pleasure to know that a record number of people tuned in across both NBC and Peacock,” Jane Neal, executive vice president of live events and specials, NBCU Entertainment, said in a statement. : “The parade is a tradition like no other. Year after year, it's the best way to start the holiday season, and we're thrilled to be a part of it with our partners at Macy's.”
The 2024 Macy's Thanksgiving Day Parade is hosted by today Show characters Savannah Guthrie, Hoda Kotb, and Al Roker. It included 17 character balloons, 22 floats, 15 traditional and new balloons, 11 bands, and performances by a selection of music stars.
Artists included Jennifer Hudson, Kylie Minogue, Billy Porter, Loud Luxury, Cynthia Erivo and Kole Escola. See a photo gallery from the show here.
