Walmart, GEICO and Ancestry Among Top Advertisers for History's 'Roots' Reboot

Related: Major Pressure on ‘Roots’ Rebooters to Do the Original Justice

The Roots reboot, developed by History through A+E Studios, kicked off with a robust 8.5 million viewers on its first night (across History and its simulcasting siblings Lifetime, LMN and A&E). The eight-hour, four-night miniseries wraps up Thursday night. looked at the marketers/brands backing Roots during its first three nights. Though usual-suspect major marketers including Walmart, GEICO and Lincoln are among the top 10, a couple of marketers stand out for their resonance with the miniseries’ sweeping, multigenerational historical subtext:, the genealogy research site, and 23andMe, the Silicon Valley biotechnology company that sells a personal genome testing service.

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