Record-Breaking Ratings: NBC’s Macy’s Thanksgiving Day Parade Draws Biggest Audience Ever

NBC has set a new ratings record with its broadcast of the 99th Macy’s Thanksgiving Day Parade, delivering the largest audience in the event’s history and marking a major win for the network heading into the holiday season.

According to preliminary Nielsen data reported by Variety, the parade drew 34.3 million total viewers across NBC and Peacock on Thursday, November 27, 2025. The main NBC telecast, which began at 8:30 a.m. ET, brought in 25.4 million viewers, an impressive 8% increase from 2024’s combined audience of 31.3 million.

NBC also reported significant gains across key demographics, including a 13% increase in Adults 18–49 and a 20% rise in viewers under 25, showcasing the event’s broad cross-generational appeal.

A Record-Breaking Historic Moment

The 2025 broadcast now ranks as the most-watched entertainment telecast in almost seven years, behind only ABC’s 2019 Academy Awards. The strong performance demonstrates the enduring popularity of the Thanksgiving tradition and reinforces the power of live event programming in a shifting media landscape.

NBCUniversal Entertainment’s executive vice president of live events and specials, Jen Neal, celebrated the milestone:

“These record-breaking numbers signify how beloved this parade is to our audience, and we couldn’t be more thrilled to begin the holiday season on such a wonderful note.”

Sharon Otterman, Macy’s chief marketing officer, praised the creative team behind the production:

“This year’s record-breaking ratings are a powerful testament to the creative mastery, technical precision, and storytelling ambition Macy’s offers.”

She added that the team is already looking toward the milestone 100th Macy’s Parade with a renewed commitment to innovation and spectacle.

Star-Packed Performances and Fan-Favorite Hosts

This year’s broadcast featured returning NBC anchors Savannah Guthrie, Hoda Kotb, and Al Roker, who guided viewers through the parade’s iconic floats, giant balloons, Broadway-style performances and musical acts.

The 2025 lineup included appearances from:

• Cynthia Erivo

• Ciara

• Busta Rhymes

• Shaggy

• Foreigner

• Mickey Guyton

• Jewel

• Calum Scott

• and more

Audiences also enjoyed beloved character balloons, elaborate floats and live performances representing Broadway, pop and country music.

Countdown to the 100th Parade

With the centennial parade arriving in 2026, anticipation is already building for what Macy’s calls an “unforgettable national moment.” Both NBC and Macy’s confirmed that planning is well underway for a larger-than-ever celebration.

As streaming competition tightens and audiences fragment across platforms, the enormous turnout for the 2025 parade reaffirms that live televised traditions remain powerful cultural touchstones.