Macy's signed a new 10-year broadcasting rights deal with a popular network for its Thanksgiving Day parade special.

NBCUniversal and Macy’s have agreed to renew their partnership with a 10-year programming rights deal through 2034, ...

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The long-term deal also includes the 4th of July fireworks concert special, and a new event to be announced at a later date.

Macy's said last year's parade reached 31.7 million viewers on NBC and Peacock, an 11 percent increase from 2023.

Parade and the Macy’s 4th of July Fireworks will continue airing on NBC, Peacock & Telemundo for ten more years.