“Macy’s 4th of July Fireworks Spectacular” didn’t go off with a ratings bang Saturday, hitting new lows in both the key adults 18-49 demographic and total viewers, according to preliminary Nielsen data.
Airing from 8-10 p.m., the annual NBC event — which was only able to be semi-live this year to maintain social distancing — put up a 0.7 rating and 4.698 million viewers.
The Independence Day display’s previous low in terms of total viewers came in 2015, which was also on a Saturday. That tally was 4.958 million. Among adults 18-49, the prior low rating was a 0.9, which occurred last year, when July 4th fell on a Thursday.