Nielsen’s final L+Same Day stats are in and they show Macy’s Thanksgiving Day Parade averaged 22.3 million viewers on NBC, cementing its place as the most-watched entertainment telecast on the Big 4 broadcast nets this season, and just shy of last year’s 22.5 million viewers.
The parade topped the Live+SD total viewership of all primetime non-sports telecasts so far this season on ABC, CBS, NBC and Fox, out-delivering the September 21 season premiere of The Big Bang Theory, with 18.203 million viewers.
From 9 AM-noon, the 89th annual parade hosted by Matt Lauer, Savannah Guthrie and Al Roker of NBC’s Today averaged a 6.0/28 share in adults 18-49, vs last years 6.2 rating.
This all played out just days after the Paris attacks and amid fears of the possibility of a terrorist attack in the U.S. ISIS had threatened that they were going to hit Manhattan and had showed footage of Herald Square which is the focal point of the parade.
NBC Sports’ primetime coverage of Thanksgiving Night’s Bears-Packers NFL game averaged 27.8 million viewers, making it the second most watched game in the history of Sunday Night Football on NBC, behind only the a 2012 Cowboys-Redskins telecast (30.3 million), the network says.
From noon-2 PM Thanksgiving day, NBC’s coverage of The National Dog Show Presented by Purina averaged a 2.5 rating, 11 share in 18-49 and 10.100 million viewers overall, just shy of last year’s 2.6 rating and just below last year’s 10.294 million viewers.