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

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 has signed a new rights deal with NBCUniversal, for the Thanksgiving Day Parade and 4th of July Fireworks.