NBC's coverage of The 91st MACY'S THANKSGIVING DAY PARADE has delivered the highest metered-market rating for any entertainment telecast on the broadcast networks since the Oscars in February, according to Nielsen Media Research. From 9 a.m.-noon, "The 91st Macy's Thanksgiving Day Parade," hosted by Matt Lauer, Savannah Guthrie and Al Roker of NBC's "Today," averaged a 12.5 rating, 27 share in households in the 56 local markets metered by Nielsen and a 7.0/32 in adults 18-49 in the 25 markets with local people meters.
Excluding sports, both the 12.5 in households and 7.0 in 18-49 make this the #1 telecast of the season on ABC, CBS, NBC or FOX and highest going back to last February's "Academy Awards" on ABC (22.2 in households, 12.7 in 18-49 on Feb. 26). Last year's Macy's Parade earned a 13.5 in households, equaling its high since 2002, and a 7.7 in 18-49 in the local people meters, the event's best since 2003. No non-sports broadcast so far this season has rated higher than yesterday's parade, with the #2 entertainment program in metered-market households landing more than a full rating point behind (11.4 for the season premiere of "The Big Bang Theory" on Monday, Sept. 25). At noon, "The NATIONAL DOG SHOW Presented by Purina" equaled its second-highest household rating in the meters in 13 years and delivered its second-best 18-49 rating in the LPMs in 15 years. From noon-2 p.m., NBC's coverage of "The National Dog Show," hosted by John O'Hurley and featuring the commentary of expert analyst David Frei was awarded a 6.0/14 in metered-market households and a 3.1/13 in 18-49 in the local people meters)Videos