NBCUniversal and Macy's Expand Their Long-Standing Partnership With New 10-Year Rights Deal

NBCUniversal and Macy’s have agreed to renew their partnership with a 10-year programming rights deal through 2034, continuing the success of Macy’s iconic live holiday specials on NBC, Peacock and Telemundo.

The new agreement includes “The Macy’s Thanksgiving Day Parade,” “Countdown to Macy’s Thanksgiving Day Parade” and “Macy’s 4^thof July Fireworks.” In addition, NBCUniversal and Macy’s will work together on a new program, which will be announced at a later date.

NBC has long been the television leader for live specials programming, especially during the holiday season, with the parade and “Christmas at Rockefeller Center,” where the tree lighting is another of the season’s most watched events. Peacock has extended that leadership to live streaming, delivering a seamless and reliable viewing experience to its users. Other specials aired live on NBC and Peacock include the annual People’s Choice Country Awards and the Feb. 16 “SNL50: The Anniversary Special,” which drew 21 million viewers and was the most-watched NBC primetime telecast over the past five years.

Conceived, designed and led by the talented team at Macy’s Studios, “The Macy’s Thanksgiving Day Parade” and “Macy’s 4th of July Fireworks” are the nation’s premier holiday celebrations – consistently breaking ratings records with significant year-over-year growth.

“The Macy’s Thanksgiving Day Parade” provides unmatched reach and unrivaled brand impact in English and Spanish.

• In 2024, “The Macy’s Thanksgiving Day Parade” was the #1 show of the holiday season and delivered its biggest audience on record with 31.7 million total viewers across NBC and Peacock – an 11% increase vs. 2023. The parade has been the most-watched entertainment show on linear for four consecutive years.
• “The Macy’s Thanksgiving Day Parade” in 2024 was the #1 Spanish language TV program in its timeslot on Telemundo for the third consecutive year allowing NBCUniversal and Telemundo to capture a more diverse audience.
• “The Macy’s Thanksgiving Day Parade” drove immediate action for advertisers, with NBC as the #1 network in driving incremental brand search on Thanksgiving Day.
• Viewers tuning in to the celebrated “Macy’s Thanksgiving Day Parade” on Telemundo were +97% more likely to search for brands advertised than viewers of competitive broadcast networks that day.
• The 2024 “Macy’s 4^th of July Fireworks” live special drew 7.6 million viewers across all platforms, marking a three-year ratings high.

In 2026, both NBC and Macy’s will celebrate milestones. The year will mark NBC’s 100^thanniversary, the 100^th march of the Macy’s Thanksgiving Day Parade and the 50^th anniversary of Macy’s 4^th of July Fireworks.