Behind the Scenes of NBCUniversal's Live Holiday Programming
Jen Neal, EVP of Live Events & Specials, shares her approach to producing NBC's live holiday specials, offering a behind-the-scenes look at the strategy, planning, creativity, and decision-making that bring these seasonal broadcasts to life.
November 24, 2025
NBCUniversal delivers some of television's most exciting holiday moments – from the Macy's Thanksgiving Day Parade to Christmas in Rockefeller Center and more. Few people know that better than NBC's EVP of Live Events & Specials, Jen Neal. Neal plays a pivotal role overseeing some of NBC's most-watched live events, including the company's decades-long partnership with Macy's Studios and leading their collaboration on Macy's Thanksgiving Day Parade and Macy's 4th of July Fireworks Celebration. Under her direction, a new ten-year Macy's partnership renewal through 2034 will ensure the continuation of iconic holiday broadcasting over seven decades.
NBC's legacy of live programming dates back to 1951, when it aired the Rockefeller Center tree lighting during The Kate Smith Show, one of the era’s most popular television programs. Since 1997, NBC has broadcast the annual tree lighting live, featuring performances by leading contemporary artists. NBC has also been the official broadcaster of the Macy's Thanksgiving Day Parade since 1953. In 2024, Macy's Thanksgiving Day Parade was the #1 show of the holiday season and delivered its biggest audience on record with 31.7 million total viewers across NBC and Peacock – an 11% increase compared to 2023. The parade has been the most-watched entertainment show on linear for four consecutive years. In addition to fan favorite perennial programming, we’ve introduced new programming for 2025, including Wicked: One Wonderful Night, Christmas in Nashville, Password Holiday Special and more.
With a balance of innovation and nostalgia Jen Neal shares how NBC’s legacy of live holiday programming is not just about keeping traditions alive, but also evolving them.
NBC's holiday programming is a longstanding tradition for all generations. How do you balance maintaining the traditional aspects of the broadcasts while also introducing fresh storytelling and innovation?
Jen Neal: NBCUniversal is the ultimate destination for holiday programming and cultural moments that bring people together. It's important that we continue to honor the legacy of holiday tentpoles like the Macy's Thanksgiving Day Parade and Christmas in Rockefeller Center, while finding new and innovative ways to celebrate the season. Whether it's by introducing fresh talent or leveraging new technology to engage viewers across platforms and bring them closer to the action than ever, our goal is to capture the nostalgia and holiday spirit that brings comfort to millions of viewers each year while always keeping an eye on what's next.
Gary Snegaroff, Senior Vice President, Live Events, Dina Sansing, Senior Vice President, Talent, Live Events & Specials, Jen Neal, and Wendy Schellinger, SVP, Entertainment Environmental + Set Design NBCUniversal Television and Streaming
How do holiday specials bring together the best from across the NBCU portfolio?
JN: During the holidays, our portfolio comes together to create some of the most special television moments for audiences around the country. It's a great opportunity to utilize the collective power of our portfolio and the incredible talent we work with year-round. We're so excited that this year, the iconic Reba McEntire (The Voice and Happy's Place) will be hosting Christmas in Rockefeller Center, and of course, the Macy's Thanksgiving Day Parade will have a talent lineup like none other – including many from within the NBCU family.
How has the production of live specials evolved over the years? What is the biggest challenge in producing live specials?
JN: The biggest challenge? You're only live once! Anything can happen in the moment, and you have to be ready to navigate that. But that’s what also makes it so exciting: the energy, spontaneity, and the collective shared experience. When it all comes together, it creates something that is truly unforgettable.
(L-R) Santa Claus and his elves, Will Coss, Jen Neal, Sharon Otterman (Macy’s Chief Marketing Officer), Tracy Preston (Chief Legal Officer and Corporate Secretary Macy’s, Inc.), Joe Tama (NYSE, Regional Head – Northeast) and Keith Credendino (Chief Information Officer, Macy’s, Inc.)
NBCUniversal and Macy's renewed their partnership with rights through 2034. What has this longstanding relationship meant for NBCUniversal and what are you most excited for in the years to come?
JN: Our partnership with Macy's has been an incredible cornerstone of our holiday programming. We're thrilled to continue our collaboration and create some of the most timeless moments that unite people around the world.
