via press release:
NBC'S COVERAGE OF THE 83RD ANNUAL 'MACY'S THANKSGIVING DAY PARADE' DELIVERS ITS TOP OVERNIGHTS IN THREE YEARS
THE PARADE MARCHES 2 PERCENT AHEAD OF ITS 2008 HOUSEHOLD IN THE 56 MARKETS METERED BY NIELSEN
IN THE NEW YORK MARKET, THE RATING BALLOONS 12 PERCENT VS. LAST YEAR TO ITS HIGHEST IN SIX YEARS
UNIVERSAL CITY, Calif. – November 27, 2009 – NBC's coverage of Thursday's 83rd annual "Macy's Thanksgiving Day Parade" has floated 2 percent above the event's year-ago local-market average, scoring a 12.7 rating, 27 share in households in the 56 local markets metered by Nielsen Media Research. That makes this the top-rated Macy's parade in the local markets since 2006. The year-ago "overnight" average was a 12.5/26.
According to preliminary estimates from NBC Research, a total of 45.8 million viewers watched all or some of NBC's 9 a.m.-noon parade coverage, which was hosted by Meredith Vieira, Matt Lauer and Al Roker of NBC's "Today." If that estimate holds after official nationals are issued by Nielsen next Friday, it will be the biggest total audience for the parade in eight years.
In the New York market, the parade hovered 12 percent above last year's average, with a 19.4/40 versus last year's 17.3/35, making this the top-rated "Macy's Thanksgiving Day Parade" household rating in New York since 2003. Other top markets for the parade Thursday morning were: West Palm Beach, 23.2/42; Providence-New Bedford, 22.3/43; Buffalo, 19.7/38; Knoxville, 18.9/33; Cleveland, 18.8/40; Richmond, 18.6/34; Fort Myers-Naples, 18.4/35; Pittsburgh, 18.0/36; St. Louis, 17.9/36; and Jacksonville, 17.9/34.
From noon-2 p.m., NBC's coverage of "The National Dog Show Presented by Purina" scored a 4.9/11 in metered-market households, keeping the telecast within 4 percent of last year's 5.1/12. According to preliminary estimates from NBC Research, a total of 19.2 million viewers watched all or some of the dog show coverage. The top five markets for the Dog Show were West Palm Beach, 10.6/21; Richmond, 9.6/19; Fort Myers-Naples, 9.1/19; Buffalo, 8.6/18; and Providence-New Bedford, 7.8/19.
The annual dog show, hosted by the Kennel Club of Philadelphia, 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.
National ratings, viewer averages and demographics, as well as updated total-audience estimates for the parade and dog show are due from Nielsen on Friday, December 4.