The Macy’s Thanksgiving Day Parade drew its largest audience ever this year, according to NBCUniversal. The 98th annual event amassed 31.3M viewers Thursday across linear and digital platforms, which is up 10% from last year’s 28.

A century after the first Macy’s Thanksgiving Day Parade, the annual holiday tradition kicks off Thursday in New York City with new Spider-Man and Minnie Mouse balloons, zoo and pasta-themed floats, performances from Jennifer Hudson and Idina Menzel,

Rainy weather didn't dampen spirits at this year's Macy's Thanksgiving Day Parade. The 98th annual parade featured fan-favorite balloons like the Pillsbury Doughboy and Bluey as well as new balloons like Minnie Mouse and Spider-Man. "Rain or shine ...