NBCUniversal and Macy’s have announced a groundbreaking new agreement that ensures the beloved Thanksgiving Day Parade will continue to be showcased on the media giant’s platforms until 2034. This significant deal underscores the increasing significance of live “tentpole” events in the television industry.
Included in this new pact are the exclusive rights to broadcast “The Macy’s Thanksgiving Day Parade,” “Countdown to Macy’s Thanksgiving Day Parade,” and “Macy’s 4th of July Fireworks.” Additionally, NBCUniversal and Macy’s are set to collaborate on an upcoming program, details of which will be revealed at a later date.
Sharon Otterman, Macy’s chief marketing officer, expressed enthusiasm about expanding their partnership with NBCUniversal, stating, “Macy’s is thrilled to strengthen our collaboration with NBCUniversal as the demand for our content continues to rise. This expanded relationship will enhance the visibility of Macy’s and all our content offerings.”
The decision to extend the annual parade’s coverage is backed by strong viewership numbers. In 2024, the parade, featuring familiar NBC personalities like Jimmy Fallon, Savannah Guthrie, and Al Roker, achieved its highest viewership to date, attracting an impressive 31.7 million total viewers across NBC and Peacock platforms – a remarkable 11% increase from the previous year. Notably, the parade has been the top-rated entertainment program on linear TV for four consecutive years.
Reports from The Wall Street Journal suggested that Macy’s had engaged WME to maximize the value of its broadcast rights, resulting in a substantial increase in the annual fee for the deal, exceeding $60 million compared to the previous contract’s $20 million.
NBCUniversal’s strategic focus on large-scale live events, complemented by innovative advertising opportunities and supplementary “flanker” programming like pre-shows, has been evident in recent efforts such as the 50th anniversary celebration of “Saturday Night Live.” Looking ahead, NBCU plans to organize a 100th anniversary event for its broadcast network and revive the fan-favorite “BravoCon” event in the near future.
Exciting developments lie ahead for Macy’s events. As part of the extended agreement, NBC will broadcast the 100th edition of the Macy’s Thanksgiving Day Parade in 2026, along with the 50th anniversary celebration of Macy’s 4th of July Fireworks.
Stay tuned for more updates as these dynamic collaborations continue to shape the future of entertainment!
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