'Macy's Thanksgiving Day Parade' and 'National Dog Show' Hit Best Local People Meter Ratings in the Six Years NBC has Tracked Them

Categories: Network TV Press Releases

Written By

November 23rd, 2012

via press release:

Thursday Primetime Results:


* Currently available fast-affiliate ratings are not time zone-adjusted and typically understate live NFL telecasts.


* In time zone-adjusted metered-market results, the Patriots-Jets game was #1 in its time period and the #1 show of the night with an 11.5 rating, 23 share in metered-market households from 8:30-11:15 p.m. ET. The Patriots' 49-19 blowout over Jets was up 92 percent versus the 2011 primetime Thanksgiving game on the NFL Network. The metered-market ratings peaked at 12.7 at 9 p.m.


* Though fast-affiliate ratings are subject to significant upward adjustment for NBC's primetime NFL telecast, they currently show NBC winning Thursday night in all key ratings categories: adults, men and women 18-34, 18-49 and 25-54, as well as households and total viewers.



Thursday Metered-Market Results:


* From 9 a.m.-noon, the 86th annual "Macy's Thanksgiving Day Parade" averaged a 12.1 rating, 26 share in households in the 56 local markets metered by Nielsen Media Research, finishing within 2 percent of last year's 12.3/26. In the 25 markets with Local People Meters, the parade averaged a 6.6/27 in adults 18-49, up 10 percent versus last year's 6.0/25, making this the highest rated Macy's Parade in the six years NBC has tracked the event in the Local People Meters (since 2007).


* Top markets for the parade telecast, which was hosted by Matt Lauer, Savannah Guthrie and Al Roker of NBC> '> s > "> Today,> "> were: West Palm Beach, 21.7/40; Providence-New Bedford, 20.8/39; Richmond, 20/6/38; Knoxville, 20.3/37; Buffalo, 19.9/38; Fort Myers-Naples, 18.8/35; Norfolk, 18.7/31; Greensboro-High Point, 18.2/32; Baltimore, 18.1/34; and Pittsburgh, 17.6/33. New York was the #13 market with a 16.9/35.


* From noon-2 p.m., NBC> '> s coverage of > "> The National Dog Show Presented by Purina> "> (5.3/12 in metered-market households) romped 13 percent ahead of last year's 4.7/11, to take home the event's top numbers in metered-market households in seven years (since 2005).


* In the Local People Meters, "The National Dog Show Presented by Purina" jumped by 24 percent, to a 2.6/10 from last year's 2.1/8, making this the highest rated "National Dog Show" in the six years NBC has tracked the event in the Local People Meters (since 2007).


* The top five markets for the Dog Show, hosted by John O> '> Hurley and featuring the commentary of expert analyst David Frei, were Knoxville, 11.9/25; West Palm Beach, 10.7/22; Buffalo, 10.1/20; Oklahoma City, 10.0/21; and Norfolk, 9.8/18.



In Late-Night Metered Markets Thursday night:


* In Nielsen's 56 metered markets, household results were: "The Tonight Show with Jay Leno," 3.1/9 (delayed by an NFL overrun); CBS's "Late Show with David Letterman," 2.3/6 with an encore; and ABC's combo of "Nightline," 2.6/6; and "Jimmy Kimmel Live," 1.3/4 with an encore.


* In the 25 markets with Local People Meters, adult 18-49 results were: > "> The Tonight Show with Jay Leno,> "> 1.4/8 (delayed by an NFL overrun); "Late Show," 0.6/3 with an encore; "Nightline," 0.9/4; and "Jimmy Kimmel Live," 0.5/3 with an encore.


* At 12:35 a.m., "Late Night with Jimmy Fallon" (1.7/6 in metered-market households, delayed by an NFL overrun) beat CBS's "Late Late Show with Craig Ferguson" (1.2/4 with an encore). In the 25 markets with Local People Meters, "Late Night" (0.8/5 in 18-49) topped "Late Late Show" (0.4/2 with an encore).


* At 1:35 a.m., "Last Call with Carson Daly" averaged a 1.2/5 in metered-market households with an encore and a 0.5/4 in adults 18-49 in the 25 markets with local people meters.



Wednesday Primetime Results:


* From 8-8:30 p.m. ET, > "> Whitney> "> averaged a 1.1/4 in 18-49 and 3.9 million viewers overall versus CBS> '> s > "> Survivor,> "> Fox's "X Factor," ABC> '> s > "> Charlie Brown Thanksgiving> "> and CW's "Arrow."


* From 8:30-9 p.m. ET, > "> Guys With Kids> "> (1.1/3 in 18-49, 3.5 million viewers overall) retained 100 percent of its 18-49 lead-in from "Whitney" and built on that lead-in by 11 percent in adults 18-34 (to a 1.0 rating from a 0.9).


* At 9 p.m. ET, "Law & Order: Special Victims Unit" (1.3/4 in adults 18-49, 5.2 million viewers overall) built on its lead-in by 18 percent in 18-49 rating and by 48 percent in total viewers. Despite holiday distractions, > "> SVU> "> topped NBC> '> s time-period average last season by 30 percent in 18-49 rating (with a 1.3 vs. a 1.0, L+SD non-sports) and by 7 percent in total viewers (5.194 million vs. 4.868 million).


* Keep in mind that last season, > "> Law & Order: SVU> "> originals added an average of 47 percent to these next-day > "> live plus same day> "> ratings in 18-49 when Nielsen reported > "> live plus seven day> "> results.


* At 10 p.m. ET, > "> Chicago Fire> "> (1.4/4 in adults 18-49, 5.4 million viewers overall) built on its lead-in by 8 percent in 18-49 rating and 5 percent in total viewers.

  • Nick

    You’d think the Macy’s parade would do better than a 6.6…

  • Jay


  • Derrick

    Coverage? What coverage? Showing featured musical cast performers on NBC’s parade performance stage and cutting back and forth to Al Roker interviewing different stars in the crowd but not showing actual footage of the parade, i.e. the marching bands, balloons, floats, etc. is not coverage. I saw more parade coverage on the halftime cutaways of the football games and on the evening news than on any of the networks, although CBS did marginally better. The networks always manage to at least cover the fronts of the floats and all the drill teams, riders, marching bands, etc. in New Year’s Tournament of Roses Parade so why the not even worthy of a toddler playing with a video camera coverage of the Macy’s Parade by the networks, especially NBC. Matt Lauer and crew you blew it!

  • Rairei

    Savannah Guthrie was exceptionally better than Meredith Viera, Katie Couric, and others have done in the past. She managed to attract attention towards the parade, and not towards herself. Katie and Meredith always created pointless banter between Matt, which ended with Matt ranting endlessly about irrelevance. Surprisingly, that was not the case this year.

  • julie

    The pure-bred dogs look GREAT but why are the human owners so FAT & UGLY! It’s making the pure-bred dogs look bad, don’t you think? They must be living their life through their pet’s beauty for their lack of beauty inside and out? Everyone that buys or breeds animals needs to watch this: http://www.youtube.com/watch?v=kp9L10A-

  • Joseph

    Wasn’t the NBC broadcast of the Macy’s Parade broadcast twice, once live from 9 A.M.-12 Noon EST (seen live on the West Coast 6-9 A.M. EST) and on tape from 2 to 5 P.M. EST (seen via tape on the West Coast from 11 A.M.-2 P.M. PST)??

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