ABOUT THE AGENCIES BEHIND THE WORK

Code and Theory works with a best-in-class, diverse, global client base. At the core of our work sits the strategy and analytics teams, which focuses on consumer-first, omni-channel solutions throughout the entire customer journey.

Explore the entire Big Board case study here

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The Ultimate Data Storytelling Platform

NBC’s Big Board processes over 10 million data points from 16 years of electoral history, transforming complex data into clear, actionable insights live on air. Working in tandem with the NBC team, Code and Theory built the Big Board to be both a co-host and a trusted source of truth, ensuring accuracy, timeliness and ease of use as the news unfolds. Its impact has been tangible for NBC and its audience, driving consistently higher viewership across linear and digital streaming channels.

Precision-tested Technology

The Big Board embodies NBC’s commitment to accuracy with its state-of-the-art technology. Code and Theory leveraged AI to simulate millions of real-time election scenarios, built 8 unique apps from scratch—all managed in a single codebase—and dedicated thousands of hours to unifying complex mapping technology for broadcast TV distribution and digital.

The result is an experience without blemish in more than 10,000 broadcast hours.

A Co-host and a Dance Partner — All In One

The Big Board is the perfect “dance partner” for hosts during election coverage. Code and Theory researched how NBC’s hosts interacted with data and behaved under stress. Today, the Big Board anticipates the host’s needs as a presenter to better translate complex election data into an understandable, interactive visual spectacle as the news unfolds.

Fueling the Nation’s Need for Speed

Real-time election results from over 16,000 geographies in the U.S. concurrently — delivered in just 4 seconds. The Big Board has over 100FPS rendering power, making it the fastest on-air data-mapping tool in production today. Advanced caching strategies and system integrations enable swift data processing, instantaneously keeping viewers informed and engaged.

Technology Built for Speed and Scale

Code and Theory’s Engineering team developed the Big Board’s infrastructure to efficiently handle approximately 56 datasets for various elections since 2008, encompassing core race types like presidential, house, senate, and gubernatorial races and additional race types such as Lt. Gov, Secretary of State, and Ballot Measures.

The agency built a scalable architecture that ensures customization across NBC’s top platforms in English and Spanish, including two networks (NBC and MSNBC), various TV shows (Today Show, Meet the Press, Telemundo, Morning Joe, The Rachel Maddow Show), NBC News Now’s YouTube channel and the “Kornacki Cam” YouTube stream.

It took nearly a year of trial and error to achieve zero errors.

A Legacy of Impact

The National Broadcasting Company (NBC) launched on November 15, 1926, making it the oldest broadcasting network in the United States. Almost 100 years later, NBC News is breaking barriers, tapping into innovative technology and cutting-edge design to reimagine the Big Board and political coverage at large.

Impact & Key Takeaways

Impact: 

• :04 Seconds to deliver over 10M data points in real-time from anywhere
• 16 years of elections available during broadcast across multiple networks at once
• 8 Big Board apps, all built and managed in a single codebase
• The fastest on-air data-mapping tool in production, with over 100FPS rendering
• 4X Winner in New York Festival Awards across Innovation, Technological Innovation, Data Storytelling and Data Innovation

Key Takeaways: 

• Set a new standard in data-storytelling, processing and election coverage
• Delivered error-free data that’s reinstilling trust in election reporting
• Developed a flexible design system to scale across NBC’s broadcast and digital properties
• Built technical infrastructure prioritizing advanced data modeling, system integration, and security safeguards

Wondering where to begin with AI implementation in your organization?

Email Beth Sidhu, Chief Brand and Communications Officer at Stagwell, to discuss how we can support your organization’s digital goals.