NBC News unveiled a new marketing campaign on Monday that attempts to address low trust in news media, promoting the network as a place for “facts” “clarity” and “calm.”
A 60-second spot opens voices from ordinary Americans expressing frustration with the news environment, including one who says, “I turned off news altogether,” and another who says, “It’s all bull-s–.” As one voice says, “I’m looking for some facts first,” the images of NBC personalities appear, including Craig Melvin, Savannah Guthrie, Richard Engel, Kristen Welker and Tom Llamas.
“If we got clear facts, maybe we can calm down a little,” one voice says.
The spot ends with the slogan “Facts. Clarity. Calm” and “Reporting for America.”
Cesar Conde, chairman of NBCUniversal News Group, wrote in a memo to employees, “Over the past few months, we’ve been listening closely to Americans, and what we’ve heard is clear. 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. ”
The TV spots will air nationally, during NFL games and on connected TV and streaming platforms. Print and digital will include a homepage “takeover” of The New York Times, The New Yorker, Apple News, Yahoo and Vanity Fair. There also will be billboards in Times Square and other major markets, and radio and social media buys.
The campaign is the first significant marketing effort in years. DNA&STONE created the campaign from more than 60 interviews with Americans on their desire for fact-based reporting.
Conde’s note and the ad spot are below:
Hey All,
As we close out the final months of another strong year and look ahead to 2026, we’re pleased to launch a new marketing campaign—one that puts the spotlight on how NBC News brings clarity and civility to our national conversation.
Over the past few months, we’ve been listening closely to Americans, and what we’ve heard is clear. 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.
With our #1 reach and steadfast commitment to premium journalism, NBC News is uniquely positioned to meet this moment. The campaign, Reporting for America, showcases our strength in delivering facts with clarity and calm that respects our audiences. It features voices of Americans whose views on news shaped our insights. You can preview the spots here.
Across NBC News, Telemundo, and Local, we’re proud of what we’ve accomplished in 2025, especially how we’ve continued to lead in ratings and rankings across our shows and platforms in such a competitive landscape. This campaign will build on that success, reaching new audiences while reinforcing what makes us the nation’s most viewed news organization. We look forward to sharing more details at our Chairman’s Update later next week, which you will be getting invitations for shortly.
A special thanks to our marketing team for planning this effort so thoughtfully, and to all our teams throughout our organization for the work that makes this campaign’s themes come to life every day.
Take care,
Cesar