Macy’s Parade Coverage Boosts Today Traffic
- NBC's Today show continued its dominance in morning television, securing its fifth consecutive week as the leader in total viewers and the key Adults 25-54 demographic.
- The week leading up to the Thanksgiving holiday proved notably successful for Today.
- Specifically, Today's Thursday edition, featuring extensive coverage of the Macy's Thanksgiving Day Parade, drew 4.422 million total viewers.This represents the show's best Thanksgiving Day performance ever and its...
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NBC’s ’Today’ Show Extends Winning streak, Boosted by Macy’s Thanksgiving Day Parade
Table of Contents
Updated December 6, 2023 at 13:27 EST
Key Takeaways
NBC’s Today show continued its dominance in morning television, securing its fifth consecutive week as the leader in total viewers and the key Adults 25-54 demographic. The program’s success was significantly amplified by its coverage of the annual Macy’s Thanksgiving Day Parade. The November 28th edition of Today achieved its highest Thanksgiving Day viewership on record and the largest single-day audience since April 6, 2020.
Ratings Performance: Week of November 18 – november 29, 2024
The week leading up to the Thanksgiving holiday proved notably successful for Today. While all three major morning shows – Today, Good Morning America (GMA), and CBS Mornings – experienced week-over-week gains in total viewership, Today was the only program to increase its share of the Adults 25-54 demographic. This demographic is highly valued by advertisers.
Specifically, Today‘s Thursday edition, featuring extensive coverage of the Macy’s Thanksgiving Day Parade, drew 4.422 million total viewers.This represents the show’s best Thanksgiving Day performance ever and its largest single-day audience as April 6, 2020, when the program covered the unfolding COVID-19 pandemic.
Tho, it’s significant to note coding discrepancies during Thanksgiving week. According to internal notes, Good Morning America was coded as a ”special” on both Thursday, November 27th, and Friday, November 28th. Today was coded as a regular program on Wednesday,November 26th,and then retitled as “Today-TS” on Friday. CBS Mornings was also coded as “specials” from Wednesday through friday. These coding choices can influence reported ratings and comparisons.
| Show | Total Viewers (Thanksgiving Thursday) | Adults 25-54 (Thanksgiving thursday) |
|---|---|---|
| Today | 4.422 million | Data unavailable |
| Good Morning America | Data unavailable | Data unavailable |
| CBS Mornings | Data unavailable | Data unavailable |
note: Complete ratings data for all three shows on Thanksgiving Thursday and for the full week are not yet publicly available as of December 6, 2023. this table will be updated as data becomes available.
the Macy’s Thanksgiving Day Parade Effect
the Macy’s Thanksgiving Day parade consistently provides a significant ratings boost to NBC, as the network has exclusive broadcast rights. The parade’s broad appeal draws a large audience, many of whom tune in specifically for the event and remain watching Today afterward. This year’s parade featured new balloons, floats, and performances, contributing to its continued popularity. NBC’s official Thanksgiving Parade website provides details on the event.
competitive Landscape
While Today leads in overall viewership, the morning show landscape remains competitive. Good Morning America, despite a decline in the Adults 2