Thursday Metered-Market Results: From 9 a.m.-noon, the 84th annual MACY’S THANKSGIVING DAY PARADE is up 2 percent versus the event’s year-ago local-market average, scoring a 12.8 rating, 27 share in households in the 56 local markets metered by Nielsen Media Research.
That makes this the top-rated Macy’s parade in the local markets since 2004.
The year-ago “overnight” average was a 12.5/27. In the 25 markets with Local People Meters, the parade averaged a 6.2/25 in adults 18-49, up 2 percent versus last year’s 6.1 and the highest in the four years NBC has tracked the event in the Local People Meters.
Note that current metered-market averages are based on Nielsen “live plus same day” data while ratings for earlier years were drawn from “live only” results.
Top markets for the parade, which was hosted by Meredith Vieira, Matt Lauer and Al Roker of NBC’s “Today,” were:
Providence-New Bedford, 22.1/41;
West Palm Beach, 21.3/38;
New York, 18.9/40;
Fort Myers-Naples, 17.4/34;
NOTE: All ratings are “live plus same day” from Nielsen Media Research unless otherwise indicated.