Connecting Your Brand With Our Community

Hi there,

That “Good Will Dunkin’” Super Bowl ad made me laugh — but those AI-youngened celebrities? Creepy. AI is in that weird space right now: it’s here, but it’s not quite there yet. You can still feel when something isn’t quite human.

And honestly, that’s why real stories matter more than ever. People connect with people. GBH has known that for 75 years, and it’s exactly why brands that sponsor GBH earn something priceless: trust. Today, trust is becoming the deciding factor in whether people pay attention, engage, or buy.

See what’s happening out there and how GBH can help you stay ahead.

Karlis Collins, Director of Marketing

What’s happening out there?

Trust Is Becoming the Core Currency of Marketing

Customers are becoming more selective about the brands they give their time and money to. Trust is now the deciding factor. NIQ’s latest 2026 Consumer Outlook finds that 95% of consumers say trust is critical when choosing a brand, making it one of the strongest drivers of purchase behavior globally.*

Attest’s 2026 U.S. Consumer Trends Report reinforces this shift: in a year of cautious spending and declining loyalty, trust determines whether people spend with a brand at all.**

From the brand side, Kantar’s 2026 Marketing Trends report finds that companies that “show up consistently” and communicate with clarity and credibility are the ones that continue to grow.***

For New England marketers, the takeaway is simple: when trust drives consumer choice, your message resonates more deeply in environments where trust is already earned.

What’s happening at GBH?

• Brush up on Black History this month with PBS documentaries and GBH originals.
• GBH News is visiting all 26 gateway cities in Greater Boston, highlighting communities that are often left out of the news cycle.
• Catching The Codfather, GBH News’ latest podcast, launched this month. Enjoy with companion videos from the GBH Archives on YouTube.
• THANK YOU to our presenting sponsor Roger’s Fish Co.!
• Michelin recognized chef Tracy Chang joins GBH Amplifies, our weekly community conversation at GBH’s Boston Public Library Studio.

Don’t Miss This

GBH: More Than Radio and TV

If you still think GBH is just radio and TV, think again. People consume media all day across countless platforms, and that fragmentation makes it harder than ever for marketers to reliably reach target audiences. That’s why, over the last several years, we’ve been innovating and testing new ways to put your message in front of our loyal audience.

Our latest digital offerings make it easy for you to reach your target consumers when they’re ready to hear your message:

The media landscape is fragmented. GBH is trusted on all platforms. That trust is your secret weapon. Get started today.

Sponsor Spotlight

G.M. Roth Design Remodeling—award-winning design-build firm delivering custom renovations with integrity and craftsmanship since 1986.

A word from our Sponsor:

“We believe strong communities are built through education, culture, and trusted information. Supporting GBH connects our brand with thoughtful homeowners who value quality and craftsmanship.”

– Dean Rascoe | Director of Sales and Marketing

G.M. Roth Design Remodeling sponsors GBH radio and digital

Why is this newsletter called the Halo?

Our audience trusts us and, in turn, our sponsors. That’s the halo effect and it’s unique to public media. Sponsor GBH to align your brand with the nation’s flagship public media organization.

GBH offers sponsorship packages that can include audio, video, digital and events.

GBH Radio: GBH 89.7 | CRB Classical 99.5 | CAI

GBH TV: GBH 2 | GBH 44 | PBS KIDS

Is Your Brand on a “Flight to Quality” Now?

Hi there,

If you’re wondering what happened to that rested feeling you had after winter break, you’re not alone. I feel that way, too. 2026 is here, and it’s shaping up to be another rough one for marketers.

Election-year ad clutter, rising media costs, and a trust deficit are changing the game. (And we’re still trying to figure out how AI actually fits in.) The good news? GBH offers a brand-safe, trusted environment for your message—without political ads. Keep reading to see how to make that your competitive advantage.

Until next month,

Karlis Collins, Director of Marketing

What’s happening out there?

2026 Strategy: Navigating the “Trust Deficit” and Election Noise

This year, marketers face two major headwinds: a trust crisis and media clutter. Trust in national platforms is at an all-time low, while skepticism toward advertising continues to rise. For brands, this means that where you show up matters as much as what you say.

Add to that the chaos of an election year: billions in political ad spending will flood commercial radio, TV, and digital channels. The result?

Higher media costs as inventory tightens.

Lower ad effectiveness when your message appears next to polarizing political content.

Risk of negative sentiment that can damage brand reputation.

Marketers are already responding. Industry analysts at Kantar and DoubleVerify report a growing “flight to quality” — brands shifting budgets to trusted, uncluttered environments where their message isn’t competing with political noise.

In a year of divided opinions, credibility and stability are your greatest competitive advantages. That’s where GBH comes in: Greater Boston’s most trusted local media outlet offers a brand-safe environment with no political ads—just independent reporting your customers value.

What’s happening at GBH?

• GBH News to Launch New Multiplatform Show in February
• Discover MA’s role in the American Revolution in the series From Colony to Commonwealth
• V-day idea! Attend a live studio taping of Stories from the Stage
• Comedian Josh Gondelman and GBH tour Boston’s “Roast Beef Riviera”

Don’t Miss This

GBH News: Trusted, Local and Everywhere Your Audience Is

In a year of media clutter, GBH offers something rare: a brand-safe, trusted environment across multiple platforms—without political ads. When you sponsor GBH News, your message reaches engaged audiences where they live, work, and stream:

GBH 89.7 Radio

The anchor of GBH News, with NPR and local reporting

GBH.org

Livestreams and local stories, plus non-skippable pre-roll

GBH Daily Newsletter

Direct to inbox for thousands of loyal readers

@GBHNews on YouTube

Long and short-form video content for digital audiences

Our journalism doesn’t just inform—it drives change. After GBH reported on a local resident’s 3-hour bus ride for groceries, city officials began addressing food access in that community.

Sponsor Spotlight

CSCA offers over 50 years of New England culinary excellence, uniting classic fundamentals, global cuisines, professional chef training, and home-cook education.

A word from our Sponsor:

“CSCA is a proud sponsor of GBH. As someone who grew up watching Julia Child on GBH, we are excited to support the news, food, and arts programming our community values and relies on.”

– Sean P. Leonard | Executive Director

CSCA sponsors radio, TV, digital, and events

Why is this newsletter called the Halo?

Our audience trusts us and, in turn, our sponsors. That’s the halo effect and it’s unique to public media. Sponsor GBH to align your brand with the nation’s flagship public media organization.

GBH offers sponsorship packages that can include audio, video, digital and events.

GBH Radio: GBH 89.7 | CRB Classical 99.5 | CAI

GBH TV: GBH 2 | GBH 44 | PBS KIDS

What New England Businesses Said Matters Most

Hi there,

Last month, you told us what matters most to you and your business. Here’s what you said:

• 38% – The positive impact of corporate support on the local community and public media.
• 33% – Reaching a loyal, local audience with influence and higher-than-market average buying power.
• 29% – The need for a brand safe environment to protect your company.

It’s clear that New England businesses care about the communities they operate in and want to be good corporate citizens. GBH shares that mission, and we look forward to partnering with you to deliver that mission. Here’s to our working together in 2026!

Karlis Collins, Director of Marketing

What’s happening out there?

🎙️ Radio’s Reach Remains Strong—Even in 2026

Media is quickly experiencing seismic shifts. The recent drama between Netflix, WarnerBros Discovery, and Paramount is an incredible example of how a single change has the potential to upend what we know and introduce a whole new set of rules. So, it’s easy for marketers to think that, in 2026, none of the tried-and-true media channels will still work. But that’s simply not true about AM/FM radio.

Despite the rise of streaming platforms, AM/FM radio continues to dominate ad-supported audio listening time. According to Edison Research’s Share of Ear study, AM/FM accounts for 64% of ad-supported audio listening among adults 18+, and 75% for A50+, while streaming services like Spotify and Pandora combined reach just 18%. Why? Radio delivers scale, trust, and local relevance—qualities that digital-only platforms struggle to match.

And if you’ve ever driven around Greater Boston, you know you can find yourself in your car, in traffic much longer than you could have planned for.

This is a reminder that radio isn’t just surviving—it’s thriving. And it’s a key method of extending the reach of your marketing plans. Take it a step further with public radio which is known for building trust and strengthening community.

GBH 89.7 is Boston’s local NPR. Our sister station, Classical CRB 99.5 provides an oasis on the airwaves. And CAI, our radio service on the Cape & Islands, celebrates the uniqueness of the region while discussing common issues. To learn more about sponsoring GBH radio, fill out this form or email lcs@wgbh.org.

Marketers are already responding. Industry analysts at Kantar and DoubleVerify report a growing “flight to quality” — brands shifting budgets to trusted, uncluttered environments where their message isn’t competing with political noise.

In a year of divided opinions, credibility and stability are your greatest competitive advantages. That’s where GBH comes in: Greater Boston’s most trusted local media outlet offers a brand-safe environment with no political ads—just independent reporting your customers value.

What’s happening at GBH?

• CRB Classical 99.5 is the destination for classical holiday music
• Watch: GBH’s short doc, Love, Chinatown, shares local history through the lens of local activists
• CAI, the Cape & Islands NPR station, celebrates 25 years and a new building
• Stories from the Stage celebrates love and storytelling at annual event
• Meet the 2025 Apsell GBH STEM Boston Public Schools Scholars

Don’t Miss This

🎧 New Podcast: Catching the Codfather

Coming this January, Catching the Codfather, is a true crime podcast with salt in its veins and scandal at its core. Codfather is a six-part series that follows Carlos Rafael, a legendary New England fishing mogul taken down in a federal sting—who claims he’s the hero, not the villain. It’s Deadliest Catch meets Dirty John, set against the backdrop of a larger American tension: regulation vs. rugged independence.

Codfather is the latest installment of GBH News’ award-winning investigative podcast series, The Big Dig. Each season uncovers different facets of society — infrastructure, gambling, food, healthcare — that connect to tell the story of modern America. Critical acclaim for The Big Dig:

Podcasts turn listeners into customers: 76% of podcast listeners have purchased a brand after hearing an ad from the podcast creator. Public media podcasts do even more for sponsors, increasing positive sentiment toward the company: 77% of podcast listeners hold a more positive opinion of brands that support NPR.

GBH offers original podcasts, like Codfather, and popular PRX podcasts like Normal Gossip, Sleep With Me, and The New Yorker podcast series.

Sponsor Spotlight

Since 1916, Minus33 Merino Wool has specialized in all-natural merino base layers, underwear, outerwear and NH-Made Merino socks.

A word from our Sponsor:

“We chose to sponsor GBH because its educated listeners value quality, not only in their local radio programming, but also in the products they choose to bring into their lives. GBH provides an ideal platform for us to share our brand message with people who cherish the outdoors and seek sustainable, quality Merino clothing to help them explore it.”

– Mike Bednaz | Director of Marketing

Minus33 Merino Wool sponsors GBH 89.7, GBH.org, Podcasts

Why is this newsletter called the Halo?

Our audience trusts us and, in turn, our sponsors. That’s the halo effect and it’s unique to public media. Sponsor GBH to align your brand with the nation’s flagship public media organization.

GBH offers sponsorship packages that can include audio, video, digital and events.

GBH Radio: GBH 89.7 | CRB Classical 99.5 | CAI

GBH TV: GBH 2 | GBH 44 | PBS KIDS

What New England Businesses Said Matters Most

Hi there,

It’s a brand new day. GBH, and the public media system, are no longer supported by federal funds. It’s a difficult reality, but it’s also an opportunity. GBH is on the fast track to transforming into a 21st century digital powerhouse, broadening our impact, reaching more people than ever, and emerging stronger, proudly independent, and more capable of meeting the needs of the public we serve.

Your company is part of the public we serve. We’re dedicated to bringing you the most relevant insights on connecting with New England’s most influential audience. To serve you better, we’re using this time of transformation to refine how we share information.
First, let’s start with what you want.

Please take a moment to tell us what matters most to you and your business? (Choose one.)

• The need for a brand-safe environment to promote your company
• Reaching a loyal, local audience with influence and higher than market average buying power
• The positive impact of corporate support on the local community and public media

Your input will be invaluable to our team as we look ahead to the future of The Halo

Karlis Collins, Director of Marketing

What’s happening out there?

Holiday Shopping Down in Boston and Nationwide 🛒

Economic uncertainty could put a damper on the holidays. Deloitte’s Holiday Retail Survey shows that holiday spending will be down 10% nationwide, and the Boston Business Journal (requires subscription) reports a 3% decline in Greater Boston. Customers will be on the hunt for deals while brand loyalty wanes.

What would a consumer trend report in 2025 be without mentioning AI? More and more shoppers, particularly younger ones, are using AI to look for lower prices, create shopping lists, and aggregate consumer reviews.

What do you need to do to make your brand shine this season?

“For small businesses, creating an emotional connection with customers and being involved in their local communities will be important in addition to keeping prices as low as possible.” Says Anthony Jardim, principal at Deloitte Consulting. The report also suggests that retailers should try to offer value beyond price tag. For example, how can you make holiday shopping less stressful? Or can you surprise and delight your customers, so they feel they are getting more than they pay for?

For another way to stand out, may we suggest a partnership with your local public media station? GBH is the most trusted media outlet in Greater Boston.* That trust carries over to our sponsors, leading to business outcomes. Find out more by downloading the findings from
our TV and radio audience survey.

What’s happening at GBH?

• 17 MA schools to compete on season 17 of GBH’s High School Quiz Show
• GBH productions were honored with three Emmys at the 46th annual News & Documentary Emmy Awards
• Jazz, poetry and community conversations at GBH’s Boston Public Library Studio
• GBH’s response to the end of federal funding

Don’t Miss This

New Dramas Coming in 2026

Long walks on a summer day are nice. Curling up on the couch with a warm drink and a furry friend or blanket is a luxury. As New England enters cozy season, local TV viewers turn to GBH for high quality programs that make staying in more fun than going out.

GBH’s discerning and loyal viewers will turn into GBH 2 for the quality and escape that only public media can offer. Your brand can be seamlessly aligned with the joy and anticipation our audience feels for the early 2026 return of MASTERPIECE:

• The heartwarming comfort of All Creatures Great & Small
• The sharp witted excitement of Miss Scarlet
• The grand adventure and prestige of the brand new series Count of Monte Cristo and the highly anticipated The Forsytes

• Reach a loyal audience: The GBH audience is made up of decision makers and tastemakers who prioritize quality and brand reputation over low prices.
• Improve brand perception: GBH viewers see our sponsors as good corporate citizens who make their favorite dramas and mysteries possible.**
• Connect wherever they are: Expand your messaging beyond broadcast and reach your customers on digital channels, from livestream pre-roll to newsletters.

As reported above, emotional connection and community involvement will be the key to making your company stand out amongst the holiday advertising clutter.

Sponsor Spotlight

M. Steinert & Sons has been helping generations of New Englanders achieve the sense of fulfillment and joy that’s possible from owning a piano. New England’s authorized dealer of Steinway & Sons pianos since 1860.

A word from our Sponsor:

“M. Steinert & Sons has been a sponsor of GBH and CRB for 30 or more years. The audience aligns with our customers and the support for arts, music, and education are critical to our company and our region’s success.”

M. Steinert & Sons sponsors GBH Radio, CRB Radio, Online, Newsletters

Why is this newsletter called the Halo?

Our audience trusts us and, in turn, our sponsors. That’s the halo effect and it’s unique to public media. Sponsor GBH to align your brand with the nation’s flagship public media organization.

GBH offers sponsorship packages that can include audio, video, digital and events.

GBH Radio: GBH 89.7 | CRB Classical 99.5 | CAI

GBH TV: GBH 2 | GBH 44 | PBS KIDS

Connecting Your Brand With Our Community

Hi there,

A few weeks ago, I watched Jayson Tatum of the Boston Celtics return after missing 62 games with an Achilles injury. I held my breath as I watched – excited, but nervous he’d get hurt again. Then an ad (of course) aired that summed up Tatum’s journey in 30 seconds: the setback, the climb, and the comeback. It pulled me right in, and by the end, I wanted to buy the shoes!

That’s the power of authentic storytelling. And it’s the kind of storytelling that GBH has championed for 75 years. Let’s build your story together. Keep reading to find out how.

Karlis Collins, Director of Marketing

Tell your brand’s story. Become a sponsor today.

What’s happening out there?

Audiences Are Seeking Human Narratives

Across 2026 research, both consumers and marketers are aligned on one thing: authentic, values-driven storytelling is what matters now.

From the consumer side, Clutch reports that 97% of consumers say authenticity matters when choosing whether to support a brand, and 81% will stop supporting a brand if it no longer feels genuine.*

Marketers are responding. HubSpot’s 2026 State of Marketing shows that nearly half of marketers are prioritizing content that reflects brand values – a shift driven by the need to stand out in a landscape that is flooded with AI-generated content.**

Kantar echoes this, emphasizing that brands who stay true to who they are create meaningful differentiation, while Lippincott’s cultural analysis finds that brands that build emotional and cultural connection earn longer-term relevance.***

In a world where anyone can produce polished content with the help of AI, audiences gravitate toward stories that feel real: consistent, transparent and created with a human touch. That’s why authenticity is more than a trend – it’s an expectation.

And for 75 years, GBH has delivered exactly that. GBH prides itself on 75 years of authentic storytelling.

Our audience knows sponsors make their favorite programs possible, and that transparency builds trust. When your brand shows up here, you’re aligning with a storytelling legacy audiences already believe in.

What’s happening at GBH?

• Fabiola Méndez performs live at GBH to honor International Jazz Day
• James Hills (host of Java with Jimmy) holds an open discussion about what matters to New England residents
• Have you heard Catching the Codfather yet? Listeners are hooked.
• View GBH’s 2026 Annual Report

Don’t Miss This

GBH Turns 75!

2026 marks 75 years of independence, innovation, and public-service storytelling that has shaped New England for generations. To honor this moment, we’ve created a GBH 75 sponsorship package (click to download info) with three impactful ways to connect with our audience:

Whether you’re looking to make a splash at the gala, create meaningful storytelling, or reach New Englanders across GBH’s full ecosystem, our 75th package offers a powerful way to show up.

Sponsor Spotlight

Boston Ski + Tennis — Boston Ski + Tennis is a one-stop shop for ski, snowboard and racquet sports with stores in Newton and Westborough, plus online at www.bostonskiandtennis.com.

A word from our Sponsor:

“GBH has been ingrained in the Boston community for decades and the hosts treat each other like a family. Boston Ski + Tennis, a local family-owned retailer, also strives to be an important part of the communities we serve. Plus, we call ourselves the BST Family. Our BST Family is proud to sponsor the GBH family, and of course it helps us too.”

– Mike Carroll | President & CFO

Boston Ski + Tennis sponsors GBH radio, digital, and podcasts.

Sources

* Brand Authenticity Playbook for 2026: What Consumers Really Care About, Clutch.co, Feb. 2026.
**2026 State of Marketing, Hubspot, Feb. 2026.
*** “The 12 brand, marketing and experience trends set to define 2026,” Lippincott, Dec. 2025.

Why is this newsletter called the Halo?

Our audience trusts us and, in turn, our sponsors. That’s the halo effect and it’s unique to public media. Sponsor GBH to align your brand with the nation’s flagship public media organization.

GBH offers sponsorship packages that can include audio, video, digital and events.

GBH Radio: GBH 89.7 | CRB Classical 99.5 | CAI

GBH TV: GBH 2 | GBH 44 | PBS KIDS

Quick Heads-Up:

Holiday sponsorship inventory is moving fast—it’s time to sleigh this season! We’ve pulled together the strategic insights and the bright opportunities you need to make your marketing list and check it twice. Let’s make sure you secure your spot!

Introduction

Fund the Future with GBH

Congress told us to go fund ourselves—and with your help, we can. GBH is in its post-federal funding era, and sponsorship plays a critical role in sustaining trusted public media. When you sponsor GBH, you put your brand in front of an engaged audience AND help protect independent journalism and ensure universal public access to trusted programs and educational content.

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Spreading Cheer Across Every Platform

Hot cocoa, twinkling lights, holiday traditions—your brand can be part of the moments that matter most! GBH’s audience is loyal, engaged, and highly discerning. While others are busy wrapping up last-minute logistics, you can align with a trusted brand that our community genuinely loves.

Why GBH shines bright this season:

GBH 89.7 ranks #1 for household net worth in the Boston metro.*

Our listeners and viewers prioritize quality and brand reputation over low prices.

Over two-thirds of GBH’s audience prefers to purchase from sponsors.**

Spread the cheer on radio, TV, digital, and events.

Download Our Holiday Guide

GBH HOLIDAY PROGRAMS

What’s happening out there?

Getting on the Nice List

Consumers aren’t just chasing deals—they’re looking for brands that feel authentic and trustworthy. PwC reports that shoppers want value and meaning, and brands that deliver emotional connection win loyalty.*** This is where GBH excels! Aligning with us helps your brand stand out from the frosty commercial clutter and reminds audiences that you’re a brand they can trust during the season of goodwill.

What’s happening at GBH?

Love It? Fund It—And Be Loved for It

GBH’s new campaign, “Love it? Fund it.” reflects a simple truth: without federal funding, we rely on community support to keep trusted public media strong. When you sponsor GBH, you’re part of that effort and our audience notices. Over 80% of GBH listeners and viewers feel more positive about companies that sponsor GBH compared to those that advertise on commercial broadcast.** Sponsorship isn’t just marketing—it’s a partnership that earns goodwill and strengthens your brand during the season of giving.

More Sponsorship Opportunities

Here are some of the latest opportunities to connect with the GBH community: Invest in a Blockbuster: Be an early partner for the newest season of The Big Dig, GBH News’ investigative podcast series, coming January 2026. This podcast is destined to be a holiday hit. Get in now while the show is still in development. Previous seasons earned critical acclaim, including TIME’s “100 Best Podcasts of All Time” and Vulture’s “The Best Podcasts of 2025 (So Far)”. Engage with the Community Live: Say goodbye to clutter by sponsoring a GBH event. Upcoming opportunities include the holiday concert Illuminate Bach, Jazz Nights at the Boston Public Library, and NOVA Trivia Nights. It’s a fantastic way to sparkle and connect with engaged, local audiences. On-Demand, Unskippable Attention: Want viewers’ full attention? When audiences use the PBS App to binge-watch favorites like MASTERPIECE (and trust us, they do binge), your message runs as one of only two unskippable ads before the program starts. Your ad is guaranteed to be seen—no one can be a Grinch and skip that!

Yule Be Glad You Did!

Ready to secure your holiday sponsorship? Don’t ho-ho-hold off—reply to this email or fill out our contact form → to start the conversation today!

Sponsor Spotlight

MBTA Commuter Rail: Offering public rail transit to the Greater Boston area. ““We’re proud to support GBH because, like the Commuter Rail, it helps people discover more about the region and the world around them.” – Lizzie Doherty, Interim VP of Passenger Experience, Marketing & Revenue, Keolis Commuter Services MBTA Commuter Rail sponsors Television, and  Radio

---

Sources

*GBH Brand Tracking Survey”, City Square Associates, Feb.2025, in the Boston DMA; ** 2025 LCS TV and Radio Surveys; *** PwC Holiday Outlook 2025, PwC US. Retrieved from pwc.com

Why is this newsletter called the Halo?

Our audience trusts us and, in turn, our sponsors. That’s the halo effect and it’s unique to public media. Sponsor GBH to align your brand with the nation’s flagship public media organization. GBH offers sponsorship packages that can include audio, video, digital and events. GBH Radio: GBH 89.7 | CRB Classical 99.5 | CAI
 GBH TV: GBH 2 | GBH 44 | PBS KIDS      

March 2025

Happy Women’s History Month! Remember to honor the moms, meemaws, aunties, cousins, sisters, wives, colleagues, and gals in your life. We need each other. In this month’s newsletter: NEW LOCAL NEWS PROGRAM COMING TO GBH WHAT’S HAPPENING AD SPENDING DURING THE TRADE WARS PROTECT MY PUBLIC MEDIA DAY Karlis Collins Director of Marketing, LCS

Don’t Miss This

More local. Most trusted.

At a time when local news coverage is declining across the country, GBH News is honored to announce two newly imagined local programs: GBH News Rooted and Greater Boston (new title to be determined). In 1968, GBH debuted Say Brother, a public affairs show focused on the issues and concerns of the Black community. In 1997, the show was rebranded to Basic Black, and GBH’s Callie Crossley was the most recent host.

Host Paris Alston explores current events, elevates underrepresented voices, and highlights joy in the Black experience through discussions and interviews. Rooted will broadcast on YouTube, TV, and radio, reaching audiences where they want, when they want. And they want GBH News Rooted. “Did the Economic Blackout Boycott Work?” garnered 458k views in under a week 1.

Greater Boston, previously hosted by Jim Braude, host of Boston Public Radio on GBH 89.7, will launch later this year and will be distributed across GBH’s platforms. That covers the “more local” part of the headline. Now for “most trusted”. For the third year in a row, GBH was rated as the most trusted media outlet in the Greater Boston area2. When trust in institutions is at an all-time low, this is big news. And it’s an incredible opportunity for sponsors to reach the local community in a brand-safe, trusted environment. We understand that you have many options to choose from when thinking about getting your message out there. We also understand it’s getting harder and harder to decide where to put your message. Contact us to learn why supporting public media through a corporate sponsorship is an effective way to market your business, increase brand visibility, and have a positive impact on the community you operate in. TELL ME MORE

Download fact sheets for more info on the opportunities listed above MEDIA KIT GBH NEWS ROOTED

What’s Happening Out There?

Opportunity amidst uncertainty

…Maybe the question is “What’s not happening out there?” Rising concerns about inflation and trade wars are expected to slow down growth in ad spending – from an 8.7% increase in 2024 to 5.3% in 2025 – according to the Global Advertising & Marketing Spending Forecast 2025-2029 from PQ Media.3 The report also highlights that advertisers are increasingly skeptical of social media as popular platforms relax their content moderation policies. So, what’s the silver lining? The report points to steady consumer spending both online and in brick-and-mortar (read: local) stores. This presents a unique opportunity for businesses to connect with consumers in a trusted and familiar environment. GBH, your one-stop worry-free media shop, is perfectly positioned for this moment. With GBH corporate sponsorship, you can connect with local, loyal consumers across multiple platforms in a brand-safe environment. Our trusted reputation and multi-platform presence ensure your message reaches the right audience without the stress of unpredictable content. Exhale. That sounds pretty good, right? Contact us to learn how partnering with GBH can help you navigate these uncertain times and effectively market your business.

Download fact sheets for more info on the opportunities listed above
MEDIA KIT

What’s Happening At GBH?

On March 6, GBH joined public media stations across the country to celebrate Protect My Public Media Day. In this article, GBH President & CEO Susan Goldberg makes the case for why public media is worth fighting for. Local businesses can do their part to keep public media strong, free, and accessible to all through corporate sponsorship. Contact us to learn how.

But Wait, There’s More

April is Earth month. A curious and eco-friendly audience turns to GBH, the home of NOVA and Nature, for programs that allow them to admire nature’s beauty and gain a greater understanding of how humans and nature connect. Does your company pride itself on its corporate social responsibility or sustainability? The public media audience is 57% more likely to pay more for eco-friendly products & services.4 Learn more about our audience and Earth month programs by downloading the fact sheet below. Sponsor benefits: 15 or 30 spots surrounding programs.

Scratch & Win, the newest podcast from GBH News, just made Vulture’s “The Best Podcasts of 2025 (So Far)” list. Expand the reach of your TV and/or radio sponsorship by adding this and other local podcasts to your package. Sponsor benefits: 15 spot in pre- and/or mid-roll position

Why is this newsletter called the Halo?

Our audience trusts us and, in turn, our sponsors. That’s the halo effect and it’s unique to public media. Sponsor GBH to align your brand with the nation’s flagship public media organization. GBH offers sponsorship packages that can include audio, video, digital and events. GBH Radio: GBH 89.7 | CRB Classical 99.5 | CAI GBH TV: GBH 2 | GBH 44 | PBS KIDS      

April 2025

You may have seen the news about recent proposals to reduce funding for public media. While these attempts, if successful, will impact GBH, we remain steadfast in our mission. We will not stop working to produce programs that foster understanding and community. We will not stop reporting on the stories that matter to our readers, listeners, and viewers.

Do well by doing good. Sponsoring GBH is one way you can help protect your public media. And it makes good business sense. Keep reading to see why.

Looking ahead to a bright future,

Karlis Collins
Director of Marketing, LCS

Don’t Miss This

Public media gives you and your community access to essential educational, local, and cultural programming; trustworthy, in-depth news; and emergency and community-based services. GBH is one of the largest producers of PBS programming, including FRONTLINE, NOVA and MASTERPIECE, and makes it available to public media stations across the country.

When your business sponsors GBH, you are helping us fulfill our mission to enrich people’s lives through storytelling and sharing information. But sponsoring GBH makes business sense too.

The GBH Audience ♥ Corporate Sponsors

GBH listeners, viewers, and streamers:

• Feel more positive about companies that sponsor GBH
• Would consider buying a product or service from a company because they sponsor GBH
• Prefer to purchase from GBH sponsors over companies on commercial broadcast

GBH is committed to delivering stories that matter to our audience whenever and wherever they are. Put your brand in front of this loyal audience and join us in making a difference. Contact us today at  lcs@wgbh.org or reply to this email to get started.

TELL ME MORE

Download fact sheets for more info on the opportunities listed above
MEDIA KIT
GBH OVERVIEW

What’s going on out there?

Too much this month. Let’s take a break. 😉

What’s going on at GBH?

How federal funding in public media works

The public media system is a labyrinth. Edgar B. Herwick III, Host of GBH News’ Curiosity Desk and The Culture Show explains it all in this video:

Featured Sponsorship Opportunities

TELL ME MORE

Download fact sheets for more info on the opportunities listed above GBH NEWS ROOTED SCIENCE & NATURE CBR 99.5

Why is this newsletter called the Halo?

Our audience trusts us and, in turn, our sponsors. That’s the halo effect and it’s unique to public media. Sponsor GBH to align your brand with the nation’s flagship public media organization.

GBH offers sponsorship packages that can include audio, video, digital and events.

GBH Radio: GBH 89.7 | CRB Classical 99.5 | CAI

GBH TV: GBH 2 | GBH 44 | PBS KIDS

June 2025

GBH and the public media system are one step closer to being defunded. The House of Representatives has just passed a rescission bill at the White House’s request, which would strip away $1.1 billion in already approved federal funding for public media. This puts everything that GBH and public media stand for at risk.

The thought of losing public media – an important part of maintaining our democracy and a source of free, safe, educational programming to all families, regardless of income – is hard to reckon with. But our work continues, and I hope you’ll join us in this fight.

Read on to see how your brand can support public media and protect GBH by sponsoring:

• Local news the community trusts
• Heritage months throughout the year
• Exclusive discounts for GBH fans

Our team is taking a much-needed break in July and August.
Until September,

Karlis Collins
GBH, Local Corporate Sponsorship

Don’t Miss This

Put Your Brand Where Trust Lives

As local news outlets across the country face funding cuts and closures, public media remains a vital source of trusted journalism and community connection.

“I feel like GBH is honest and human and HUMANE reporting that has the facts and supports people with respect and compassion…I believe that compassion is not a weakness and that truth and compassion are essential to our lives and our world.”

– a GBH 89.7 listener

GBH is proud to be part of that mission, delivering:

• In-depth reporting that brings clarity to local and national issues
• Programs and events that reflect and celebrate all audiences
• Educational content that informs and inspires the next generation

And the quality speaks for itself: GBH News was recently honored with eight Regional Edward R. Murrow Awards, recognizing our excellence in local journalism across categories like breaking news, investigative reporting, and digital coverage.

When your company sponsors GBH, you’re not just supporting local journalism—you’re aligning your brand with one of the most trusted institutions in media. * That trust matters.
In a time when consumer trust is more valuable than ever, sponsoring GBH is both a civic contribution and a smart business decision. Bolster your sponsorship package with streaming, events, or newsletters.

Let’s talk about how your brand can make an impact.

Download fact sheets for more info on the opportunities listed above
GBH MEDIA KIT

What’s going on out there?

Looking for an edge as rising costs and increased customer scrutiny reshape buying behavior? Here’s a tip: consumers respond to brands that reflect local values, culture, and priorities**—and that’s exactly what public media does. GBH is rooted in New England and trusted by the communities we serve. That trust transfers to our sponsors.

A multiplatform GBH sponsorship will put your brand in front of this loyal audience across trusted platforms. And these days, trust is everything.

What’s going on at GBH?

GBH is proud to celebrate Pride Month with a rich collection of stories that honor the LGBTQ+ community—but our commitment to inclusion doesn’t stop in June. As a public media organization, we serve diverse communities all year long through programs and events that reflect the full spectrum of identities and experiences.

From Pride to Black History Month, AANHPI Heritage, Disability Pride, and more, your brand can align with this mission by sponsoring content that celebrates and uplifts every part of our community. 

Featured Sponsorship Opportunities

Download fact sheets for more info on the opportunities listed above

MASTERPIECE/DRAME

MEMBER DISCOUNT EMAIL

GBH 89.7 WEEKEND

Sponsor Spotlight

Furniture Consignment Gallery | For over 30 years Furniture Consignment Gallery has been powering the circular economy by connecting buyers and sellers of New England’s finest preowned furniture together.

“We have long been engaged listeners of GBH’s programming. Our sponsorship allows our company to connect with other listeners who value fine décor and also care deeply about the circular economy.” 

– Jay Frucci, Owner

Furniture Consignment Gallery sponsors GBH 89.7 radio and streaming, GBH.org, Newsletters

Sources

1. Trust survey
2.  Local Television Advertising Trends: What’s Changing in 2025?. National Media Spots, May 2025.

Why is this newsletter called the Halo?

Our audience trusts us and, in turn, our sponsors. That’s the halo effect and it’s unique to public media. Sponsor GBH to align your brand with the nation’s flagship public media organization.

GBH offers sponsorship packages that can include audio, video, digital and events.

GBH Radio: GBH 89.7 | CRB Classical 99.5 | CAI

GBH TV: GBH 2 | GBH 44 | PBS KIDS

May 2025

Public media is under threat—but GBH is here to stay.

While others debate, we’re focused on the future. We’re continuing to fulfill our mission with purpose and optimism.

And speaking of the future, we’ve just launched our redesigned
Local Corporate Sponsorship website—built to give you a deeper look at our platforms, audience, and opportunities. Check it out.

For a quick look at how your company can do well by doing good, keep reading to discover:

• How to elevate your brand image
• The latest trend in radio
• Ways to reach your customers this summer

Until next time,

Karlis Collins
Director of Marketing, LCS

Don’t Miss This

It matters where you promote your brand

Your company contributes to the quality of life in the communities you serve. That’s our mission, too. And when you sponsor GBH, something powerful happens: the public media halo effect.
This effect means the trust, quality, and goodwill our audience associates with GBH extends to your brand. That trust translates into real business outcomes like increased consideration and preference.

In a time when uncertainty shapes consumer behavior, trust and brand positivity are your competitive edge. Let’s talk about how a multi-platform GBH sponsorship can help you reach your audience wherever they are.

What’s going on out there?

Radio is resilient – and personal

In 2025, radio still accounts for 11–13% of media use across all age groups. Its strength? The personal connection it builds with listeners. (Boston Public Radio listeners often refer to the program as “Jim & Margery”) 😉

🚗 85% of GBH 89.7 listeners tune in while driving
🤝 78% trust GBH sponsors more than commercial radio advertisers*

When people are making tough buying decisions, that personal connection gives your brand an edge. Sponsor GBH and bask in the glow of public media. Contact us to learn how.

What’s going on at GBH?

Award-winning journalism and storytelling—made for sponsorship.

GBH was recently nominated for eight News & Documentary Emmy® Awards, including:

And MASTERPIECE’s Mr. Bates vs The Post Office won a Peabody Award, honoring the most powerful stories in broadcasting and streaming.

These are the kinds of programs your brand can be part of. Let’s connect about sponsorship opportunities.

Featured Sponsorship Opportunities

Why is this newsletter called the Halo?

Our audience trusts us and, in turn, our sponsors. That’s the halo effect and it’s unique to public media. Sponsor GBH to align your brand with the nation’s flagship public media organization.

GBH offers sponsorship packages that can include audio, video, digital and events.

GBH Radio: GBH 89.7 | CRB Classical 99.5 | CAI

GBH TV: GBH 2 | GBH 44 | PBS KIDS