Hoda Kotb’s lively on-air message to Jenna Bush Hager during the 2025 Macy’s Thanksgiving Day Parade didn’t just break from her tradition of covert gestures—it signaled the strength of their dynamic friendship, delighted fans, and underscored how authentic moments keep live TV resonant year after year.
Hoda Kotb and Jenna Bush Hager’s Thanksgiving tradition has become as essential to the Macy’s parade as the giant balloons and holiday performances. But the 2025 Macy’s Thanksgiving Day Parade saw a major shift: Hoda swapped her playful—but cryptic—on-air signals for a direct shoutout, fusing warmth, friendship, and live television authenticity in a moment fans won’t soon forget.
During the 2025 parade broadcast, as Jenna watched from home, Hoda looked straight into the camera and declared, “Coming up, Hollywood icon Jenna Bush Hager. No, it’s Darlene Love! She’s here with a festive hit,” playfully calling out her TODAY Show co-host and surprising viewers used to more secretive cues.
How the Secret Signal Tradition Began—and Why the 2025 Shoutout Matters
The signal ritual, devised by Hoda as a way to say “hi” to Jenna on Thanksgiving morning, has always been a highlight for diehard TODAY fans. In previous years, Hoda’s signals ranged from tugging her ear (a nod to Carol Burnett) to subtle gestures like a tooth wipe or a double fist pump—each year, building anticipation within the fan community about how she’d deliver her “message.”
The pair’s efforts to brainstorm 2025’s signal were on public display when Hoda surprised Jenna for her November birthday. Jenna floated the simplest idea: “Somebody said this year you should just go, ‘Hi Jenna!’” After years of inside jokes and playful mishaps, Hoda’s embrace of this direct greeting reveals the unique combination of intimacy and joy at the show’s core.
The Parade’s Fan-Fueled Lore: Every Year’s Signal Is a Community Event
As the tradition evolved, each year’s signal became a miniature event for fans watching from home and dissecting the moment on social media. The 2024 parade’s double fist pump was inspired by the viral music video “RockaFellaCenta” by Matt Rogers and Bowen Yang, with Hoda and Jenna making cameo appearances—a pop culture Easter egg for the show’s most passionate followers. TODAY.
Past signals have even included spontaneous moments—like enlisting Savannah Guthrie (and briefly upstaging performer Kylie Minogue)—adding to the unscripted joy that draws viewers back each year [TODAY].
The Power of Authenticity: How Hoda and Jenna Keep Morning TV Fresh
Television, especially live TV, thrives on authenticity—and moments like Hoda’s candid on-air address reinforce why TODAY remains must-see viewing. Instead of a carefully choreographed visual cue, this year’s open acknowledgment created a more direct connection between hosts and home viewers, reminding everyone that at the heart of the production is genuine friendship. This is a throwback to a time when television was built on real personalities—not just polished segments—and viewers feel that difference.
For their viewers—many of whom have made the parade and the TODAY Show part of their own family traditions—these signals have come to represent not just playful games, but modern-day rituals. Hoda has even created special signals for her daughters, Haley and Hope, such as blowing them a kiss or giving a secret ear tug, weaving her family life into her public persona and deepening her relatability [TODAY].
- 2023: Hoda fulfills daughter’s request to blow a kiss at the parade.
- 2024: Double fist pump inspired by pop culture, cheered by fans online.
- 2025: Breaks with subtlety for a direct, joyful “Hi Jenna!”
What the Shoutout Signals for Hoda, Jenna & the Parade’s Future
Both women have built a relationship that feels as much like chosen family as workplace camaraderie. By spotlighting their genuine affection, the show continues to model authentic connections in a world of mass media, giving fans something to look forward to each year—and setting a new gold standard for morning show traditions.
As fans speculate about what the 2026 signal will be, one thing remains certain: When Hoda Kotb and Jenna Bush Hager share a heartfelt on-air moment, it doesn’t just go viral—it becomes a cherished part of millions of viewers’ Thanksgiving memories.
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