This year’s Macy’s Thanksgiving Day Parade attracted its largest audience ever, as reported by NBCUniversal.

The 98th annual parade garnered 31.3 million viewers on Thursday across various linear and digital platforms, marking a 10% increase from last year’s 28.5 million.

Approximately 24 million viewers watched the live broadcast on NBC from 8:30 a.m. to 12 p.m. ET, making it the most-watched entertainment program on linear television since the 2020 Academy Awards on ABC.

While NBCUniversal did not disclose specific numbers for the digital audience, they noted a 26% rise in streaming hours on Peacock compared to last year’s parade.

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In the 18-49 demographic, it achieved the highest rating for a telecast since 2021’s New Year’s Rocking Eve on ABC, with a rating of 5.4.

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“The Macy’s Thanksgiving Day Parade is an event we take great pride in, and it’s a delight to know that a record number of viewers tuned in on both NBC and Peacock,” stated Jen Neal, Executive Vice President, Live Events and Specials, NBCU Entertainment. “The parade is a unique tradition that kicks off the holiday season, and we’re excited to be part of it alongside our partners at Macy’s.”

The 2024 Macy’s Thanksgiving Day Parade was hosted by Today Show personalities Savannah Guthrie, Hoda Kotb, and Al Roker. The event featured 17 character balloons, 22 floats, 15 heritage and novelty balloons, 11 marching bands, and performances from various music stars.

Performers included Jennifer Hudson, Kylie Minogue, Billy Porter, Loud Luxury, Cynthia Erivo, and Cole Escola. Check out a photo gallery from the parade here.

Person: Jen Neal, Savannah Guthrie, Hoda Kotb, Al Roker, Jennifer Hudson, Kylie Minogue, Billy Porter, Loud Luxury, Cynthia Erivo, Cole Escola
Company Names: NBCUniversal, NBC, Peacock, Macy’s
Titles: Macy’s Thanksgiving Day Parade, 2024 Macy’s Thanksgiving Day Parade, New Year’s Rocking Eve, Dancing With The Stars, Academy Awards

Disclaimer: This article has been auto-generated from a syndicated RSS feed and has not been edited by Vitrina staff. It is provided solely for informational purposes on a non-commercial basis.