The broadcast just described is the one that Americans are most familiar with. It takes place on NBC, a network that has been televising the parade since just after WWII. An official partnership exists between NBC and Macy’s, allowing the network to televise this event as well as the 4 th of July fireworks display sponsored by Macy’s. The agreement gives a privileged location to the NBC broadcasters, ensuring a spectacular view of the procession.[2] There are other networks, including CBS, that televise the parade as well, either in whole or in snippets, but these stations are not given the priority-treatment granted to NBC.

NBC broadcast hosts have included a number of TV-personas who audiences can easily recognize. In recent years the hosts have been Katie Couric, Matt Lauer, and Al Roker from the NBC Today Show. Al Roker has, in fact, co-hosted the broadcast since 1994.[3]

Televising a parade is a challenge, as parades are slow moving and people are accustom to receiving constant and immediate stimuli when watching TV. Thus the hosts’ job is to keep the audience entertained with running commentary, directing attention to specific floats, balloons and performers, and offering related information. They also bring in guests who are connected to the parade, and conduct informal interviews for the camera.

While deemed necessary by NBC, the commentary provided by hosts is ill-received by some audience members. Many people feel it detracts from their enjoyment of the parade, both by diverting the camera away from the procession and by inundating them with a slew of commercial pitches. The Christian Science Monitor featured an article by a woman named Ellen Chances, who stated that upon tuning into the 2003 broadcast she was dismayed by what she calls “one big promotion for products and people.”[4] She goes on to condemn the fact that for every balloon, float, or celebrity commented upon, the information given revolved around sales, profits, and items available for purchase. Indeed, her observations are accurate; the language of the commentary is largely business-oriented. One can assume that her sentiments towards such a commercialized broadcast are echoed by others.

The cast of the Broadway musical "The Producers" performs for the NBC cameras at Herald Square

In addition to the advertisements within the parade and during the commercial breaks, the NBC telecast creates a space for another form of advertising. The NBC platform is at Herald Square, the finish line for the parade, and thus each float and balloon, etc, must proceed down the entire route before getting its moment in the spotlight. During the wait before the front line arrives, NBC broadcasters introduce special performances by Broadway musical casts and other performers. The numbers act as brief previews to the many entertainment attractions in the area, making the beginning of the broadcast an ongoing advertisement for New York City tourism.

Though some viewers express dissatisfaction with its commercial nature, the annual broadcast is widely lauded by many. In fact, since 1979 nine broadcasts have been awarded Emmys for Outstanding Achievement.[5]