via press release:
NBC RESEARCH ESTIMATES 44.3 MILLION VIEWERS WATCHED ALL OR SOME OF THE TELECAST, HIGHEST 'LIVE PLUS SAME DAY' TOTAL FOR THE EVENT SINCE 2001
THE PARADE IS TELEVISION'S #1 ENTERTAINMENT TELECAST OF THE WEEK IN ADULTS 18-49 AND TOTAL VIEWERS, AHEAD OF SUCH PRIMETIME FARE AS THE 'DANCING WITH THE STARS' FINALE AND 'DESPERATE HOUSEWIVES'
'THE NATIONAL DOG SHOW PRESENTED BY PURINA' FETCHES ITS BIGGEST AUDIENCE IN FIVE YEARS
UNIVERSAL CITY, Calif. – December 8, 2008 – NBC's November 27 9 a.m.-noon ET coverage of the 82nd annual "Macy's Thanksgiving Day Parade" has marched to the event's biggest total audience in seven years, biggest average audience in six years and highest adult 18-49 rating in three years, according to "live plus same day" in-home figures from Nielsen Media Research.
From noon-2 p.m. ET that day, NBC's coverage of "The National Dog Show Presented by Purina" brought home that event's biggest total audience and average audience in five years and matched its highest 18-49 rating in four years.
NBC Research estimates that 44.3 million viewers watched all or some of NBC's "Macy's Thanksgiving Day Parade" coverage this year, the biggest total audience for the event in "live plus same day" figures since 2001. During an average minute, the telecast delivered a 6.1 rating, 24 share in adults 18-49, highest since 2005, and 21.7 million viewers overall, biggest since 2002. Versus the 2007 telecast, this year's coverage, which was hosted by Meredith Vieira, Matt Lauer and Al Roker of NBC's "Today," is up 7 percent in both total audience and average audience, with a 3 percent increase in 18-49.
The 6.1 rating in 18-49 and 21.7 million total viewers makes NBC's coverage of the "Macy's Thanksgiving Day Parade" the #1 entertainment telecast for the week of November 24-30 in both categories (excludes sports), ahead of such original primetime entertainment programming as ABC's "Dancing with the Stars" finale and "Desperate Housewives," CBS's "Two and a Half Men," "CSI: Miami" and "The Mentalist" and Fox's "The Simpsons," "Fringe" and "Family Guy."
NBC Research estimates 19.6 million viewers watched all or some of NBC's noon-2 p.m. ET coverage of "The National Dog Show Presented by Purina," a 2 percent increase over last year's estimated 19.2 million and the biggest total audience for the "National Dog Show" since 2003. During an average minute, the "National Dog Show" averaged a 2.4/9 in 18-49, which matched last year's rating (the event's highest since 2004), and 8.9 million viewers overall, up 4 percent versus last year and the highest for the "National Dog Show" since 2003.