To the "the grandfather of all luminance coefficients" ... https://www.earlytelevision.org/pdf/ntsc_signal_specificatio... from 1953.
Page 5 has:
Eq' = 0.41 (Eb' - Ey') + 0.48 (Er' - Ey')
Ei' = -0.27(Eb' - Ey') + 0.74 (Er' - Ey')
Ey' = 0.30Er' + 0.59Eg' + 0.11Eb'
The last equation are those coefficients.
I was actually researching why PAL YUV has the same(-ish) coefficients, while forgetting that PAL is essentially a refinement of the NTSC color standard (PAL stands for phase-alternating line, which solves much of NTSC's color drift issues early in its life).