NBC’s annual Macy’s Thanksgiving Day Parade broadcast drew 22.1 million total viewers on Thursday.
That’s down from last year’s audience of 23.7 million, a decline of just under 7%, according to Nielsen.
Among adults 18-49, the parade drew a 5.49 rating, making it the highest-rated entertainment program since the Oscars back in February. Year-over-year, the parade is down 8% in the demo, with the 2018 parade scoring a 5.98 rating.
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As it did last year, the 2019 “Macy’s Thanksgiving Day Parade” broadcast came in as the third most-watched entertainment program of 2019 so far, behind only the Oscars and the post-Super Bowl episode of CBS’s “World’s Best.” (In 2018, the #2 program was the post-Super Bowl episode of “This Is Us.”)
The parade once again topped the Grammys in total viewers (22.1 million vs. 20.0 million), but failed to out-rate Music’s Biggest Night in the key 18-49 demo, a feat the parade pulled off for the first time ever in 2018.
Following the parade, NBC’s telecast of “The National Dog Show” drew 11.4 million total viewers, marking a 2% growth over last year’s 11.2 million. The dog show also came in up 4% in the demo, with a 2.80 rating vs. last year’s 2.70.