9NEWS Parade of Lights


December 1 & 2, 2017
Downtown Denver


The Official Start to the Holiday Season

For more than four decades on the first Friday and Saturday nights following Thanksgiving week, the 9NEWS Parade of Lights has signaled the official kick-off of Colorado’s Holiday Season. Imagine the impact of reaching a combined audience historically averaging 600,000 people in association with the region’s most anticipated and cherished holiday event as we enter the most prolific shopping cycles of the year.

As a sponsor of the 9NEWS Parade of Lights, your brand will be seen and experienced in a manner no other marketing or corporate communications program can accomplish.

Best of all, while you are communicating your prime marketing and public relations messages, your role in making the parade possible will be seen as a huge holiday greeting card to the community.

The Sparkle behind the 9NEWS Parade of Lights

The 2017 9NEWS Parade of Lights is expected to be experienced by 600,000 people. Now in its 43rd year, it is prized by the community as Denver’s most enduring family holiday tradition.

The 9NEWS Parade of Lights is a magical nighttime event, which features more than 40 units including extravagantly illuminated floats, giant helium-filled character balloons, magnificent marching bands, traditional equestrian units and vibrant cultural entries. The parade is professionally produced by Downtown Denver Events and the Downtown Denver Partnership.

The parade opens before 1,720 grandstand spectators and television cameras, with Denver’s spectacularly lit City and County Building as a backdrop, proceeds along a two-mile route through downtown Denver before hundreds of thousands of spectators and concludes with the much-anticipated arrival of Santa.

9NEWS (K*USA-TV), Denver’s top-rated station has sponsored the parade since 1997.  They produce a one-hour, primetime 9NEWS Special telecast of the entire parade broadcast which will be broadcasted live in HD at 8:00 p.m. on Friday, December 1, 2017 with four additional rebroadcasts, two in prime access, one in late fringe on Christmas Eve and the final broadcast on Christmas Day. The parade’s 2016 combined ratings demonstrated a strong audience with a combined 114,000 viewers and 6.9 household rating points.

Like an overstuffed holiday stocking, the 9NEWS Parade of Lights is a bountiful event marketing and corporate social responsibility opportunity:

  • Celebrating its 43rd annual year, the 9NEWS Parade of Lights is regarded as the “Official Start of Denver’s Holiday Season.” No other event adds more to Colorado’s extraordinary quality of life during the magical holiday season.
  • Promoted, staged live and telecast, (from late November through December 25th) encompassing the ideal timeframe of end-of-the-year corporate expressions of thanks and goodwill to the community.
  • Experienced by a combined audience historically averaging 600,000 people, comprised principally of families in the age range of 25-54 for household adults.
  • Supported by more than $350,000+ in advance promotion by media powerhouses The Denver Post, 9NEWS, Comcast/Xfinity, 5280 magazine and KYGO-FM, KOSI-FM and the Bonneville Denver radio cluster. 

For more information about sponsorship opportunities please contact Bruce Erley.