NBC News Launches Marketing Campaign About 'Trust'

NBC News has debuted its "Reporting for America" marketing campaign, directly tackling widespread public distrust in journalism by positioning the network as a beacon of factual, civil reporting amid a polarized media landscape. 

The multi-platform push, the network's first major promotional effort in years, features a 60-second TV spot capturing everyday Americans' frustrations—"I turned off news altogether" and "It's all bullsh–"—before transitioning to anchors like Savannah Guthrie, Craig Melvin, and Lester Holt delivering "the facts first" with composure and insight.

Timed to air nationally during NFL games and on streaming services like Disney+ and Netflix, the campaign extends to digital takeovers on The New York Times homepage, Apple News, and Vanity Fair; billboards in Times Square and key markets; radio spots; and social media activations. 

"People are not disinterested in news. Rather, they are hungry for civil discourse and trustworthy reporting that can empower them to make up their own minds. Exactly what NBC News stands for," stated Cesar Conde, Chairman of NBCUniversal News Group, in an internal memo.

The initiative stems from months of audience research revealing a demand for unbiased, empowering journalism, as trust in media hits historic lows— with only 32% of Americans expressing confidence in news organizations per recent Gallup polls. 

Conde, who took the helm in 2020, has long called trust the "biggest currency" for news outlets, and this campaign aligns with NBC News' pivot toward its broadcast roots following the planned 2026 spin-off of MSNBC and CNBC into a separate entity called Versant, distancing it from perceived partisan leanings.

NBC News, a cornerstone of the NBCUniversal portfolio since 1940, has faced industry-wide challenges including cord-cutting and misinformation surges, prompting this reaffirmation of its public service ethos. Early indicators suggest the campaign resonates, echoing broader efforts by peers like ABC News' "Be the Story" to rebuild credibility in an era where 70% of U.S. adults report media fatigue.