via press release:
UPDATE: NBC'S COVERAGE OF THE 83RD ANNUAL 'MACY'S THANKSGIVING DAY PARADE' DELIVERS THE EVENT'S BIGGEST AVERAGE VIEWERSHIP IN EIGHT YEARS
AN AVERAGE 22.3 MILLION VIEWERS WATCHED THE TELECAST, HIGHEST 'LIVE PLUS SAME DAY' RESULT FOR THE EVENT SINCE 2001; IN 18-49, IT'S A FIVE-YEAR HIGH
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, 'NCIS' AND 'DESPERATE HOUSEWIVES'
UNIVERSAL CITY, Calif. – December 4, 2009 – NBC's November 26 9 a.m.-noon coverage of the 83rd annual "Macy's Thanksgiving Day Parade" has marched to the event's biggest average audience in eight years and biggest adult 18-49 rating in five years, according to "live plus same day" viewing figures from Nielsen Media Research.
During an average minute, the telecast delivered a 6.5 rating, 27 share in adults 18-49, highest for the parade since 2004, and 22.3 million viewers overall, biggest since 2001. Versus the 2008 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 18-49 and 3 percent in average audience.
The 6.5 rating in 18-49 and 22.3 million total viewers makes NBC's coverage of the "Macy's Thanksgiving Day Parade" the #1 entertainment telecast for the week of November 23-29 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 "NCIS" and Fox's "Glee," "The Simpsons" and "Family Guy."
NBC Research estimates that 43.3 million viewers watched all or some of NBC's "Macy's Thanksgiving Day Parade" coverage.
From noon-2 p.m. ET that day, NBC's coverage of "The National Dog Show Presented by Purina" averaged a 2.2/9 in adults 18-49 and 7.7 million viewers overall. NBC Research estimates 17.5 million viewers watched all or some of the telecast.
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.