For a quarter of a century, David Frei, co-host of the National Dog Show, has championed a reliable Thanksgiving motto: "Dogs 'til two."

Aired across all U.S. time zones from noon to 2 p.m. on Thanksgiving Day, the broadcast gives Frei ample opportunity to jokingly remind viewers to guard the television remote from football enthusiasts. Given the profound affection Americans hold for canines, he considers it a fair appeal.

"I’ve had friends come to me and say, ‘We gather in the family room waiting for the turkey and we all pick the dogs that we love or appeal to us for whatever reason and we have a little competition,’" he reflected with a chuckle. "It’s just, ‘I like this dog because it just did something funny on camera’ or they’re rooting for the dog they have at home. I call that the ‘alma mater factor.’"

Having shared his life with cherished pets—such as his late Brittany, Grace, and his current Cavalier King Charles spaniel, Tru Dat, both certified therapy dogs—Frei readily admits he experiences this very phenomenon himself. Yet, his admiration extends to every breed.

"They’re spontaneous and they do things because they want to please you and they want to please themselves, too," he observed. "लेकिन when they’re with you, everything, I think, revolves around you."

Meet Three New Dog Breeds During The National Dog Show On Thanksgiving

Following last year's introduction of the Danish-Swedish farmdog recognized by the American Kennel Club, the 2026 National Dog Show welcomes three additional breeds to the stage.

The Teddy Roosevelt terrier, formerly designated as the "Type B" rat terrier, secured its current moniker in 1999 to honor the 26th President of the United States. This high-energy competitor is slated for the Terrier Group.

"It’s a typical terrier," Frei noted. "It looks like a lot of these dogs that are looking for trouble. You go out and battle all the rats and vermin and all the bad guys out there, but it’s a fun dog. They’re on their toes all the time."

Meanwhile, the Russian Tsvetnaya Bolonka—frequently called the Russian Colored Lapdog—was originally developed for compact apartment living. Excelling in obedience, rally, tracking, and agility, this small companion enters the Toy Group.

"It’s a toy dog with hair. They say that it’s great with children," Frei said. "They’re supposed to be really smart. I think it’s a typical toy dog on your lap, sitting next to you on the couch, and they can do just about any kind of dog activity that we can put in front of them."

Rounding out the newcomers is the Basset Fauve de Bretagne, or the Fawn Colored Brittany Basset, tracing its lineage back to 16th-century France. Recognized as dedicated hunters with distinctive wiry coats, these dogs will compete in the Hound Group.

"They’re really kind of entertaining," Frei remarked. "It’s a dog that you look at and smile."

How To Watch The National Dog Show And The Macy’s Thanksgiving Day Parade

The National Dog Show broadcasts on Thursday, November 26, via NBC and Peacock right after the Macy’s Thanksgiving Day Parade, running from noon to 2 p.m. across all U.S. time zones.

This year marks the historic 100th installment of the Macy’s Thanksgiving Day Parade. Purina, the primary sponsor of the dog show, will feature a "Salute to Service Dogs" float highlighting the impactful bond formed when a PTSD service dog is paired with a military veteran.

To support this cause, Dog Chow is pledging $1—up to a total of $30,000—for every eligible photo or video shared by pet owners showcasing how their dog is part of the family using the hashtag #DogChowThanksgiving and tagging @dogchow through Thanksgiving Day. Beneficiary nonprofits include Got Your Six Support Dogs in Maryville, Illinois; K9s for Warriors in Ponte Vedra, Florida; Northwest Battle Buddies in Vancouver, Washington; Semper K9 Assistance Dogs in Catlett, Virginia; Dog Tag Buddies in Billings, Montana; and Operation Freedom Paws in San Martin, California.

The Macy’s Thanksgiving Day Parade kicks off Thanksgiving morning at 8:30 a.m. across all U.S. time zones on NBC and Peacock.

25 Years Of The National Dog Show ‘Family’

Reflecting on 25 years with the program, Frei emphasizes that his anticipation for the event stems as much from the people behind the scenes as it does from his passion for animals.

"It’s like we’re having a family reunion every year," he shared.

He expressed immense pride in his enduring partnership with co-host John O’Hurley, renowned for his portrayal of J. Peterman on "Seinfeld."

"I’m dealing with a comedian as my partner, which makes it fun constantly," he said. "He’s a great team player. He loves what we do. He’s a real professional, and he’s a great friend to have. He’s been my friend for 25 years. I’m as proud of that as I am of the work that we do on the dog show."

Frei also holds deep appreciation for features reporter Mary Carillo, who provides viewers with behind-the-scenes segments and interviews the handler of the victorious Best in Show dog.

Highlighting Carillo's milestone year, Frei noted her role filling in for Savannah Guthrie as Winter Olympics co-host in February, followed by her August induction into the International Tennis Hall of Fame as a contributor alongside Roger Federer.

At the induction ceremony, a pre-recorded congratulatory message from Frei was played for the audience: "Mary, I bring you the respect and love from all of your canine friends who think you’re pretty cool because you have access to an unlimited supply of tennis balls."

"She said when that played, that just cracked the whole house up," Frei recalled. "She understands the dog world, she understands people, and I love her dearly. I’m thrilled for her."

Ultimately, Frei expressed profound gratitude to the tens of millions of viewers who tune in annually, encouraging them to enjoy the silver anniversary broadcast alongside their own canine companions.

"Watch our dog show, root for your favorites," he advised. "And when it’s all over and we have a winner, turn to the dog next to you and say, ‘You’re my winner. You’re my best in show dog.’"