People still love their big balloons, if the ratings for Thursday's "Macy's Thanksgiving Day Parade" are any indication.
NBC's coverage of the 90th morning parade through the streets of New York City drew its best early numbers in 13 years, according to Nielsen, and the best non-sports rating on ABC, CBS, Fox or NBC since the Oscars back in February.
Hosted by Matt Lauer, Savannah Guthrie and Al Roker of NBC's "Today," the three-hour airing averaged a 13.5 household rating/29 share in the 56 largest metered markets monitored by Nielsen. That was up 7 percent compared with last year. It's the highest network tally so far this season except the Nov. 13 edition of CBS' "60 Minutes," which interviewed President-elect Donald Trump.
In the 18 to 49 demographic, the Macy's parade was up 10 percent, to a 7.7 rating/33 share.
Entertainers at the parade included Tony Bennett, singer Ben Rector and The Muppets.
At noon, NBC scored its highest-ever ratings for the "National Dog Show," with a 6.4 rating/15 share in metered-market households and a 3.4 rating/13 share in adults aged 18-49.