A record number of viewers tuned in for NBC’s coverage of the annual Macy’s Thanksgiving Day Parade on Thursday.

The network said Friday that 34.3 million viewers tuned in to coverage of the 99th annual parade across NBC and Peacock, according to preliminary Nielsen data. That marks its biggest combined audience on record, outperforming last year’s parade by 2.5 million viewers, an increase of 8 percent. (It’s worth noting that Peacock has about 5 million more subscribers than it did a year ago at this time.)

The original 8:30 a.m. ET broadcast on NBC averaged 25.4 million viewers, making it the most-watched entertainment telecast in nearly seven years, since the Academy Awards telecast on Feb. 24, 2019, which aired on ABC.

A record number of viewers tuned in for NBC’s coverage of the

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