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  • London Live Sales

London's New Year Day Parade

Vibrant colours and magical performances from around the world


London Live's exclusive linear coverage of London's New Year Day Parade (LNYDP) returned to the screen for the 5th consecutive year, 1 January 2021. The live broadcast event has been gaining momentum, with audience up by 137% since the first coverage in 2017.


LNYDP - the globally renowned turn-of-year tradition - threw a New Year's party with a difference.


An annual parade through the streets of the West End of London, traditionally, with more than 10,000 performers, representing the London boroughs and countries from across the globe, this fantastic event attracts around 500,000 spectators and live television broadcasts in the UK and abroad.


This year, parade performers from around the world gathered for a COVID safe celebration. Pipers, drummers, cultural groups from Central and South America were in the studio along with pop star and disco queen Sophie Ellis Bextor.


Top US marching bands that had deferred their life-changing 2021 trips to perform in the UK Capital to 2022 joined the fun and frolics with virtual performances from across the pond.


Presenters Tim Vincent (NBC's Access Hollywood, CBS London Royal Correspondent, and Miss World presenter) and Sinitta (the UK singer, record producer and TV presenter) hosted the celebrations. The Lord Mayor of Westminster and Lord Lloyd-Webber also shared key seasonal messages.

Much loved by London Live viewers, the last two years have seen more viewers watching our live broadcast than ITV and Sky. In 2020, the programme was the 5th most-watched among Men ABC1 and 6th amongst Adults, slightly behind BBC1, BBC2, CH4, CH5 and BT Sport 1.


On average over 200,000 viewers, with a profile that is predominantly formed of Adults ABC1 (56%), tune in to catch the festivities on the day.


The 2021 virtual performance of the LNYDP continued to achieve robust audience: with strong appeals among HPCH (36% profile vs 3% in the previous 2 years).


Please contact the London Live Sales Team for 2022 advertising opportunities.