NBCUniversal’s Iconic Holiday Programming Is The Gift Of The Season For Marketers, Providing Unrivaled Opportunities And Driving Unmatched Results
Macy’s Thanksgiving Day Parade Sets Record Demand with Earlier Interest Than Ever Before; 15% New Investments from Advertisers in Company’s Holiday Portfolio. The Media Company Expands Suite of Shoppable Ad Innovations Ahead of Holiday Shopping.
November 21, 2025
Ahead of the most wonderful time of the year, NBCUniversal announced dynamic new partnerships with several of the nation’s top brands and new shoppable ad innovations to kick off the holiday season. From beloved holiday specials like Macy’s Thanksgiving Day Parade and Christmas in Rockefeller Center to can’t miss everyday moments like The Today Show, the media company is making the holidays even more merry and bright for both marketers and consumers across its entire cross-platform portfolio.
NBCUniversal’s Holiday Programming Sees Record-Setting Demand as Advertisers’ Get in the Holiday Spirit
For decades, the holidays have been synonymous with NBCUniversal, and this year advertisers have leaned in like never before.
Client demand was earlier than ever for key holiday tentpoles like Macy’s Thanksgiving Day Parade, The National Dog Show Presented by Purina and Christmas in Rockefeller Center, with overall investments up nearly 20% from 2024. As part of that, Macy’s Thanksgiving Day Parade also doubled the number of sponsors YoY.
The company also saw increased investments across core categories, including significantly more demand from Tech, Pharma, Insurance, and Restaurants. Additionally, 15% of advertisers are new, with this marking the first time they have invested in NBCUniversal’s holiday portfolio.
Brands Shine Bright this Holiday Season with Authentic Storytelling & Mass Reach
Once again, NBCUniversal is offering brands an opportunity to captivate audiences in meaningful ways at an unprecedented scale during the most crucial shopping season of the year with iconic live holiday specials.
- Starbucks Provides the Warmth and Connection at Macy’s Thanksgiving Day Parade
For the 99th Macy’s Thanksgiving Day Parade, Starbucks is embodying the holiday spirit with a branded party at the company’s Herald Square location, along with an in-show moment and social storytelling that will deliver festive cheer for all.
- Hershey’s Kisses Sweeten Up Christmas in Rockefeller Center
Hershey’s is bringing sweet music to Christmas in Rockefeller Center with their head-turning LED musical mat that allows fans to play the iconic Hershey's Kisses bell melody. After the tree lighting, the mat will remain on the plaza in Rockefeller Center to entertain fans and spread joy through Sunday, December 7.
- Toyota Races Back to Christmas in Rockefeller Center on NBC and Telemundo
Following the success of last year’s inaugural Navidades en Rockefeller Center on Telemundo, Toyota is back supporting Christmas in Rockefeller Center and authentically connecting to fans of all ages in both English and Spanish language.
Beyond live specials, brands are also bringing holiday magic across the NBCUniversal portfolio from sunrise to sunset, starting with The Today Show to The Kelly Clarkson Show and Bravo’s 8 Days of Mazel, all the way to The Tonight Show Starring Jimmy Fallon.
- Starting on Black Friday and carrying on throughout the holiday season, tune into the Today Show to hear what brands including American Express, Citi, PayPal, The Salvation Army, Southwest Airlines and Toyota have planned for this holiday season.
NBCUniversal Gives the Gift of Commerce with Expansion of Shoppable Ad Innovations
As one of the first media companies to make Shoppable TV a reality for the industry, NBCUniversal has seen firsthand the results commerce in show can deliver, including driving an +378% increase in engagement1. This year, NBCUniversal is not only bringing brands directly into consumers’ homes this holiday season, but bringing holiday shopping home:
- ‘Tis the Season for Streaming and Shopping with Debut of Holiday Gift Guide on Peacock
This holiday season, Peacock is breaking tradition and reimagining what it means to celebrate - turning streaming into shopping in bold new ways. As the leader in AVOD streaming, Peacock is helping brands connect holiday cheer with premium programming and shopping innovation, giving fans fresh ways to deck the halls, treat themselves, or find the perfect present. Debuting for the first time this holiday season, advertisers can make holiday shopping easier than ever for consumers with Peacock’s new Holiday Gift Guide innovation.
This custom bumper and shoppable canvas carousel pairs with a 30-second brand spot consisting of an auto-scrolling gift guide, plus a QR code and CTA for instant holiday shopping, making one’s screen the ultimate shopping experience.
- Virtual Concessions Expands to Beloved Holiday Specials
NBCUniversal’s slate of beloved holiday classics like It’s a Wonderful Life, Rudolph the Red-Nosed Reindeer, Red One, and How the Grinch Stole Christmas continue to bring families together year after year. This holiday, with Virtual Concessions expanding to these iconic programs, advertisers will be able to engage these viewers and help them stay ahead with all their holiday shopping needs.
Since debuting in the 2024 Paris Olympic Games and expanding to other properties like Christmas in Rockefeller Center, Virtual Concessions has continued to drive tremendous results with 9X engagement compared to a standard shoppable unit and up to +60% YOY growth in sales for CPG brands.
Peacock Offers Multiview for Macy’s Thanksgiving Day Parade for the First Time
The holiday season kicks off with Macy’s Thanksgiving Day Parade on NBC and Peacock, and for the first time ever, Peacock Premium and Premium Plus users will be able to stream the Parade live in Multiview.
- This marks the first time Peacock will offer Multiview for a live entertainment special.
- Three different camera angles will be presented in Multiview on Peacock, allowing viewers to immerse themselves in all the day’s festivities:
- Traditional Programming (primary view): The Parade as fans know and love it will feature commentary from NBC hosts, live performances, and more.
- Float View: Ride aboard the classic Tom the Turkey float through the streets of Manhattan and truly feel like a part of the Parade.
- High-Rise View: Get a bird’s eye view of all the excitement from high above the parade route.
About Multiview on Peacock
- Multiview has been a fan favorite feature on Peacock since it was introduced as part of the platform’s Emmy-winning 2024 Paris Olympics streaming experience, where more than a quarter of Olympics viewers on Peacock watched via Multiview.
- Multiview has since been available on Peacock for Premier League soccer games and NBC News’ 2024 Election Night coverage and will be available for the upcoming 2026 Milan-Cortina Winter Olympics.
Marketers Can Celebrate the Season with Strong Results
The holidays at NBCUniversal are one of the most performant portfolios for advertisers year after year, driving double-digit lifts in brand metrics, when compared with non-holiday programming, including:
- +16 % Brand Awareness
- +25 % Brand Opinion
- +17% Consideration
- +17% Recommendation
The community that NBCUniversal brings together around the holidays drives unrivaled results, which is why NBC is the #1 primetime network during the holiday season.7 74% of viewers say they look forward to holiday programming on NBC every year, 8 and viewers turn to NBC during the holiday +83% more frequently than the competitive broadcast holiday average.
