On Thanksgiving, millions of moviegoers flocked to the theater to watch three blockbuster films. Millions of others stayed home to watch the Macy's parade or NFL games.

The network – which has had the broadcast rights since 1953 – is currently trying to nail a new deal to keep the festive holiday event on its channel for the next decade, according to The Wall

The parade averaged around 5 million more viewers than NBC's prime-time football broadcast. This article, NBC touts record TV audience for Macy’s Thanksgiving Day parade, was first published at The Desk.

NBC has announced record breaking viewing figures for the 2024 Macy's Thanksgiving Day Parade broadcast special.

The Macy’s Thanksgiving Day Parade drew its largest audience ever this year, according to NBCUniversal. The 98th annual event amassed 31.3M viewers Thursday across linear and digital platforms, which is up 10% from last year’s 28.

Thanksgiving brought a mix of celebration and community across the country, and Black celebrities were at the center of it all. Despite rainy skies in New York City, fans gathered for the 2024 Macy’s Thanksgiving Day Parade,