TEGNA Station Spotlight: KFMB is Working for San Diego with Trustworthy Journalism 

Public trust, truth, and transparency have enormous value in the age of misinformation. Luckily, local broadcast news stations like TEGNA’s CBS 8 in San Diego help cultivate a feeling of confidence among its audience, creating a sense of trust in the community it serves.  

“People trust us with their stories. They want us to help them to get something done, and it’s up to us to put that work in, to put that effort in, and make something happen to make their lives better,” says Carlo Cecchetto, evening anchor for CBS 8.  

“Whether through our broadcast or our social media, or, in my case, through forecasts, we know the reliable sources to go to and also to be that reliable source for you. We are working for you every single day,” adds Karlene Chavis, Chief Meteorologist.  

Trustworthy News & The Halo Effect   

These values held in social responsibility are just one reason local broadcast news tops in trust, according to TVB’s 2023 Media Comparisons Study. For TEGNA’s advertising partners, the news-trust halo extends to their brands, which describes the brand lift marketers see when advertising in the news. The more trusted the news source, the more influential the halo.  

Studies have shown that consumers are more likely to trust – and buy from – brands that advertise alongside sources of information they trust, such as local TV news stations. The theory is that these brands benefit from the halo effect, which, in this case, can be described as the news’s positive influence on the brand advertiser. For example, if a viewer has a positive picture of CBS 8, Chavis, and Cecchetto, the more likely viewers are to have a positive outlook on a product or service advertised on that channel. 

Fostering Hope
Another example of the halo effect can be demonstrated with Fostering Hope, a community outreach program – sponsored by Health and Human Services of San Diego and Live Well San Diego – which helps in supporting foster youth in a variety of ways. With these sponsorships, these brands showcase their commitment and brand purpose to the local community.  

This is important for a few reasons, as 2020 Zeno Strength of Purpose research found that when consumers feel alignment with a brand’s purpose, they are:  

• 4X more likely to purchase from the brand      
• 4.5X more likely to champion the brand and recommend it to others  
• 4.1X more likely to trust the company     

What Does This Mean for Brand Advertisers?   

Simply put, consumers increasingly trust their local news teams, especially as teams like in San Diego continue their commitment to serving the greater good of their communities through trusted journalism and community service.   

For advertisers that partner with local news stations to amplify their messages, whether via Broadcast, Streaming, or Digital – the benefits are many, including: 

• Building brand awareness   
• Generating trust and developing a good reputation 
• Connecting to live & local audiences to expand reach 
• High ad recall & purchase intent   

Advertising, especially alongside trusted local news broadcasts, reaffirms a brand’s place in the community and showcases that your brand can also be trusted with the right frequency and exposure to target audiences. By aligning with the unique content opportunities that TEGNA offers, your brand has an opportunity to be the talk of the town.  

TEGNA delivers proven results through simplified multi-platform advertising solutions that connect your business to the audiences that matter most via Broadcast TV, Streaming Advertising, and Digital Solutions, including Targeted Display & Retargeting,​ as well as campaign measurement ​and optimization with ​TEGNA Attribution. ​TEGNA stations also offer a variety of customizable content sponsorships, as illustrated above.   

Let’s get in touch if you’re thinking of amplifying your brand’s TV efforts or joining TEGNA affiliates to serve the greater good of our communities.