NBC, which has broadcast the Macy's Thanksgiving Day Parade for 70 years, is negotiating a new deal with the retailer that could see its annual fee surge to over $60 million—more than triple the current amount, according to The Wall Street Journal, citing anonymous sources. The steep increase underscores the growing value of live events like sports and award shows in an era dominated by streaming. The parade is a significant revenue generator for NBC, attracting major advertising dollars and serving as a lead-in to the popular National Dog Show. Macy's, recently facing financial scrutiny after an employee incurred millions in unexpected expenses, is being represented in the negotiations by the talent agency WME.
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