A Season of Strategic Planning

September is the perfect time for a fresh start—and a strategic plan for the holidays. At GBH, we’re building exciting new opportunities for you to connect with engaged audiences across New England this fall and winter. From our beloved holiday programming to exclusive broadcast and digital opportunities, your brand can become part of the moments that matter most.

Inside this issue: 

• Holiday Programming: Connect with families and traditions.
• Market Insights: Navigate holiday spending trends.

• Podcast News: Align your brand with award-winning content.
• New Opportunities: Discover fresh ways to engage your audience.

Don’t Miss This

Spreading Cheer Across Every Platform

The holidays are a time for tradition, and GBH provides the trusted, high-quality programming families rely on. Your brand can be featured across our multiplatform holiday specials on TV, radio, and digital channels, reaching an audience that is loyal and highly engaged.

What’s happening out there?

Navigating Holiday Retail Trends

Holiday retail sales are projected to grow about 3%, reaching up to $1.62 trillion, driven by strong e-commerce performance (up 7%–9%). But here’s the nuance: while total sales rise, individual consumers are tightening their budgets. PwC reports that average holiday spending per person will drop 5%, with Gen Z cutting back by 23%1.

What does this mean for your brand? Consumers are still spending, but they’re more selective. That’s where GBH audiences stand out: they prioritize quality and brand reputation over low prices, and they’re up to 66% more likely to have a net worth of $2M or more2. Aligning with GBH during the holidays positions your brand where it matters most—with discerning, high-value consumers.

What’s going on at GBH?

Align with Excellence

Aligning your brand with our award-winning content is a powerful way to enhance your own brand’s reputation and reach a passionate audience.

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New Opportunities to Reach Your Audience

Here are some of the latest opportunities to connect with the GBH community:

Align your brand with beloved shows in 2026 by sponsoring new seasons of fan favorites like High School Quiz Show and All Creatures Great and Small, or the highly anticipated premier of The Forsytes from MASTERPIECE.

Reach highly-localized audiences by sponsoring features like What’s Happening in Worcester and Sports with Esteban Bustillos during All Things Considered on GBH 89.7.

Connect with our community by sponsoring in-person events like Outspoken Saturdays and Jazz Nights at the GBH Studio at the Boston Public Library.

Let’s Make This Season Unforgettable

Ready to discuss how a GBH partnership can help you achieve your goals this holiday season?

Fill out our contact form to start the conversation.

Sponsor Spotlight

MIT Sloan Executive Education: MIT Sloan Executive Education offers non-degree programs for executives and business leaders. These courses allow you to deepen your knowledge and expertise in the topics that interest you and matter most to your organization.

““Change is the only constant. Forward-thinking executives recognize that embracing uncertainty is not just a necessity, but a strategic advantage. By anticipating disruption and leveraging cutting-edge innovations, you can steer your organization toward sustained growth and resilience. Investing in continuous learning and development is essential. You can count on our 90+ courses, Executive Certificates, and Custom Programs to help you secure your position at the forefront of industry advancements.”

– Dr. Peter Hirst, Senior Associate Dean, Executive Education, at the MIT Sloan School of Management

MIT Sloan Executive Education sponsors GBH radio, Streaming radio, Display ads, Audio preroll, and Podcasts

Sources

1. “Holiday Retail Sales Expected To Top $1.61 Trillion, Deloitte Reports”, Forbes.com, September 2025.
2. 2024 MRI-Simmons Fall Doublebase USA, A18+

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

February 2025

It’s been an eventful February so far. Don’t forget to take a moment, be still, and just breathe. You’re still here and you can still do some good today.
In this issue:

• Is CSR just another business buzzword?
• Do consumers want businesses to take a stand?
• New podcasts from GBH

Until next month,

Karlis Collins
Director of Marketing, LCS

Don’t Miss This

“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

CSR is more than a buzzword, and it’s not inherently controversial. It is a fundamental aspect of how companies operate and engage with their communities. When implemented with genuine intent and transparency, CSR initiatives can lead to significant positive impacts on both the community and the business.

GBH has an unwavering commitment to having a positive impact in Greater Boston and across the country:

• Our reporting is locally focused, independent, trustworthy, and professional.
• The programs we produce (including NOVA, ANTIQUES ROADSHOW and MASTERPIECE) are distributed to public media stations all over America.
• GBH events invite the public into our space for joyful encounters, thought provoking discussion, and compelling storytelling.

Your company is invited to join us in this uplifting work through sponsorship. In addition to brand and message exposure across GBH platforms, your business will experience the public media halo effect: when the trust audiences put in GBH transfers to our sponsors.

Sponsoring GBH is not just a marketing strategy—it’s a testament to your dedication to making a positive impact on the community. Contact us to learn how you can promote your business and contribute to the greater good with a GBH sponsorship.

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

What’s going on out there?

If you’re asking yourself, “Is it safe to make my company’s [fill in the blank] policy public? We’re committed internally, but how will our customers react?,” your hesitation is valid. The recent cultural and political shifts have forced companies into a tricky situation. Take heart: consumers do care about your mission and commitment to doing good.

The question, then, is not “should my company weigh in?” but rather “how can my company weigh in and maintain our customers’ trust?”

That’s where GBH—as trusted and valued community asset—can be a formidable partner. Get to know GBH as a whole (*gasp* beyond just sponsorship) by downloading the fact sheet below. If it piques your interest, contact us to learn how we can partner together for greater positive community impact.

TELL ME MORE

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

What’s going on at GBH?

GBH News expands podcast roster

TELL ME MORE

Download fact sheets for more info on the opportunities listed above

PODCASTS

But Wait, There’s More

“The environment is where we all meet; where we all have a mutual interest; it is the one thing all of us share.” -Lady Bird Johnson. April marks Earth Month 2025. GBH will engage with the community, partners, and audiences through programming and events that inspire wonder (nature is amazing) and reveal practical ways that everyone can be involved in protecting the environment we share. Sponsor benefits: TV, radio, digital and event sponsorships are available. Contact us for details.

CRB Classical 99.5 is a refuge from the news and long, loud commercial breaks, making it a refuge for corporate sponsors, too. Reach your customers when they are in a happy state of mind by sponsoring a CRB Feature, intermittent breaks where beloved hosts share interesting trivia and ideas for enjoying the local arts scene. Sponsor benefits: :15/:30 audio spot adjacent to feature.

For more information about these sponsorship opportunities contact your sales rep, or reply to this email.

TELL ME MORE

Download fact sheets for more info on the opportunities listed above

CBR classical 99.5

Sponsor Spotlight

Brown University’s Pre-College Programs: Offering pre-college programs for high school students at Brown University.

“Brown University’s Pre-College Program is proud to sponsor GBH. In addition to the opportunity to reach intellectually curious students and their families, we are also supporting an organization that is committed to informing the public with trustworthy journalism.” 

– Adrienne Marcus, Dean, Division of Pre-College and Undergraduate Programs

Brown Pre-College Programs sponsors GBH 89.7

Sources

2024 Edelman Trust Barometer Special Report: Brands and Politics

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