Macy's Thanksgiving Day Parade still a Boom for Advertisers.

In the confusion that is 2020, advertisers are looking for a TV spots that still work (if they have any affect at all, more to come soon on that). Sports have been dropping in viewership in the past couple years. The NBA viewership was down 12% before the pandemic. COVID has only negatively affected the numbers.

And this problem is not just for the NBA, other sports leagues are feeling the drop. So when advertisers who are willing to spend big numbers on spots, where are they to turn? The 98 year old Thanksgiving day parade is not a bad spot.

Despite COVID, the Thanksgiving Day Parade, had still garnered over 20 million viewers. Just a slight decrease from last year. To give more perspective, this is 3 times more than NBC's, "The Weakest Link" however, no where near the numbers of the Super Bowl.

A lot of the success of the parade is because of how family friendly and inviting the run of show is. You have floats and balloons representing Americans from all over the country including one hit wonder Christmas Carolers and hit Broadway performances.

The parade “is our Super Bowl of family viewing,” NBCUniversal’s President of Ad Sales and Partnerships Mark Marshall told Adweek.

As TV advertising is starting to lose its control of being the top way to reach Americans, companies will have to turn to other outlets of digital marketing to reach consumer dollars. Up next this week, we will discuss the weakness of TV Advertising, the strength of digital advertising, and finally the superpower that is Relationship Capital.