NBC’s presentation of this year’s Macy’s Thanksgiving Day Parade delivered 31.3 million total viewers across all platforms, up 10% from last year to mark a new all-time high audience for the event. With 23.

The Macy's Thanksgiving Day Parade drew its largest audience ever this year, according to NBCUniversal. The 98th annual event amassed 31.3M viewers Thursday across linear and digital platforms, which is up 10% from last year’s 28.