{"id":11991,"date":"2023-04-03T07:39:33","date_gmt":"2023-04-03T14:39:33","guid":{"rendered":"https:\/\/tegnacorpstage.wpengine.com\/advertise\/?p=11991"},"modified":"2024-08-23T11:59:35","modified_gmt":"2024-08-23T18:59:35","slug":"tegna-station-spotlight-kfmb-is-working-for-san-diego-with-trustworthy-journalism","status":"publish","type":"post","link":"https:\/\/www.tegna.com\/advertise\/tegna-station-spotlight-kfmb-is-working-for-san-diego-with-trustworthy-journalism\/","title":{"rendered":"TEGNA Station Spotlight: KFMB is Working for San Diego with Trustworthy Journalism\u00a0"},"content":{"rendered":"

Public trust, truth, and transparency have enormous value in the age of misinformation. Luckily, local broadcast news stations like <\/span>TEGNA\u2019s CBS 8 in San Diego<\/span><\/a> help cultivate a feeling of confidence among its audience, creating a sense of trust in the community it serves.\u00a0<\/span>\u00a0<\/span><\/p>\n

\u201cPeople 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,\u201d says <\/span>Carlo Cecchetto<\/span><\/a>, evening anchor for CBS 8.\u00a0<\/span>\u00a0<\/span><\/p>\n

\u201cWhether 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,\u201d adds <\/span>Karlene Chavis<\/span><\/a>, Chief Meteorologist.\u00a0<\/span>\u00a0<\/span><\/p>\n

Trustworthy News & The Halo Effect\u00a0\u00a0<\/span><\/b>\u00a0<\/span><\/h2>\n

These values held in social responsibility are just one reason local broadcast news tops in trust, according to <\/span>TVB\u2019s 2023 Media Comparisons Study<\/span><\/a>. For TEGNA\u2019s 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.\u00a0<\/span>\u00a0<\/span><\/p>\n

Studies have shown<\/span><\/a> that consumers are more likely to trust \u2013 and buy from \u2013 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<\/a>, which, in this case, can be described as the news\u2019s 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.\u00a0<\/span><\/p>\n

Fostering Hope
\n<\/span><\/b>Another example of the halo effect can be demonstrated with <\/span>Fostering Hope<\/span><\/a>, 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.\u00a0<\/span>\u00a0<\/span><\/p>\n

This is important for a few reasons, as <\/span>2020 Zeno Strength of Purpose research<\/span><\/a> found that when consumers feel alignment with a brand\u2019s purpose, they are:\u00a0\u00a0<\/span><\/p>\n