In a significant move to enhance its broadcasting and content offerings, Macy’s Inc. has announced the signing of a new 10-year rights deal with NBCUniversal. This agreement marks an expansion of the long-standing relationship between the two companies, focusing on the iconic Macy’s Thanksgiving Day Parade® and the Macy’s 4th of July Fireworks®. The deal encompasses broadcast and streaming rights across NBC, Peacock, and Telemundo, promising exciting new content opportunities that will further elevate Macy’s brand presence.

1. Expanding a Cultural Legacy

The new agreement goes beyond merely airing two beloved holiday events. It includes the rights to a special program that is yet to be announced, as well as a Macy’s Parade-eve special. This expansion aims to unlock a wealth of content opportunities, continuing the exponential growth that Macy’s has experienced in recent years.

Macy’s has established itself as a leader in creating unforgettable cultural moments, and this partnership will enhance its ability to showcase artistry, craftsmanship, and world-renowned performers. With a proven track record, the company aims to keep providing must-see musical performances that resonate with audiences both nationally and globally.

2. Record-Breaking Viewership

Macy’s Thanksgiving Day Parade, which celebrates its 99th iteration this year, has become a hallmark of American holiday traditions. The parade attracts millions of viewers annually, with the 2024 event drawing a record 31.7 million viewers on NBC and Peacock—an 11% increase from the previous year. This milestone not only makes it the most-watched parade of all time but also positions it as the #1 program of the holiday season and the largest entertainment special since 2020. Macy’s Thanksgiving Day Parade has been broadcast on NBC since 1953, setting the stage for its upcoming 100th celebration in 2026.

Similarly, the Macy’s 4th of July Fireworks show has captivated audiences nationwide. Celebrating its 48th year in 2024, the event attracted 7.6 million viewers, marking three years of consistent growth. The fireworks display is recognized as the nation’s largest Independence Day pyrotechnic show and will celebrate its 50th anniversary in 2026.

3. Strengthening Brand Visibility

Sharon Otterman, Macy’s Chief Marketing Officer, expressed enthusiasm about the partnership, stating, “Macy’s is excited to grow our broadcasting and streaming deal with NBCUniversal as the appetite for our content continues to grow. This is a significant expansion of our long-standing relationship that will increase the visibility of Macy’s and all our content offerings.”

On the other hand, Jen Neal, Executive Vice President of Live Events & Specials at NBCUniversal Media Group, emphasized the importance of continuing this partnership, noting, “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.”

4. Conclusion

As Macy’s looks ahead to the future, the expanded partnership with NBCUniversal promises to enhance its brand visibility and engage a wider audience. With both the Thanksgiving Day Parade and the 4th of July Fireworks set to reach milestone anniversaries in the coming years, the collaboration is poised to deliver memorable entertainment experiences that celebrate American culture and tradition. Through this strategic move, Macy’s not only strengthens its footprint in the entertainment landscape but also reaffirms its commitment to providing unforgettable experiences for millions of families across the nation.

Original press release