Macy’s Inc. signed a new rights deal with NBCUniversal for Macy’s Thanksgiving Day Parade and Macy’s Fourth of July Fireworks on NBC, Peacock and Telemundo “marking a significant expansion to unlock content opportunities,” the retailer said Tuesday.
The 10-year agreement will include broadcast and streaming rights to a Macy’s Parade-eve special and a new special program to be announced at a later date, as well as the Fourth of July Fireworks and Thanksgiving Day Parade.
Macy’s other big annual event is its spring flower show.
The retailer expects to build audiences for these events, which are designed and created by Macy’s Studios.
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“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, Macy’s chief marketing officer, in a statement. “This is a significant expansion of our long-standing relationship that will increase the visibility of Macy’s and all our content offerings.”
Jen Neal, executive vice president of live events and specials, NBCUniversal Media Group, added: “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.”
This year will mark Macy’s 99th Thanksgiving Day Parade.
According to the retailer, last year’s parade reached 31.7 million viewers on NBC and Peacock, an 11 percent increase from 2023, making it the most watched parade of all time, the number-one program in the holiday season and the largest entertainment special since 2020. By contrast, the Super Bowl reached 127 million viewers.
The parade has been nationally broadcasted on NBC since 1953.
Last year’s Macy’s Fourth of July Fireworks drew 7.6 million viewers on NBC and Peacock, the retailer indicated. Macy’s Fourth of July Fireworks will mark its 50th anniversary in 2026.
