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?
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:
The anchor of GBH News, with NPR and local reporting
Livestreams and local stories, plus non-skippable pre-roll
Direct to inbox for thousands of loyal readers
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
