NBC’s coverage of the annual Macy’s Thanksgiving Day Parade on Thursday morning drew a 5.3 rating in the adults 18-49 demographic and 20.7 million viewers, respectable numbers for a mostly pre-taped and pared-down event due to the coronavirus pandemic.
The parade’s 9 a.m.-noon ET telecast was down two tenths from 2019’s restriction-free event, which finished with 22.1 million viewers. Overall, the year-over-year drops were 3% in the demo and 6% in viewers, and yesterday’s initial airing marked NBC’s highest-rated and most-watched entertainment telecast of 2020 during a TV season when most big events saw much bigger dips in their numbers.
Combined with an encore later in the afternoon, the parade finished with a 6.2 in the demo and 24.2 million viewers in Nielsen Live+Same Day data. It also had 4.7 million streams on YouTube.. The two-hour dog-fest encored in primetime to fill the gap created when the network’s annual Thanksgiving primetime NFL game was moved to Sunday because of positive Covid tests on the Ravens team.
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