via press release:
THE 85TH ANNUAL PARADE MARCHES TO AN AVERAGE 22.4 MILLION, HIGHEST SINCE 2001
THE 22.4 MILLION TOPS EVERY PRIMETIME ENTERTAINMENT TELECAST ON ABC, CBS, NBC AND FOX SINCE THE ‘’ SEASON PREMIERE ON SEPT. 19
IN ADULTS 18-49, THE PARADE FLOATS TO A 6.2 RATING, UP 5 PERCENT VS. LAST YEAR AND ABOVE EVERY PRIMETIME ENTERTAINMENT TELECAST ON THE BROADCAST NETWORKS SINCE OCTOBER 3
A TOTAL OF 42.8 MILLION WATCH ALL OR SOME OF THE PARADE
‘THE NATIONAL DOG SHOW PRESENTED BY PURINA’ AVERAGES 8.2 MILLION VIEWERS, A THREE-YEAR HIGH
UNIVERSAL CITY, Calif. – December 2, 2011 – NBC’s November 24 9 a.m.-noon ET coverage of the 85th annual “Macy’s Thanksgiving Day Parade” has delivered the event’s biggest average audience in the last 10 years. The parade’s average audience of 22.4 million makes it the #1 entertainment telecast of the week and beats every entertainment primetime program on ABC, CBS, NBC and Fox since CBS’s “” averaged 28.7 million viewers with its September 19 season premiere.
According to “live plus same day” viewing figures from Nielsen Media Research, the parade generated its biggest average viewership since the 2001 event delivered 23.1 million viewers overall.
The “Macy’s Thanksgiving Day Parade,” hosted by Matt Lauer, Ann Curry and Al Roker of NBC’s “Today,” scored a 6.2, 25 share in adults 18-49, also the #1 entertainment telecast of the week. The parade is higher-rated than every primetime entertainment telecast on ABC, CBS, NBC and Fox since the October 3 episode of “ ” (6.2).
Versus last year, the parade is up 1 percent in average viewership (22.4 million vs. 22.1 million) and up 5 percent in 18-49 rating (6.2 vs. 5.9). NBC Research estimates that 42.8 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 2.1/8 in adults 18-49 and 8.2 million viewers overall. NBC Research estimates 18.1 million viewers watched all or some of the telecast.
In total viewers, “The National Dog Show Presented by Purina” is up year to year by 0.4 percent (8.243 million vs. 8.207 million), making this the biggest average audience for the annual event since 2008.
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.