NBC’s coverage of “The 90th Macy’s Thanksgiving Day Parade” on Thursday set a 13-year high in adult 18-49 rating in Nielsen’s 25 markets with local people meters, with the No. 1 non-sports rating on ABC, CBS, NBC or Fox since the Oscars in February. It averaged a 13.5 rating/29 share in households, based on the 56-metered markets, and a 7.3 rating/33 share in adults 18-49, based on the 25 markets with local people meters. Comparably, this is an increase of 7 percent in households and 10 percent in the demo, respectively, from one year earlier. And “The 90th Macy’s Thanksgiving Day Parade” matched its highest rating since 2003 and scored the second highest rating for any non-sports telecast on the broadcast networks so far this season.
At noon, “The National Dog Show Presented by Purina,” hosted by John O’Hurley, scored its highest household rating in the overnights in 13 years and best-ever in adults 18-49 in the 14 years NBC has been tracking the event by that measure. It averaged a 6.4/15 in households and a 3.4/13 in the demo,
National ratings for the parade and dog show, including viewer totals, are due from Nielsen on Wednesday.