The Macy’s Thanksgiving Day Parade Breaks Records for NBC
The Macy’s Thanksgiving Day Parade proved to be a massive success for NBC in 2025, with the broadcaster’s airing of the annual event attracting its largest audience ever. According to early Nielsen data, the 99th edition of the parade drew in a combined audience of 34.3 million viewers across NBC and Peacock, with 25.4 million viewers tuning in for the NBC telecast that began at 8:30am ET on Nov. 27. It is important to note that these numbers are preliminary and may change once the official data is released in the coming days.
Compared to the previous years, this year’s parade saw an 8% increase in total viewers over 2024, which had brought in 31.3 million viewers, itself a 10% increase from 2023’s 28 million viewers. Additionally, NBC reported a 13% increase in the adults 18-49 demographic from 2024, with viewership up across all demographics, including a significant 20% increase in viewers under 25.
Jen Neal, executive vice president of live events and specials for NBCUniversal Entertainment, expressed her excitement over the record-breaking numbers, stating, “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. A profound thank you to Macy’s for their partnership in producing such an iconic event.”
In addition to the parade, the National Dog Show also saw an increase in viewership, drawing in 12.8 million viewers, a 4% increase from 2024. Sharon Otterman, chief marketing officer of Macy’s, credited the success of the parade to the creative mastery, technical precision, and storytelling ambition of Macy’s, stating, “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 the parade looks forward to its 100th edition, Macy’s remains dedicated to leveraging its unique capabilities to inspire wonder and joy for millions nationwide, ensuring that its programs exceed expectations year after year. The success of the Macy’s Thanksgiving Day Parade in 2025 serves as a testament to the enduring popularity and cultural significance of this iconic event.
