What: Macy's signs 10-year NBCUniversal deal expanding parade and fireworks broadcasts to streaming platforms, with viewership reaching record 31.7 million in 2024.

Why it is important: This expansion demonstrates how retailers can leverage iconic events into multi-platform content opportunities while building brand visibility.

Macy's has secured a 10-year broadcasting rights agreement with NBCUniversal for its Thanksgiving Day Parade and Fourth of July Fireworks events. The expanded partnership includes traditional broadcast, streaming rights on Peacock, and Spanish-language coverage on Telemundo, along with new content opportunities like a parade-eve special. The 2024 Thanksgiving parade reached a record 31.7 million viewers across NBC and Peacock, representing an 11% increase from 2023. As the retailer approaches its 99th parade and 50th fireworks celebration in 2026, this deal reflects Macy's strategy to grow content offerings and increase brand visibility through multi-platform distribution, adapting its iconic events for modern media consumption patterns.

IADS Notes: Macy's expansion of its broadcasting rights represents a significant evolution in retail brand building. This aligns with December 2024's findings about retailers seeking innovative ways to engage consumers beyond traditional channels. The growth in viewership to 31.7 million viewers and extension to streaming platforms reflects November 2024's analysis of retailers adapting to changing media consumption patterns.

Macy’s Inc. signed a new rights deal with NBCUniversal