Savannah Guthrie, Matt Lauer, Al Roker, Felix the Cat, Charlie Brown, the Teenage Mutant Ninja Turtles and a bunch of Muppets all helped give NBC’s coverage of the 90th Macy’s Thanksgiving Day Parade a 13-year high in the ad-friendly adults 18-49 demo. This is according to Nielsen’s top 25 markets. If it holds, it’ll be the No. 1 non-sports broadcast rating since the Oscars in February.
In households, the parade tied its highest rating since 2003, averaging a 13.5 rating, 29 share. The viewership is especially significant as CBS also now airs the parade. CBS was the original broadcast home of the parade, beginning in 1948. NBC took over in 1952 and has been broadcasting every year since.
Update: Final ratings show the parade coverage averaged 24.639 million viewers and a 6.8 rating, 31 share in adults 18-49. NBC’s coverage was up +13 percent in 18-49 and up +11 percent in total viewers.