Dolly Parton’s ‘Coat of Many Colors’ Lands Largest-Ever Delayed Viewing Gain for a Broadcast Movie

With three-day delayed viewing numbers in, NBC’s made-for-TV movie is now most-watched in 6 years

Dolly Parton‘s “Coat of Many Colors” was already a big hit “live” — and it’s now set a record for delayed viewing.

The NBC made-for-TV movie’s 2.548 million additional total viewers in three-day delayed viewing is the biggest lift ever for a broadcast movie. It originally scored 13 million total viewers, per Nielsen’s Live + Same Day ratings, so per L + 3 Day numbers, “Coat” has now eclipsed 15.5 million total audience member.

Now, “Coat of Many Colors” is the most-watched broadcast TV movie in more than six years.

“Coat” also rose 27 percent in the key 18-49 demographic, reaching a 2.34 from a 1.84. That is the highest rating for a broadcast movie in nearly five years — a span covering 158 entrants.

The aforementioned total eyeball record counts theatrical, made-for-TV and direct-to-video films and mini-series that aired in primetime on the Big 4 networks, excluding live musicals.