NBC Expands Partnership With Macy’s For Thanksgiving Parade, 4th of July Fireworks; 10-Year Rights Deal To Include New Program​on February 25, 2025 at 11:55 am

NBCUniversal is extending its partnership with Macy’s via a 10-year programming rights deal.

The agreement includes The Macy’s Thanksgiving Day Parade, Countdown to Macy’s Thanksgiving Day Parade and Macy’s 4^thof July Fireworks, as well as a new program that NBCUniversal says it will give details on at a later date.

“This extension of our partnership with Macy’s means we can continue to deliver the memorable live holiday entertainment millions of viewers have loved for decades,” Jen Neal, Executive Vice President of Live Events & Specials, NBCUniversal Media Group, said in a statement. “Watching the Macy’s specials on NBC and Peacock has become such a cherished tradition for so many families, and we take that responsibility very seriously in making sure they have the absolute best experience every year.”

The new deal comes after a great year for the companies’ current programs. The Macy’s Thanksgiving Day Parade drew its biggest audience on record with 31.7M people tuning in across NBC and Peacock, up 11% over 2023. The event was also the top Spanish-language TV program in its timeslot on Telemundo for the third consecutive year.

Per NBCU, that audience had an immediate impact for advertisers, with NBC ranking as the top network in driving incremental brand search on Thanksgiving Day. The company says that Telemundo viewers were 97% more likely to search for brands advertised than viewers of competitive broadcast networks that day.

The Macy’s 4^th of July Fireworks also did well, raking in a three-year high of 7.6M viewers across all platforms.

“Macy’s is excited to grow our partnership with NBCUniversal as the appetite for our content continues to grow,” Sharon Otterman, Macy’s chief marketing officer, said in a statement. “This is a significant expansion of our long-standing relationship that will increase the visibility of Macy’s and all our content offerings.”