American universities receive millions of dollars worth of media exposure every year via Public Service Announcements (PSAs) broadcast during their respective school's athletic competitions. This research explores the message strategies and executional devices used by NCAA FBS (National Collegiate Athletic Association Football Bowl Subdivision) classification schools during the 2010 football season. This study is the most comprehensive content analysis of this subject matter to date. 115 PSAs were examined, representing 111 of the 120 schools which comprise this tier of American higher education institutions. 51 variables were operationalised and are detailed in this article. These variables include messaging specific to institutional communications, as well as common creative approaches used within television advertising. Findings suggest that there is indeed a "sea of sameness" across these communications and that few schools are creating unique messages. This article continues the theoretical work in this field by refining extant models for communication messages employed by higher education institutions. (Contains 9 tables and 3 figures.)