NBC’s coverage of Macy’s annual Thanksgiving Day Parade Thursday morning got a 5.3 rating among adults between 18 and 49 years old and 20.7 million viewers. That’s a respectable number for a largely pre-recorded and reduced event due to the coronavirus pandemic.
The parade’s 9 a.m. ET broadcast (which aired in all U.S. time zones at the time) was two-tenths less than the 2019 no-restrictions event, which ended with 22.1 million viewers. Overall, the year-on-year decrease was 3% in the demo and 6% in the audience. It premiered yesterday as NBC’s top rated and most watched entertainment show of 2020.
Combined with a late afternoon encore, the parade ended with a 6.2 in the demo and 24.2 million viewers on Nielsen Live + Same Day dates. It also had 4.7 million streams on YouTube.
Following the parade, NBC reported annually on The National Dog Show (2.8, 11.3 million). The two-hour primetime dog festival was closed to fill the void created when the network’s annual Thanksgiving primetime NFL game (Pittsburgh vs. Baltimore) was postponed to Sunday due to positive Covid tests on the Ravens team.
The NFL exit paved the way for Fox’s competitive lineup of The Masked Singer and I Can Hear You Sing to spend the evening with the demo and onlookers.