On Thanksgiving, millions of moviegoers flocked to the theater to watch three blockbuster films. Millions of others stayed home to watch the Macy's parade or NFL games.

A century after the first Macy’s Thanksgiving Day Parade, the annual holiday tradition kicks off Thursday in New York City with new Spider-Man and Minnie Mouse balloons, zoo and pasta-themed floats, performances from Jennifer Hudson and Idina Menzel,

The 2024 Macy's Thanksgiving Day Parade set some viewership records over the holiday. The annual parade reigned in 31.3 million viewers across all platforms this year. That marks a 10% increase from viewership last year and stands as the biggest audience ever for the parade.

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.

The parade averaged around 5 million more viewers than NBC's prime-time football broadcast. This article, NBC touts record TV audience for Macy’s Thanksgiving Day parade, was first published at The Desk.