Macy's signed a new 10-year broadcasting rights deal with a popular network for its Thanksgiving Day parade special.

Parade will keep marching on with NBCUniversal after the retailer and media giant struck a new 10-year rights extension that will see the event continue to broadcast on NBC and Telemundo and stream on Peacock.

Macy's said last year's parade reached 31.7 million viewers on NBC and Peacock, an 11 percent increase from 2023.