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[11/28/14 - 09:46 AM]
The 2014 "Macy's Thanksgiving Day Parade," Hosted by Matt Lauer, Savannah Guthrie and Al Roker of NBC's "Today," Retains 90% of Last Year's Record 25.2 million Viewers
NBC further spins the numbers for Thursday, November 27.

[via press release from NBC]

Thursday Metered-Market Results:

· NBC's 9 a.m.-noon ET coverage of the 88th annual "Macy's Thanksgiving Day Parade" averaged a 6.2 rating in adults 18-49 and 22.6 million viewers overall, making it the second most-watched "Macy's" parade in the last 13 years, according to "fast national" "live plus same day" figures from Nielsen Media Research.

· The 2014 "Macy's Thanksgiving Day Parade," hosted by Matt Lauer, Savannah Guthrie and Al Roker of NBC's "Today," retained 90% of last year's record 25.2 million viewers, which was the event's biggest average audience in People Meter history (since 1987). The 22.6 million makes it the #2 "Macy's Thanksgiving Day Parade" in total viewers since the 2001 coverage averaged 23.1 million. In adults 18-49, the 6.2 rating retains 94% of last year's 6.6, which was the parade's highest since 2004 (6.7).

· Both the 6.2 rating and the 22.6 million average viewership top every primetime non-sports telecast on the Big 4 networks so far during the 2014-15 television season.

· From noon-2 p.m. ET that day, NBC's coverage of "The National Dog Show Presented by Purina" delivered a 2.6 rating in adults 18-49, maintaining 100% of last year's result and equaling the event's highest in 11 years (since a 2.8 in 2003). The 2.6 also equals the second-best "National Dog Show" rating in the event's 13 years on NBC.

· In total viewers, "The National Dog Show Presented by Purina," hosted by John O'Hurley and featuring the commentary of expert analyst David Frei, averaged 10.3 million viewers, to retain 97% of last year's record 10.7 million, and making this the second-most-watched "National Dog Show" in its 13 years as a Thanksgiving Day tradition on NBC.

Thursday Primetime Results:

Regarding this morning's Nielsens, note that the fast-national ratings that came in at 11 a.m. ET/8 a.m. PT are not time zone-adjusted and typically understate live NFL telecasts. Despite that, NBC is currently #1 for the night among ABC, CBS, NBC and Fox in adults 18-49, total viewers and all other key measures in the fast-affiliate ratings.

· In metered-market results, which accurately reflect time-zone adjustments, last night's Seattle Seahawks-San Francisco 49ers game averaged a 12.5 rating, 25 share from 8:30-11:15 p.m. ET in household results from the 56 markets metered by Nielsen Media Research (the Boston market is currently excluded) to easily win the night in the metered markets.

· The 12.5 in metered-market households is the best-ever rating for Thanksgiving primetime game.

· The Seahawks' 19-3 win over the 49ers on NBC last night grew +6% versus from last year's 2-point Ravens win over the Steelers on Thanksgiving night (11.8/24).

· Top local ratings for the Seahawks-49ers game on NBC were: Seattle, 35.5/74; Sacramento, 26.4/56; Portland, 19.8/44; San Francisco, 18.8/49; Las Vegas, 18.4/36; Phoenix, 17.9/35; Richmond, 17.5/32; Baltimore, 16.9/31; San Diego, 16.6/38; and Denver, 15.6/33.

In Late-Night Metered Markets Thursday night:

· In Nielsen's 56 metered markets, household results were: "The Tonight Show Starring Jimmy Fallon," 3.3/10 (delayed by an NFL overrun); CBS's "Late Show with David Letterman," 2.0/5 with an encore; and ABC's "Jimmy Kimmel Live," 1.8/4 with an encore.

· In the 25 markets with Local People Meters, adult 18-49 results were: "The Tonight Show Starring Jimmy Fallon," 1.6/8 (delayed by an NFL overrun); "Late Show," 0.4/2 with an encore; "Jimmy Kimmel Live," 0.6/3 with an encore.

· From 12:35-1:05 a.m. ET, ABC's "Nightline" averaged a 1.0/3 in metered-market households and a 0.3/2 in 18-49 in the Local People Meters.

· At 12:35 a.m., "Late Night with Seth Meyers" (1.8/6 in metered-market households, delayed by an NFL overrun) beat CBS's "Late Late Show with Craig Ferguson" (1.0/3 with an encore). In the 25 markets with Local People Meters, "Late Night" (0.9/6 in 18-49) topped "Late Late Show" (0.3/3 with an encore).

· At 1:35 a.m., "Last Call with Carson Daly" averaged a 1.1/5 in metered-market households with an encore delayed by an NFL overrun, and a 0.6/5 in adults 18-49 in the 25 markets with local people meters.

Wednesday Primetime Results:

· From 9-11 p.m. ET, "Saturday Night Live Thanksgiving" (1.1/4 in 18-49, 4.0 million viewers overall) ranked #2 or tied for #2 among the Big 4 in the time period in every key measure - adults, men and women 18-34, 18-49 and 25-54, plus total viewers.

· From 8-9 p.m., "The Making of Peter Pan Live!" averaged a 0.6/2 in 18-49 and 3.0 million viewers overall from 8-9 p.m. ET.

In Late-Night Metered Markets Wednesday night:

· In Nielsen's 56 metered markets, household results were: "The Tonight Show Starring Jimmy Fallon," 3.0/7; CBS's "Late Show with David Letterman," 2.1/5; and ABC's "Jimmy Kimmel Live," 2.0/5.

· In the 25 markets with Local People Meters, adult 18-49 results were: "The Tonight Show Starring Jimmy Fallon," 1.3/5; "Late Show," 0.5/2; and "Jimmy Kimmel Live," 0.6/2.

· From 12:35-1:05 a.m. ET, ABC's "Nightline" averaged a 1.4/4 in metered-market households and a 0.3/2 in 18-49 in the Local People Meters.

· From 12:35-1:35 a.m. ET, "Late Night with Seth Meyers" (1.5/5 in metered-market households) beat CBS's "Late Late Show with Craig Ferguson" (1.2/4). In the 25 markets with Local People Meters, "Late Night" (0.6/4 in 18-49) topped "Late Late Show" (0.3/2).

· At 1:35 a.m., "Last Call with Carson Daly" averaged a 0.9/3 in metered-market households with an encore and a 0.4/3 in adults 18-49 in the 25 markets with local people meters.

NOTE: All ratings are "live plus same day" from Nielsen Media Research unless otherwise indicated.





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