We are literally amazed at how smoothly the parade operated with such challenging conditions.
TV is the way of taking this small-town festival in California and sharing it with the world.
These are all audiences that companies want to reach (by joining the parade), and reach in a festive manner like this.
It really just follows the trends of where TV has been going. If you compare it to what's going on in the TV world, this is a half-full glass.