NBC Scores on Thanksgiving Day

STELLAR RESULTS ON TURKEY DAY

The 86th Annual Macy’s Thanksgiving Day Parade, hosted by The Today’s Show’s Matt Lauer, Savannah Guthrie and Al Roker, scored a hefty (and very dominant) 12.1 rating/26 share in the overnight Nielsen markets, which was almost identical to the 12.3/26 one year earlier. Comparably, that topped every telecast on every network in primetime over the past week. In the 25 markets with Local People Meters, the parade scored a 6.6/27 among adults 18-49 — up 10 percent from the 6.0/25 one year earlier. And this makes it the highest rated parade in the demo since the event began being tracked by NBC in the Local People Meters since 2007.

Immediately following the parade was NBC’s coverage of The National Dog Show Presented by Purina, which rose to its highest overnights in seven years with a 5.3/12 from 12-2 p.m. Comparably, this was 13 percent above the 4.7/11 one year earlier. Results among adults 18-49 in the Local People Meters (2.6/10) was up 24 percent from one year earlier, with its best performance in the demo since NBC began tracking the event in the Local People Meters since 2007.

Update (Thursday 11/29/2012 2:38 a.m. EST): Broadcast final national ratings on the forum.