MACY's THANKSGIVING DAY PARADE Tops Every Non-Sports Telecast

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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