By Susan Cuccinello
This Thursday, in many homes across America, attention will be split between what’s happening in the kitchen – where Thanksgiving meal prep will be underway – and what’s happening on the nearest video screen – which may well be tuned to NBC’s coverage of the 88th Annual Macy’s Thanksgiving Day Parade® in New York City. While there will be several regional and local Thanksgiving parades taking place, the Macy’s Thanksgiving Day Parade is one of the oldest and dates back to 1924; televised coverage began in 1952. Although the parade itself is old, its components are updated each year to include many contemporary performers and characters, and widely recognized acts and personalities from television, music, and the Broadway stage.
Just how well does the parade’s content mesh with the parade’s viewers? To answer this, TiVo Research used the list of scheduled floats and balloons for the 2014 parade, which include several television show characters (such as Pikachu®, SpongeBob SquarePants™ and The Smurfs®) and packaged good products (such as the Pillsbury Doughboy™ character, Pepperidge Farm Goldfish® crackers, and Pirate’s Booty™), and looked at how likely consumers of these programs and products were to have viewed last year’s parade. In nearly all cases, we found indices of 100 or higher, indicating a good match.
Of course, a nationally televised parade is a great publicity event, and a means by which brands can gain higher recognition and market share. According to a press release from Cracker Jack® – one of the lower-indexing brands in our analysis –Frito-Lay North America is looking to bring key “Cracker Jack themes to life – the tradition of baseball, the spirit of surprise and the essence of Americana…with a fresh unexpected twist that was relevant for audiences today.” If Frito-Lay succeeds, we might see a change in Cracker Jack consumption after this year’s parade is televised. Stay tuned.
Happy Thanksgiving!!
Source: Media TRAnalytics®. Based on ratings for the 11/28/13 Macy’s Thanksgiving Day Parade on NBC (the “Parade”). Heavy purchasers are defined as the aggregate group of households who account for 75-100% of the purchases for the specified brand, based on total dollars. Indices are calculated by dividing the rating for heavy brand purchasers for the Parade by the overall Parade rating.
* Note: For Pirate’s Booty, all purchasing households were analyzed.
Source: Media TRAnalytics®, 4th Qtr 2013 analysis.
**How to read: Households that viewed the 11/28/13 Macy’s Thanksgiving Day Parade on NBC were 23% more likely (Index of 123) to have viewed Dora The Explorer episodes on Nickelodeon, Nick Jr or Nick2 in 4th Qtr 2013. Analysis included all series episodes and movies for each specified program.
Macy’s Thanksgiving Day Parade is a registered trademark of Macy’s, Inc. Pikachu and Pokemon are registered trademarks of Nintendo of America, Inc. SpongeBob SquarePants and Dora the Explorer are trademarks of Viacom International Inc. Smurf and The Smurfs are registered trademarks of Studio Peyo. The Pillsbury Doughboy character is a trademark of the Pillsbury Company, LLC. Pepperidge Farm Goldfish is a registered trademark of Pepperidge Farm, Incorporated. Pirate’s Booty is a trademark of B&G Foods North America, Inc. Cracker Jack is a registered trademark of Frito-Lay North America, Inc. Kool-Aid is a registered trademark of Kraft Foods Inc. Mighty Morphin Power Rangers is a registered trademark of Saban Entertainment, Inc. Teenage Mutant Ninja Turtles are a trademark of Viacom Overseas Holdings. Diary of a Wimpy Kid is a trademark of Wimpy Kid, Inc. All other company, product and brand names and trademarks are the property of their respective owners.
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