Macy's, NBCUniversal expand parade, fireworks broadcast agreement

The Macy’s Thanksgiving Day Parade reached 31.7 million viewers on NBC and Peacock last year.

Macy’s Inc. signed a new rights deal with NBCUniversal for Macy’s Thanksgiving Day Parade and Macy’s 4th of July Fireworks on NBC, Peacock and Telemundo that marks a significant expansion to unlock new "content opportunities."

The new 10-year agreement includes broadcast and streaming rights to both celebrations, a Macy’s Parade-eve special, as well as a new special program, to be announced at a later date.

“Macy’s is excited to grow our broadcasting and streaming deal with NBCUniversal as the appetite for our content continues to grow,” said Sharon Otterman, chief marketing officer at Macy’s. “This is a significant expansion of our long-standing relationship that will increase the visibility of Macy’s and all our content offerings.”

In 2024, the 98th Macy’s Parade reached 31.7 million viewers on NBC and Peacock, an 11% increase from 2023, making it the most watched parade of all time, the #1 program in the holiday season and the largest entertainment special since 2020, according to the retailer. Macy’s Thanksgiving Day Parade has celebrated a national broadcast on NBC since 1953, and will celebrate its 100th march in 2026.

As the nation’s largest Independence Day pyrotechnic display, Macy’s 4th of July Fireworks draws viewers with a “dynamic collection of effects synced to a curated musical score presented alongside live performances.” The 48th celebration drew 7.6 million viewers on NBC and Peacock last year, marking three years of consistent growth. The Macy’s 4th of July Fireworks will mark its 50th anniversary in 2026.

“This extension of our partnership with Macy’s means we can continue to deliver the memorable live holiday entertainment millions of viewers have loved for decades,” said Jen Neal, executive VP of live events & specials at NBCUniversal Media Group. “Watching the Macy’s specials on NBC and Peacock has become such a cherished tradition for so many families, and we take that responsibility very seriously in making sure they have the absolute best experience every year.”

Headquartered in New York City, Macy’s operates approximately 720 stores under the Macy’s, Bloomingdales and Bluemercury banners.