Let’s do the dog show first.
NBC’s coverage of The National Dog Show Presented by Purina was up 13 percent in the overnight household ratings this year, to a 5.3 in the metered-markets. This is the biggest overnight number for the annual dog show in seven years. Among adults 18-49, the show jumped 24 percent and is the highest-rated in six years. So no matter how you look at the numbers, NBC’s dog show earns a biscuit.
Ratings for the 86th annual Macy’s Thanksgiving Day Parade are more murky. The most commonly used measurement for morning specials like the parade – Nielsen’s household ratings, which tend to correlate with total viewership – gave the parade a 12.1 rating, down 2 percent from last year. In 18-49 demo, however, the parade was up 10 percent, making this the highest-rated parade in the six years NBC has tracked it using this form of measurement. There’s been some stories lately speculating darkly about Matt Lauer’s future on Today, and bashing his coverage of the parade. But these numbers, at least, shouldn’t give his critics any ammo.
Top markets for the parade telecast, hosted by Lauer, Savannah Guthrie and Al Roker, were: West Palm Beach, Providence-New Bedford, Richmond, Knoxville and Buffalo. New York was ranked the 13th market.