NBCUniversal is extending its partnership with Macy’s via a 10-year programming rights deal. The agreement includes The Macy’s Thanksgiving Day Parade, Countdown to Macy’s Thanksgiving Day Parade and Macy’s 4thof July Fireworks, as well as a new program that NBCUniversal says it will give details on at a later date.

Parade will keep marching on with NBCUniversal after the retailer and media giant struck a new 10-year rights extension that will see the event continue to broadcast on NBC and Telemundo and stream on Peacock.

The long-term deal also includes the 4th of July fireworks concert special, and a new event to be announced at a later date.

Macy's said last year's parade reached 31.7 million viewers on NBC and Peacock, an 11 percent increase from 2023.

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