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[11/29/13 - 08:47 AM]
NBC's Coverage of "Macy's Thanksgiving Day Parade" Marched to an 11-Year High in Metered-Market Households, Its Highest Rating Since 2002
NBC spins the numbers for Wednesday, November 27 and Thursday, November 28.

[via press release from NBC]

Thursday Primetime Results:

Note that the fast-affiliate Nielsens 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 are time zone-adjusted, NBC Sports' coverage of last night's Pittsburgh Steelers-Baltimore Ravens game averaged an 11.8 rating, 24 share in metered-market households from 8:30-11:45 p.m. ET, up 3% versus the year-ago 11.5/23 and the #1 primetime rating of the night.

· NBC's Steelers-Ravens overnight increased every half hour from 9:30 p.m. on, peaking at a 14.0/30 from 11:30-11:45/

· Top local markets were: Pittsburgh, 38.3 Rating, 63 share; Baltimore, 37.8/64; Dayton, 17.9/31; Buffalo, 17.1/31; Richmond, 16.6/29.

Thursday Metered-Market Results:

· NBC's coverage of "Macy's Thanksgiving Day Parade" marched to an 11-year high in metered-market households, its highest rating in the local markets since 2002, and the "The National Dog Show Presented by Purina" walked off with its top overnights in nine years, since 2004.

· From 9 a.m.-noon, the 87th annual "Macy's Thanksgiving Day Parade," hosted by Matt Lauer, Savannah Guthrie and Al Roker of NBC's "Today," averaged a 13.5 rating, 28 share in households in the 56 local markets metered by Nielsen Media Research. It's an 11% gain versus last year's 12.2/26, giving yesterday's coverage the event's highest overnights since 2002 (15.0). In the 25 markets with Local People Meters, the parade averaged a 7.2/30 in adults 18-49, up 9% versus last year's 6.6/27, best for the event in the Local People Meters since 2003 (10.1, when only the New York market was measured in the LPMs).

· From noon-2 p.m., NBC's coverage of "The National Dog Show Presented by Purina" (6.0/14 in metered-market households) romped 13 percent ahead of last year's 5.3/12 and 28% ahead of its 4.7/11 of two years ago, to take home the event's top numbers in metered-market households since 2004.

· In the Local People Meters, "The National Dog Show Presented by Purina," hosted by John O'Hurley and featuring the commentary of expert analyst David Frei, jumped by 12 percent, to a 2.9/11 from last year's 2.6/10, and by 38% versus its 2.1/8 of two years ago, making this the highest rated "National Dog Show" in the 12 years NBC has televised the event on Thanksgiving Day.

In Late-Night Metered Markets Thursday night:

· In Nielsen's 56 metered markets, household results were: "The Tonight Show with Jay Leno," 3.1/10 (delayed by an NFL overrun, subject to adjustment); CBS's "Late Show with David Letterman," 2.3/6 with an encore; and ABC's "Jimmy Kimmel Live," 1.6/4 with an encore.

· In the 25 markets with Local People Meters, adult 18-49 results were: "The Tonight Show with Jay Leno," 1.4/8 (delayed by an NFL overrun, subject to adjustment); "Late Show," 0.6/3 with an encore; "Jimmy Kimmel Live," 0.5/2 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 Jimmy Fallon" (1.9/7 in metered-market households, delayed by an NFL overrun, subject to adjustment) beat CBS's "Late Late Show with Craig Ferguson" (1.4/4 with an encore). In the 25 markets with Local People Meters, "Late Night" (0.9/6 in 18-49) topped "Late Late Show" (0.3/2 with an encore).

· At 1:35 a.m., "Last Call with Carson Daly" averaged a 1.0/5 in metered-market households with an encore delayed by an NFL overrun (subject to adjustment), and a 0.5/4 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" (1.6/5 in 18-49, 4.9 million viewers overall) scored NBC's highest adult 18-49 rating in the time period in eight weeks (since Oct. 2). The "SNL" special ranked #2 in the time period among ABC, CBS, NBC and Fox in adults 18-49, adults 25-54 and total viewers and tied for #1 among those networks in adults 18-34 and men 18-34. From its first half-hour to its fourth, "Saturday Night Live Thanksgiving" grew by 13% in adults 18-49 (to a 1.7 rating from a 1.5) and 19% in women 18-49 (1.9 vs. 1.6).

· From 8-9 p.m., "The Making of The Sound of Music Live!" (1.0/3 in 18-49, 4.9 million viewers overall from 8-9 p.m. ET) ranked #2 in the time period among ABC, CBS, NBC and Fox in total viewers. The NBC Special held steady or grew from half-hour to half-hour in every key demographic. "The Making of The Sound of Music Live!" improved by 9% on NBC's time-period average in the slot last season in total viewers (4.916 million vs. 4.509 million).

In Late-Night Metered Markets Wednesday night:

· In Nielsen's 56 metered markets, household results were: "The Tonight Show with Jay Leno," 2.8/7; CBS's "Late Show with David Letterman," 2.7/7; and ABC's "Jimmy Kimmel Live," 1.9/5.

· In the 25 markets with Local People Meters, adult 18-49 results were: "The Tonight Show with Jay Leno," 0.8/4; "Late Show," 0.7/3; and "Jimmy Kimmel Live," 0.7/3.

· From 12:35-1:05 a.m. ET, ABC's "Nightline" averaged a 1.2/4 in metered-market households and a 0.4/2 in 18-49 in the Local People Meters.

· At 12:35 a.m., "Late Night with Jimmy Fallon" (1.6/5 in metered-market households) beat CBS's "Late Late Show with Craig Ferguson" (1.4/4 with an encore). In the 25 markets with Local People Meters, "Late Night" (0.6/3 in 18-49) topped "Late Late Show" (0.5/3 with an encore).

· At 1:35 a.m., "Last Call with Carson Daly" averaged a 0.8/3 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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