NBCUniversal and Macy’s said they struck a new pact that will keep the retailer’s popular Thanksgiving Day Parade on the media conglomerate’s properties through 2034, a nod to the growing importance of live “tentpole” events in the business of television.
The new agreement includes rights to “The Macy’s Thanksgiving Day Parade,” “Countdown to Macy’s Thanksgiving Day Parade” and “Macy’s 4thof July Fireworks.” NBCUniversal and Macy’s said they will work together on a new program, which will be announced at a later date.
“Macy’s is excited to grow our partnership with NBCUniversal as the appetite for our content continues to grow,” said Sharon Otterman, Macy’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.”
NBCU has good reason to keep the annual procession going. In 2024, coverage of the parade, which typically includes appearances by NBC mainstays like Jimmy Fallon, Savannah Guthrie and Al Roker, generated its biggest audience on record, with 31.7 million total viewers across NBC and Peacock — marking an 11% increase vs. 2023. The parade has been the most-watched entertainment show on linear TV for four consecutive years.
The Wall Street Journal reported in November that Macy’s had hired WME to help it reap more out of rights discussions and that the price being sought for the deal had skyrocketed, with the new annual fee coming to more than $60 million, compared with around $20 million in the most recent contract.
NBCU has been placing increased emphasis on large, live events around which it can devise unique advertising packages and augment with “flanker” programming, such as “red carpet” pre-shows. The company spent months luring sponsors to its recent 50th anniversary celebration of “Saturday Night Live” and a suite of related documentaries and specials. NBCU intends to mount a 100th anniversary event around its broadcast network and will bring back a new “BravoCon” fan event in months to come.
There will be a new spotlight on Macy’s events next year. In 2026, under the new deal, NBC will be able to telecast the 100th march of the Macy’s Thanksgiving Day Parade and the 50th anniversary of Macy’s 4th of July Fireworks.
