9NEWS Parade of Lights

Sponsorship Opportunities

“The Official Opening of the Holiday Season in Denver”

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.

Reaching a combined audience historically averaging 600,000 people in association with the region’s most anticipated and cherished holiday event.

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 opens before the grandstands and television cameras, with Denver’s spectacularly lit City and County Building as a backdrop, proceeds along a two-mile route through downtown Denver.


9NEWS produces a one-hour, primetime 9NEWS Special telecast of the entire parade broadcast which will be broadcasted live in HD at 8:00pm on Friday, December 1st, 2018 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 2017 combined ratings demonstrated a strong audience with a combined 121,000 viewers and 7.7 household rating points.

A Holiday Gift to Denver

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

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 live and telecast audience averaging 600,000 people, comprised principally of families in the age range of 25-54 for household adults.

Supported by more than $280,000+ in advance promotion by media powerhouses The Denver Post, 9NEWS, 5280 magazine and KYGO-FM, KOSI-FM and the Bonneville Denver radio cluster.

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.

Sponsorship Opportunities

Presenting Sponsorship

These two top-level Presenting sponsors will receive universal marquee billing below-the-name Presenting Sponsor recognition, (e.g. “9NEWS Parade of Lights presented by American Furniture Warehouse and 2nd Presenting Sponsor”) in $280,000 event promotional advertising and collateral materials, telecast billboards and commercial spots and presentation rights for a feature unit in the parade.

Associate Sponsorship

These premier or bundled unit sponsors will receive Associate recognition in all print advertising valued at $35,000 as well as all collateral materials, most event signage, plus and presentation rights for a feature unit in the parade. Assets from which they may choose include:

  • Presentation of the Arrival of Santa
  • Presentation of Marching Bands
  • Presentation of Cultural Units

Supporting Sponsorship

These parade unit sponsors will receive Supporting recognition in promotional materials, digital and social media platforms, exclusive unit signage, and hospitality benefits, plus name integration in one of the Parade’s featured floats or giant helium balloons.

Audience Profile-Live Spectators

Attendance: Ten-year average of 400,000 spectators who line the two-mile route to experience the parade first hand.

Age: 34.4% are 24 or younger and 65.6 are 25 years of age or older.

Marital Status: 61.1% are married and 38.9% are single.

Group Composition: 47.1% percent are attending with 2-4 people; 42.2% are attending with five of more people; and only 10.7% are attending on their own.

Income: 46.3% report a household income of $60,000 or greater with 53.7% reporting a household income of less than $60,000.

Home Ownership: Of those surveyed 50.5% own homes and 49.6% are renters.

Repeat Attendance: 32.9% are attending the Parade for the first time; 29.5% have attended 2-3 times and 37.6% have attended four+ times

Telecast Audience

Viewers: 121,000 viewers (Persons 2+) 
Aggregate: 7.7 HH rating points
Live Telecast: (12/1/17) at 8pm on KUSA: 3.9 HH rating; 8.0 share; viewed by an estimated 61,878 viewers
Rebroadcast: (12/9/17) at 6pm on KUSA: 2.5 HH rating; 6.0 share; viewed by an estimated 36,430 viewers
Rebroadcast: (12/10/17) at 6pm on KUSA: .2 HH rating; 0 share; viewed by an estimated 3,203 viewers
Rebroadcast: (12/16/17) at 5pm on KUSA: .4 HH rating; 1 share; viewed by an estimated 6,090 viewers
Rebroadcast: (Christmas Eve-12/24/17) at 2:30pm on KUSA: .4 HH rating; 3.0 share; viewed by an estimated 5,682 viewers
Rebroadcast: (Christmas Day–12/25/17) at 5pm on KUSA: .3 HH rating; 4 share; viewed by an estimated 4,866 viewers


For more information, contact exclusive sponsorship representative:
Sally Croker

Director, Corporate Partnerships
(303) 558-8183