NBC seems to tacitly approve of these videos (NBCNews.com even dryly reported on the release of "Baby Got Back") -- but why? The highly viral Williams-rap videos are great for "The Tonight Show," but what do Williams and "NBC Nightly News" get out of the deal?
For one thing, the videos probably remind younger viewers that nightly newscasts still even exist, and that Williams is arguably the least stuffy and most accessible of the network anchors. It's clear from his "Saturday Night Live" and talk show appearances, as well as the version of himself he played on "30 Rock," that Williams doesn't take himself too seriously -- which is obviously appealing to news consumers raised on "The Daily Show" and "The Colbert Report."
Though "NBC Nightly News" maintains its ratings lead on the competition, it's worth noting that today ABC News put out a press release titled "'World News' Is The Only Evening Newscast to Grow in The Adults 25-54 Demo (+14%) From Last Year."
Keep rapping, Brian.
Simon Dumenco is the "Media Guy" columnist for Advertising Age. You can follow him on Twitter @simondumenco.