Diversity in storytelling is in NBCUniversal’s DNA: we are constantly looking for ways to better serve our multicultural audiences and develop diverse talent in front of and behind the camera. The sports space is no exception. With the launch of NBC Sports Athlete Direct, our goal was to put a spotlight on student athletes and their heritage. These athletes may not always be the biggest names on their teams – but that’s the point. There were incredible stories to be told across our Big 10 and College Sports portfolio.
In the last few years, Historically Black Colleges and Universities (HBCU) sports have rapidly expanded into the national and global scene. The origins of HBCUs stem from the Jim Crow era, but these institutions have since built a sense of community and tradition that have spanned generations. As broadcast partner of HBCU football for 33 years, NBC Sports is committed to championing the legacies of these institutions.
The Generations video series was born to expand storytelling around the culture of college sports as part of our commitment to tell diverse stories that are often overlooked. Understanding that not all opportunities for student athletes are equal, we were compelled to focus on black stories and achievements, and the impact they have on college football culture. Generations celebrates the collective history of black athletes and audiences in America and offers a viewing experience that challenges perspectives and inspires positive change on and off the field.
In 2023, Ancestry approached NBC Sports for opportunities in sports storytelling where they could integrate their product and messaging in an organic way. A partnership with this brand was a perfect opportunity to tell stories that empower individuals and communities through culture and heritage. In a world where opportunities for young players are not inherently equal, both brands were excited at the prospect of helping to level the playing field. Ancestry’s research would be embedded in our production and provided our historical context: a tangible representation of each family’s evolving history.
Pre-production took place over three weeks in early October 2023 with a detailed search for the athletes. Based on preliminary interviews with the athletes and Ancestry’s findings, we created a desired story arch based on what we now knew about the students and what they were about to unearth. Filming at each player’s university over two days, we presented the findings in a private environment where they could process and reflect and provided time with family to lend another perspective to our discoveries.
The two-part digital series navigates the historical and cultural nuances that have shaped the athletes' identities. Episode one features Darius Snow: a second-generation Michigan State athlete and son of NBA star Eric Snow. Our second episode highlights Keilon Elder, star running back at Grambling University, and son of a former footballer at the HBCU. Whereas these athletes’ stories typically play out on the field, our documentary allowed them a new medium to share their experience. As each episode unfolded, we revealed incredible findings for each player, uncovering the impact it had on each athlete and, ultimately, their personal perspective on legacy.
NBC Sports anchored Generations on our HBCU and college properties, allowing us to speak to the cultural components of each university and athletic experience as well as tap into NBC’s audiences which average 3.9 million viewers per game and ranks as the #1 College Football Network in Primetime on Saturdays in the U.S. (Source: Nielsen).
Leveraging tentpole events like the Bayou Classic and coveted matchups across Big 10, we amplified our creative and messaging via branded in-game features, promoting the shortform social series and reaching the audience we hoped to represent. To reach the athlete's peers and a younger generation of sports fans, we tapped into the protagonists of our docu-series to share teasers and links to the full-length videos on NBCSports.com.
Generations’ results proved that our storytelling and content strategy made Ancestry’s foray into college sports successful.
On linear, the sponsorship was effective, driving significant lifts throughout the funnel: Of those exposed, 84% would consider subscribing/gifting Ancestry. The sponsorship was very impactful, with 146% lift in association of Ancestry with College Football on NBC/Peacock. The sponsorship helped position Ancestry positively, showcasing the brand as a good option for a genealogy brand and a good fit with the property. Viewers felt that the sponsorship enhanced their viewing experience and was seamlessly integrated into the game, which helped the sponsorship stand out and facilitate Ancestry’s leadership position among viewers.
Source: Dynata, A18+, Ancestry during College Football games on NBC 10/6-11/24/23
On Social, Ancestry’s campaign videos on Facebook and Instagram surpassed NBC Universal Engagement Rate benchmarks by 61.45% and 30.29%, respectively, proving the content resonated greatly with NBC Sports and target audiences.
Source: Instagram/Facebook Analytics
