Macy’s Thanksgiving Day Parade Draws Record 34 Million Viewers on NBC, Peacock in Early Numbers

The Macy’s Thanksgiving Day Parade was no turkey for NBC. In fact, the broadcaster’s 2025 airing of the annual event is poised to record its biggest combined audience ever.

Per early Nielsen data, the 99th annual Macy’s Thanksgiving Day parade pulled in 34.3 million viewers across NBC and Peacock, with 25.4 million viewers tuning in for the NBC telecast beginning at 8:30amET on Nov. 27. It should be noted that this Nielsen data is preliminary and will change when it becomes official in the coming days.

Still, as it stands, this year’s parade is up 8% in total viewers over 2024, which managed to bring in 31.3 million combined viewers, which was itself a 10% increase over 2023’s 28 million viewers. Per NBC, the 2025 parade was also up 13% in the adults 18-49 demographic from 2024. NBC also claims that numbers were up across all demos, including a 20% increase in viewers under 25.

“These record-breaking numbers signify how beloved this parade is to our audience and we couldn’t be more thrilled to begin the holiday season on such a wonderful note,” said Jen Neal, executive vice president of live events and specials for NBCUniversal Entertainment. “A profound thank you to Macy’s for their partnership in producing such an iconic event.”

Elsewhere on the day, the National Dog Show drew 12.8 million viewers, an increase of 4% over 2024.

“This year’s record-breaking ratings are a powerful testament to the creative mastery, technical precision and storytelling ambition Macy’s offers,” said Sharon Otterman, chief marketing officer of Macy’s. “We are deeply proud to create entertainment that showcases today’s top talent and captures the cultural zeitgeist to connect with our audiences and consistently redefine the benchmark for televised and streaming programming. As we look toward the 100th Macy’s Parade, we remain dedicated to leveraging our unique capabilities to inspire wonder and joy for millions nationwide, ensuring our programs exceed expectations year after year.”