As programming continues to expand, survey also shows growth in awareness and engagement
(Boston, Mass. - March 27, 2025) – GBH is the most trusted local media outlet for the third year, according to a recent study that tracked public sentiment in the Boston area. The brand study was conducted in February by City Square Associates, Inc, a Cambridge, Mass. research firm.
Overall awareness of GBH and engagement with its programming have also grown, driven by audiences watching on television in addition to interacting with the brand’s content on digital platforms – especially podcasts and social media.
“At a time of growing skepticism about all kinds of institutions in the United States, including media, being the most trusted media outlet in our community is immensely important and a great honor,” said Susan Goldberg, President and CEO of GBH. “We are working nonstop to figure out innovative ways to serve our community with information and entertainment they can count on every day.”
These results come as GBH continues to introduce and expand programs for radio, television, and streaming. These include the relaunch of Basic Black as GBH News Rooted and other GBH News programming ; the upcoming GBH Kids premiere of Acoustic Rooster ; expanded Jazz content ; a podcast about the unlikely rise of America’s most successful state lottery called Scratch & Win ; and GBH Amplifies, a community conversation series .
The online survey was fielded from Feb. 11-21, 2025 to 1,375 adults age 18+ from across the Boston/Manchester Designated Market Area (DMA). The sample was managed to reflect the demographic profile of the region with respect to age, gender, race, and ethnicity. Previous benchmark surveys were also fielded in 2023 and 2022.
Net trust was measured on a 3-point rating scale, compared alongside other popular national and local media news brands.
About GBH
GBH is the leading multiplatform creator for public media in America. As the largest producer of content for PBS and partner to NPR and PRX, GBH delivers compelling experiences, stories and information to audiences wherever they are. GBH produces digital and broadcast programming that engages, illuminates and inspires, through drama and science, history, arts, culture and journalism. It is the creator of such signature programs as MASTERPIECE, ANTIQUES ROADSHOW, FRONTLINE, NOVA, AMERICAN EXPERIENCE, Arthur and Molly of Denali and a catalog of streaming series, podcasts and on-demand video. GBH’s television channels include GBH 2, GBH 44, GBH Kids and national services WORLD and Create. With studios and a newsroom headquartered in Boston, GBH reaches across New England with GBH 89.7, Boston’s Local NPR; CRB Classical 99.5; and CAI, the Cape and Islands NPR station. Dedicated to making media accessible to and inclusive of our diverse culture, GBH is a pioneer in delivering media to those who are deaf, hard of hearing, blind and visually impaired. GBH creates curriculum-based digital content for educators nationwide with PBS LearningMedia and has been recognized with hundreds of the nation’s premier broadcast, digital and journalism awards. Find more information at gbh.org.
Media Contact
Nicole Boudreau
GBH External Relations
Nicole_Boudreau@wgbh.org
