Steelers Blowout Win Sees NFL Thanksgiving Game Ratings Fall From 2015; Macy’s Parade Steady For NBC – Update

Dominic Patten
Deadline

UPDATE, 12:50 PM: Last night’s Pittsburgh Steelers’ 28-7 victory over the Indianapolis Colts averaged 21.0 million viewers on NBC and NBC Sports Digital, down from last year’s 27.8 million for the Bears-Packers Thanksgiving nailbiter, according to updated stats from NBC and Nielsen. Viewership peaked for last night’s game at 23.0 million from 9:15-9:30 PM ET.

PREVIOUS, 10:13 AM: As most Americans relaxed after their Thanksgiving feast last night, the Pittsburgh Steelers walloped the Indianapolis Colts 28-7 in Indiana – and NBC and the NFL felt the hurt with a 10.8/22 ratings in metered markets

On a night that saw The Wonderful World of Disney: Magical Holiday Celebration (1.9) on ABC and comedies on CBS, the annual holiday gridiron match-up on the Comcast-owned net took a 26% hit. As is usually the case, the blowout probably caused many viewers to switch off or look for something to binge in a season that has seen the NFL suffering regular ratings declines. Add to that, the fact that last year’s Chicago Bears very close win over Green Bay Packers game was the best metered-market rating for an NFL Thanksgiving primetime game since 2006.

It’s a bit turkey to apples, but compared to last week’s Thursday Night Football debut on NBC and NFL Network, last night’s Steelers win was up 17% in MM results. That Carolina Panthers’ 23-20 win over the New Orleans Saints went on to draw 13.3 million viewers. Last year’s Thanksgiving game ended up scoring a very strong 27.8 million viewers to become the second-most-watched primetime game ever on NBC.

The bigger NFL Thanksgiving winner was Fox with the season high 35.1 million viewers its afternoon Dallas Cowboys 31-26 victory over the Washington Redskins snagged. With two nationally well-followed teams playing and some real drama in the score, yesterday’s game was the most watched Fox has had this season so far.

And there was some ratings news for NBC to be thankful for this year.

2016 Macy's Thanksgiving Day Parade
2016 Macy's Thanksgiving Day Parade

The 2016 Macy’s Thanksgiving Day Parade can strut a bit down the street after snaring a 13.5/29 metered market result. Hosted by the Today team of Matt Lauer, Savannah Guthrie and Al Roker, the NYC float and balloon fest bopped up 7% over 2015. That’s a match with the 2013 MM results to tie the best the Parade has done on the net since the 13.6 rating of 2003.

Drill down a little deeper and there’s more holiday joy for NBC.

Yesterday’s parade had a 7.7/33 rating among adults 18-49 in the 25 local people meters to a 13-year high. And there’s a bit of a caveat to that as it was only in 2003 that NBC started noting the LPM demo results.

After that, the noon- 2 PM The National Dog Show Presented by Purina hit a 13-year high of its own with a 6.4/15 MM result. That’s a howling rise of 10% over the 2015 Dog Show for NBC.

As for those NFL results, here are the top 10 local markets for last night’s Steelers victory:

1.Pittsburgh 37.5/63
2.Indianapolis 26.1/46
3.Buffalo 17.0/28
4.Norfolk 16.8/29
5.Richmond 15.9/29
6.Denver 14.3/31
7.Las Vegas 13.7/27
8.Cleveland 13.6/24
9.Columbus 13.6/24
10.Albuquerque 13.1/26

Tonight’s almost all encores on the Big 4 and the CW, but have a great post-Turkey weekend.

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