Macy’s Signs a New 10-Year Rights Deal With NBCUniversal Expanding a Long-Standing Relationship
Macy's has signed a new 10-year rights deal with NBCUniversal for the Macy's Thanksgiving Day Parade and Macy's 4th of July Fireworks, significantly expanding their long-standing relationship. The agreement includes broadcast and streaming rights on NBC, Peacock, and Telemundo, plus a Parade-eve special and a new program to be announced later.
This partnership aims to unlock content opportunities and continue the exponential growth Macy's has experienced recently. The 2024 Macy's Parade reached 31.7 million viewers on NBC and Peacock, an 11% increase from 2023, making it the most-watched Parade ever and the #1 program of the holiday season. Meanwhile, the 48th Macy's 4th of July Fireworks drew 7.6 million viewers in 2024, marking three consecutive years of growth.
Both iconic celebrations will mark significant milestones in 2026, with the Thanksgiving Day Parade celebrating its 100th march and the 4th of July Fireworks reaching its 50th anniversary.
Macy's ha firmato un nuovo accordo di diritti della durata di 10 anni con NBCUniversal per il Macy's Thanksgiving Day Parade e i Macy's 4th of July Fireworks, espandendo significativamente la loro lunga relazione. L'accordo include diritti di trasmissione e streaming su NBC, Peacock e Telemundo, oltre a uno speciale la vigilia della parata e un nuovo programma che sarà annunciato in seguito.
Questa partnership mira a sbloccare opportunità di contenuto e a continuare la crescita esponenziale che Macy's ha sperimentato di recente. La Parata del 2024 di Macy's ha raggiunto 31,7 milioni di spettatori su NBC e Peacock, un aumento dell'11% rispetto al 2023, rendendola la Parata più vista di sempre e il programma numero 1 della stagione festiva. Nel frattempo, i Macy's 4th of July Fireworks del 2024 hanno attirato 7,6 milioni di spettatori, segnando tre anni consecutivi di crescita.
Entrambe le celebrazioni iconiche segneranno traguardi significativi nel 2026, con la Parata del Giorno del Ringraziamento che celebrerà la sua 100ª edizione e i Fuochi d'Artificio del 4 luglio che raggiungeranno il loro 50° anniversario.
Macy's ha firmado un nuevo acuerdo de derechos por 10 años con NBCUniversal para el Macy's Thanksgiving Day Parade y los Macy's 4th of July Fireworks, ampliando significativamente su relación de larga data. El acuerdo incluye derechos de transmisión y streaming en NBC, Peacock y Telemundo, además de un especial la noche anterior al desfile y un nuevo programa que se anunciará más adelante.
Esta asociación tiene como objetivo desbloquear oportunidades de contenido y continuar el crecimiento exponencial que Macy's ha experimentado recientemente. El Desfile de Macy's de 2024 alcanzó 31.7 millones de espectadores en NBC y Peacock, un aumento del 11% respecto a 2023, convirtiéndose en el desfile más visto de la historia y el programa número 1 de la temporada navideña. Mientras tanto, los Macy's 4th of July Fireworks de 2024 atrajeron a 7.6 millones de espectadores, marcando tres años consecutivos de crecimiento.
Ambas celebraciones icónicas marcarán hitos significativos en 2026, con el Desfile del Día de Acción de Gracias celebrando su 100ª edición y los Fuegos Artificiales del 4 de julio alcanzando su 50º aniversario.
메이시스는 NBC유니버설과 10년간의 권리 계약을 체결하여 메이시스 추수감사절 퍼레이드와 메이시스 7월 4일 불꽃놀이의 오랜 관계를 크게 확장했습니다. 이 계약에는 NBC, Peacock 및 Telemundo에서의 방송 및 스트리밍 권리가 포함되며, 퍼레이드 전날 특별 프로그램과 나중에 발표될 새로운 프로그램도 포함됩니다.
이 파트너십은 콘텐츠 기회를 열고 메이시스가 최근 경험한 기하급수적인 성장을 지속하는 것을 목표로 하고 있습니다. 2024년 메이시스 퍼레이드는 NBC와 Peacock에서 3,170만 명의 시청자를 기록했으며, 이는 2023년 대비 11% 증가한 수치로, 역대 가장 많은 시청자를 기록한 퍼레이드이자 휴가 시즌의 1위 프로그램이 되었습니다. 한편, 2024년 메이시스 7월 4일 불꽃놀이는 760만 명의 시청자를 끌어모으며 3년 연속 성장을 기록했습니다.
두 상징적인 축제는 2026년에 중요한 이정표를 세울 예정이며, 추수감사절 퍼레이드는 100회째를 기념하고 7월 4일 불꽃놀이는 50주년을 맞이합니다.
Macy's a signé un nouvel accord de droits de 10 ans avec NBCUniversal pour le Macy's Thanksgiving Day Parade et les Macy's 4th of July Fireworks, élargissant considérablement leur relation de longue date. L'accord comprend des droits de diffusion et de streaming sur NBC, Peacock et Telemundo, ainsi qu'un spécial la veille de la parade et un nouveau programme qui sera annoncé ultérieurement.
Ce partenariat vise à débloquer des opportunités de contenu et à poursuivre la croissance exponentielle que Macy's a connue récemment. La parade de Macy's 2024 a atteint 31,7 millions de téléspectateurs sur NBC et Peacock, soit une augmentation de 11 % par rapport à 2023, en faisant la parade la plus regardée de tous les temps et le programme numéro 1 de la saison des fêtes. Pendant ce temps, les Macy's 4th of July Fireworks de 2024 ont attiré 7,6 millions de téléspectateurs, marquant trois années consécutives de croissance.
Les deux célébrations emblématiques marqueront des jalons importants en 2026, avec la parade du jour de Thanksgiving célébrant son 100e anniversaire et les feux d'artifice du 4 juillet atteignant leur 50e anniversaire.
Macy's hat einen neuen 10-Jahres-Rechtsvertrag mit NBCUniversal für die Macy's Thanksgiving Day Parade und die Macy's 4th of July Fireworks unterzeichnet, wodurch ihre langjährige Beziehung erheblich erweitert wird. Die Vereinbarung umfasst Übertragungs- und Streamingrechte auf NBC, Peacock und Telemundo sowie ein Spezial am Vorabend der Parade und ein neues Programm, das später angekündigt wird.
Diese Partnerschaft zielt darauf ab, Inhaltsmöglichkeiten zu erschließen und das exponentielle Wachstum fortzusetzen, das Macy's in letzter Zeit erlebt hat. Die Macy's Parade 2024 erreichte 31,7 Millionen Zuschauer auf NBC und Peacock, was einem Anstieg von 11 % im Vergleich zu 2023 entspricht und sie zur meistgesehenen Parade aller Zeiten und zur Nummer 1 der Feiertagsprogramme machte. In der Zwischenzeit zog das Macy's 4th of July Fireworks 2024 7,6 Millionen Zuschauer an und verzeichnete damit drei aufeinanderfolgende Jahre des Wachstums.
Beide ikonischen Feierlichkeiten werden 2026 bedeutende Meilensteine markieren, wobei die Thanksgiving Day Parade ihr 100. Jubiläum feiert und das 4. Juli Feuerwerk sein 50. Jubiläum erreicht.
- New 10-year rights deal expands content opportunities
- Macy's Parade reached record 31.7 million viewers in 2024 (11% increase)
- Parade was #1 program in holiday season
- 4th of July Fireworks drew 7.6 million viewers in 2024
- Fireworks show has seen three consecutive years of growth
- None.
Insights
Macy's 10-Year NBCUniversal Deal: Strategic Content Play Amid Retail Transformation
Macy's new decade-long rights agreement with NBCUniversal represents a significant strategic maneuver that extends far beyond simple broadcast rights. This deal—covering the Thanksgiving Day Parade (which drew a record
The expansion to include streaming rights across NBC, Peacock, and Telemundo critically addresses Macy's demographic challenges by extending reach to younger, diverse, and cord-cutting audiences—precisely the demographics where the department store has struggled to maintain relevance. By securing rights through 2034, Macy's locks in massive seasonal visibility that coincides with critical shopping periods, creating valuable marketing opportunities without the direct advertising costs.
What makes this deal particularly shrewd is its timing ahead of the 2026 milestone anniversaries (100th Parade, 50th Fireworks), which will likely generate extraordinary viewership and sponsorship opportunities. The additional content development components—including a Parade-eve special and another unannounced program—suggest Macy's is evolving from event producer to media content developer, potentially opening entirely new revenue streams through licensing, sponsorships, and merchandise tie-ins.
This agreement aligns with CEO Tony Spring's transformation strategy that emphasizes brand relevance beyond traditional retail channels. While Macy's continues facing fundamental challenges in its core business, this deal represents an intelligent leveraging of the company's most valuable intangible assets—its cultural events—to maintain national relevance while creating new monetization opportunities that don't rely solely on store traffic or merchandise margins.
The absence of disclosed financial terms makes direct ROI assessment difficult, but the consistent viewership growth (three straight years for July 4th) suggests these properties have increasing rather than diminishing value in a fragmented media landscape. For investors, this represents a thoughtful brand extension that could yield disproportionate returns compared to traditional retail investments, particularly if Macy's can effectively convert viewership into commerce through integrated digital experiences.
Agreement unlocks opportunities for content development, show-stopping entertainment and headlining talent for Macy’s, building on the tradition of Macy’s Thanksgiving Day Parade® and Macy’s 4th of July Fireworks®
With a proven track record of creating unforgettable cultural moments, Macy’s produces these spectacular events and brings artistry, craftsmanship and world-renowned artists to the mainstage with must-see musical performances. This expanded relationship will prioritize the best in entertainment, continuing to build and resonate with audiences worldwide.
Conceived, designed and led by the talented team at Macy’s Studios, Macy’s Thanksgiving Day Parade and Macy’s 4th of July Fireworks represent the nation’s premier celebrations, breaking ratings records, creating the most viewed and growing entertainment program of the year with the Macy’s Parade.
“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, Macy’s Chief Marketing Officer. “This is a significant expansion of our long-standing relationship that will increase the visibility of Macy’s and all our content offerings.”
“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 Vice President of Live Events & Specials, 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.”
Macy’s Thanksgiving Day Parade celebrates its 99th Parade this year, a rich tradition of joy, celebration and experience, featuring a world-class lineup of iconic character balloons, fantastical floats, music’s biggest talents and the one-and-only Santa Claus.
In 2024, the 98th Macy’s Parade reached 31.7 million viewers on NBC and Peacock, an
As the nation’s largest Independence Day pyrotechnic display, Macy’s 4th of July Fireworks has entertained live spectators and viewers across the nation with a one-of-a-kind show, featuring 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 in 2024, marking three years of consistent growth. The Macy’s 4th of July Fireworks will mark its 50th anniversary in 2026.
About Macy’s
Macy’s, the largest retail brand of Macy’s, Inc. (NYSE: M), serves as the style source for generations of customers. With one of the nation’s largest e-commerce platforms powered by macys.com and mobile app, paired with a nationwide network of stores, Macy’s delivers the most convenient and seamless shopping experience, offering great values in apparel, home, beauty, accessories and more. Macy’s gives customers even more ways to shop and own their style through an off-price assortment at Macy’s Backstage and at our highly curated Macy’s small format stores. Each year, Macy’s provides millions with unforgettable experiences through Macy’s 4th of July Fireworks® and Macy’s Thanksgiving Day Parade® and helps our customers celebrate special moments, big and small. We’re guided by our social purpose—to create a brighter future that empowers more voice, choice and ownership for our colleagues, customers, communities and leaders of tomorrow.
View source version on businesswire.com: https://www.businesswire.com/news/home/20250225337037/en/
MEDIA CONTACTS:
Macy’s External Communications, communications@macys.com
Macy’s Investors, investors@macys.com
Source: Macy’s
FAQ
What does Macy's new 10-year deal with NBCUniversal include?
How many viewers did the 2024 Macy's Thanksgiving Day Parade attract?
When will Macy's Thanksgiving Day Parade celebrate its 100th anniversary?
How has viewership for Macy's 4th of July Fireworks changed in recent years?
How long has Macy's Thanksgiving Day Parade been broadcast on NBC?
What milestone will Macy's 4th of July Fireworks reach in 2026?
