In a major move for holiday entertainment, NBCUniversal has announced a new 10-year deal with Macy’s, ensuring that the iconic Macy’s Thanksgiving Day Parade remains a staple on NBC, Peacock, and Telemundo through at least 2034. This agreement not only solidifies a beloved American tradition but also underscores the enduring power of live television in an era of fragmented media consumption.
For those unfamiliar, the Macy’s Thanksgiving Day Parade is more than just a procession—it’s a cultural institution. Each year, the streets of New York City come alive with towering character balloons, elaborate floats packed with celebrities, and performances from top musical artists and Broadway stars. The parade’s grand finale at Macy’s flagship store on 34th Street is a moment millions tune in to see. Last year alone, it drew an astonishing 31.3 million viewers, setting a new all-time record and proving that its appeal continues to grow as it approaches its 100th anniversary in 2026.
This deal isn’t just about the parade, though. NBCUniversal has also secured rights to the Macy’s 4th of July Fireworks special—a dazzling display of pyrotechnics and music over the NYC skyline—and a yet-to-be-announced special event program that promises to expand the partnership even further. While financial details remain under wraps, the scope of this agreement highlights how fiercely entertainment companies are vying for live events that can still pull massive audiences.
In today’s media landscape, where streaming services and on-demand content dominate, live events are a rare commodity. The numbers speak for themselves: outside of sports and election coverage, only a handful of non-sports broadcasts—like the Thanksgiving Day Parade, the Academy Awards, and the Grammys—consistently rank among the top 100 most-watched programs, according to Nielsen. The parade’s ability to draw tens of millions of viewers year after year makes it a golden ticket for NBCUniversal, offering a reliable way to unite families in front of their screens on Thanksgiving morning.
Jen Neal, NBCUniversal’s Executive VP of Live Events & Specials, emphasized the significance of this renewal: “This extension of our partnership with Macy’s means we can continue to deliver the memorable live holiday entertainment millions of viewers have loved for decades. Watching the Macy’s specials on NBC and Peacock has become such a cherished tradition for so many families, and we take that responsibility very seriously in making sure they have the absolute best experience every year.”
Macy’s, too, sees this as a chance to amplify its reach. “Macy’s is excited to grow our broadcasting and streaming deal with NBCUniversal as the appetite for our content continues to grow,” said Sharon Otterman, the company’s Chief Marketing Officer. “This is a significant expansion of our long-standing relationship that will increase the visibility of Macy’s and all our content offerings.”
As we look ahead to the parade’s centennial in 2026, this deal ensures that the next decade will bring more giant balloons, star-studded floats, and holiday cheer to screens across the country. For NBCUniversal, it’s a strategic play to hold onto a ratings juggernaut. For Macy’s, it’s an opportunity to keep its brand at the heart of American holidays. And for viewers? It’s a guarantee that this timeless tradition isn’t going anywhere anytime soon.
So, mark your calendars for November—and maybe start planning your Thanksgiving watch party now. With NBC and Macy’s locked in for the long haul, there’s plenty more parade magic to come.
