The Macy’s Thanksgiving Parade wasn’t a big deal for NBC. In fact, the station’s 2025 broadcast of the annual event is on track to record its largest total audience ever.
The 99th Macy’s Thanksgiving Day Parade drew 34.3 million viewers across NBC and Peacock, with 25.4 million viewers tuning in to the NBC telecast starting at 8:30 a.m. ET on Nov. 27, according to early Nielsen data. It’s important to note that this Nielsen data is preliminary and subject to change once it becomes official in the coming days.
Still, as things stand, the total number of viewers for this year’s parade has increased by 8% compared to 2024, reaching a total of 31.3 million viewers, which itself is a 10% increase compared to 28 million in 2023. The 2025 parade also saw a 13% increase in the 18-49 adult demographic over 2024, according to NBC. NBC also claimed numbers increased across all demos, including a 20% increase in viewers under 25.
“These record-breaking numbers demonstrate how much our viewers love this parade, and we couldn’t be more excited to kick off the holiday season in such a great way,” said Jen Neal, executive vice president of live events and specials, NBCUniversal Entertainment. “We are deeply grateful to Macy’s for helping us produce such an iconic event.”
Elsewhere on the day, the National Dog Show drew 12.8 million viewers, a 4% increase compared to 2024.
“This year’s record-breaking ratings are a powerful testament to the creative mastery, technical precision and storytelling ambition that Macy’s offers,” said Sharon Otterman, Macy’s chief marketing officer. “We are extremely proud to be able to create entertainment that showcases today’s best talent and captures the cultural zeitgeist to connect with audiences and constantly redefine the benchmark for broadcast television and streaming programming. As we head into our 100th Macy’s Parade, we remain dedicated to leveraging our unique capabilities to surprise and delight millions of people across the country, ensuring our programming exceeds expectations each year.”
