“A series of new TV ads … are part of [WBUR]’s new marketing campaign aimed at differentiating itself at a time when it faces fierce competition from WGBH (89.7 and 99.5), another NPR broadcaster. Analysts say the aggressive advertising campaign, which includes TV ads and billboards along Interstate 93 and the Massachusetts Turnpike, is a rarity for public radio….
“Indeed, the two public broadcasters have been engaged in a battle — for listeners and donors — since last December when WGBH reinvented 89.7 FM to a full-time, news-talk format and began running syndicated NPR programs that WBUR carries. WGBH also launched two news-talk shows: ‘The Emily Rooney Show’ and’The Callie Crossley Show.’ In response, WBUR expanded its weekly local news magazine show, ‘Radio Boston,’ to a daily program last May.
“WBUR still leads in Boston public radio. In November, the station ranked 11th in Boston with a 3.9 percent share of listeners, according to Arbitron. But WGBH is expanding its share of the market: The station ranked 20th last month with a 1.1 percent share of listeners — up from 24th in October.”