NBC's 2013 Macy's Thanksgiving Day Parade Draws Biggest Audience in Neilsen Ratings History of the Event

NBC's Nov. 28 9 a.m.-noon ET coverage of the 87th annual "Macy's Thanksgiving Day Parade" generated the event's biggest average audience in the 26-year history of Nielsen's current People Meter sample (dating back to 1987), averaging 25.2 million viewers. That's a 12% gain versus last year's 22.4 million.

The "Macy's Thanksgiving Day Parade," hosted by Matt Lauer, Savannah Guthrie and Al Roker of NBC's "Today," scored a 6.6 rating, 27 share in adults 18-49, up 2 percent from last year's 6.5/26, making it the top parade rating in 18-49 in nine years (since 2004, 6.7).

NBC Research estimates that 46.7 million viewers watched all or some of NBC's "Macy's Thanksgiving Day Parade" coverage, up 8 percent versus last year's 43.2 million and the biggest cumulative audience for the parade in 20 years (since 1993, 47.1 million).

From noon-2 p.m. ET that day, NBC's coverage of "The National Dog Show Presented by Purina" averaged 10.7 million viewers, the biggest average audience for the annual show in the 12 years NBC has been televising it on Thanksgiving Day. Versus the 9.2 million average for the prior year, "The National Dog Show" was up 16%.

In adults 18-49, "The National Dog Show" is up year to year by 8 percent, to a 2.6/10 from a 2.4/9), to hit an eight-year high (best since 2004, 2.6 -- the event earned a 2.7 in 2003).

NBC Research estimates 22.0 million viewers watched all or some of "The National Dog Show," a 14% gain over last year's estimate of 19.3 million and best yet in NBC's 12 years carrying the dog show.

The annual dog show is one of the oldest and most prestigious sporting events in North America. NBC's coverage was hosted by John O'Hurley and featured the commentary of expert analyst David Frei.

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