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.
對於NBC來說，大氣球意味着更大的預算。
發生了什麼：以奢華表演和卡通人物花車而聞名的梅西百貨感恩節遊行越來越昂貴。
自1953年以來，這個以孔雀爲品牌的網絡一直在播出標誌性的土耳其時代傳統。而且，據《華爾街日報》報道，美國全國廣播公司正在考慮一項6000萬美元的協議，是目前的2000萬美元利率的三倍，以在未來十年內確保這些權利。
那麼，爲什麼要付出高昂的代價呢？以直播爲主的世界中直播活動的吸引力爲例。
康卡斯特公司旗下的（納斯達克股票代碼：CMCSA）NBC和其他傳統形式的電視在經歷了整個斷線趨勢之後都在努力留住觀衆。諸如遊行、足球比賽、拳擊比賽和頒獎晚會之類的大型時刻現在正在流媒體服務中嶄露頭角。
對於NBC來說，可以打賭孔雀的直播客戶將收看11月28日觀衆喜愛的節目，預計該節目將包括名人露面和百老匯現場表演。
沃爾特·迪斯尼公司（紐約證券交易所代碼：DIS）可以理解。這家總部位於加利福尼亞州伯班克的企業集團花費了20％的溢價，從派拉蒙環球公司（納斯達克股票代碼：PARA）（納斯達克股票代碼：PARA）（納斯達克股票代碼：PARAA）手中奪走了該獎項，後者一直在哥倫比亞廣播公司播出。
爲何重要：現場觀衆的價值與巨型史努比氣球一樣具有浮力。
將近3000萬名觀衆收看了去年的遊行，本週四上午預計將有至少11支遊行樂隊，28名小丑劇組，22個氣球和33個花車再來一場奇觀。
至於表演者，觀衆可以期待一系列著名面孔，包括查理·達梅利奧、「邪惡」 原創明星伊迪娜·門澤爾、《今晚秀》主持人吉米·法倫、可可·瓊斯、麗莎·科隆·扎亞斯、The Temptations萬億.Pain和紐約自由報。
這條路線綿延 2.5 英里。它從第77街和中央公園西部開始，一直延伸到梅西百貨公司（紐約證券交易所代碼：M）的旗艦店梅西先驅廣場。
對於那些渴望預覽遊行準備工作的紐約市人來說，氣球充氣活動將於11月27日星期三在上西區舉行，這是一個近距離接觸高聳的充氣偶像的機會。
據《今日美國報》報道，今年的活動將首次亮相新的氣球，包括來自Gabby's Dollhouse的米妮老鼠、非凡的努拉和Gabby。
