Powering the Future of Data Journalism
Services
- Data Research, Integration, Modeling and Visualization
- Design Systems
- UI/UX
- Prototyping
- Visual Design
- Interaction and Experience Design
- Technical Architecture
- System Integration
- Security Safeguarding
- Artificial Intelligence Integration
- Quality Assurance
In the lead-up to the most consequential election in a generation, NBC partnered with Code and Theory on a year-long endeavor to completely reimagine, redesign, and rebuild its election coverage Big Board from scratch. The public's growing distrust in the news is, well, news to nobody, and making a reporting error on live TV with millions watching only compounds that sentiment.
We built the Big Board to be the ultimate data storytelling platform. Launched in January 2024, it has equipped NBC’s on-air talent with a data-powered co-host capable of depicting a complex and fast-changing political landscape with unprecedented clarity and speed. Today the Big Board is restoring public confidence during a crucial moment in U.S. history.
Impact
- 9M+ Viewers on Election night 2024, vaulting MSNBC into the most viewed network for the first time in network history, according to Nielsen National Ratings.
- :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
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, we 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. We 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. We 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
Our 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.
We 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.
