For NBC, big balloons mean a bigger budget.
What Happened: The Macy's Thanksgiving Day Parade, known for its extravagant performances and cartoon character floats, is getting pricier.
Since 1953, the peacock-branded network has aired the iconic turkey-day tradition. And, according to The Wall Street Journal, NBC is considering a $60-million agreement — triple the current $20 million rate — to secure those rights through the next decade.
So why the hefty price? Consider the appeal of live events in a streaming-dominated world.
Comcast Corp.-owned (NASDAQ:CMCSA) NBC and other traditional forms of TV are struggling to keep audiences after the whole cord-cutting trend. Marquee moments like parades, football games, boxing matches and awards shows are now popping up streaming services.
For NBC, the bet is that Peacock streaming customers will tune into the Nov. 28 crowd-pleaser, which is expected to feature celebrity appearances and live Broadway performances.
Walt Disney Co (NYSE:DIS) can relate. The Burbank, California-based conglomerate shelled out a 20% premium to swipe the Grammy Awards from Paramount Global (NASDAQ:PARA)(NASDAQ:PARAA), which had been airing it on CBS.
Why It Matters: The value of a live audience is as buoyant as a giant Snoopy balloon.
Nearly 30 million viewers tuned in to watch last year's parade, and this Thursday morning promises another spectacle of at least 11 marching bands, 28 clown crews, 22 balloons and 33 floats.
As for performers, viewers can expect a lineup of famous faces, including Charli D'Amelio, original "Wicked" star Idina Menzel, "Tonight Show" host Jimmy Fallon with The Roots, Coco Jones, Liza Colón-Zayas, The Temptations, T-Pain and the New York Liberty.
The route stretches 2.5 miles. It begins at 77th Street and Central Park West and winds its way down to Macy's Herald Square, the flagship store of Macy's Inc (NYSE:M).
For those in New York City eager to preview the parade prep, the balloon inflation event happens Wednesday, Nov. 27, on the Upper West Side — a chance to get up close and personal with the towering inflatable icons.
Per USA Today, this year's event will debut new balloons, including Minnie Mouse, the Extraordinary Noorah and Gabby from Gabby's Dollhouse.
对于NBC来说，大气球意味着更大的预算。
发生了什么：以奢华表演和卡通人物花车而闻名的梅西百货感恩节游行越来越昂贵。
自1953年以来，这个以孔雀为品牌的网络一直在播出标志性的土耳其时代传统。而且，据《华尔街日报》报道，美国全国广播公司正在考虑一项6000万美元的协议，是目前的2000万美元利率的三倍，以在未来十年内确保这些权利。
那么，为什么要付出高昂的代价呢？以直播为主的世界中直播活动的吸引力为例。
康卡斯特公司旗下的（纳斯达克股票代码：CMCSA）NBC和其他传统形式的电视在经历了整个断线趋势之后都在努力留住观众。诸如游行、足球比赛、拳击比赛和颁奖晚会之类的大型时刻现在正在流媒体服务中崭露头角。
对于NBC来说，可以打赌孔雀的直播客户将收看11月28日观众喜爱的节目，预计该节目将包括名人露面和百老汇现场表演。
沃尔特·迪斯尼公司（纽约证券交易所代码：DIS）可以理解。这家总部位于加利福尼亚州伯班克的企业集团花费了20％的溢价，从派拉蒙环球公司（纳斯达克股票代码：PARA）（纳斯达克股票代码：PARA）（纳斯达克股票代码：PARAA）手中夺走了该奖项，后者一直在哥伦比亚广播公司播出。
为何重要：现场观众的价值与巨型史努比气球一样具有浮力。
将近3000万名观众收看了去年的游行，本周四上午预计将有至少11支游行乐队，28名小丑剧组，22个气球和33个花车再来一场奇观。
至于表演者，观众可以期待一系列著名面孔，包括查理·达梅利奥、“邪恶” 原创明星伊迪娜·门泽尔、《今晚秀》主持人吉米·法伦、可可·琼斯、丽莎·科隆·扎亚斯、The Temptations万亿.Pain和纽约自由报。
这条路线绵延 2.5 英里。它从第77街和中央公园西部开始，一直延伸到梅西百货公司（纽约证券交易所代码：M）的旗舰店梅西先驱广场。
对于那些渴望预览游行准备工作的纽约市人来说，气球充气活动将于11月27日星期三在上西区举行，这是一个近距离接触高耸的充气偶像的机会。
据《今日美国报》报道，今年的活动将首次亮相新的气球，包括来自Gabby's Dollhouse的米妮老鼠、非凡的努拉和Gabby。
