Radio consultant Lance Venta, who also owns and publishes RadioInsight.com, had already counted more than 50 station flips to holiday music as of earlier this week. “With listenership down so much due to the loss of commutes during the pandemic, stations are looking for anything to boost their ratings during the important fall ratings period,” he said.How soon is too soon?
In particular, mainstream adult contemporary stations, which frequently play all day in offices, have been hit hard by the disruption in work routines. That’s why Christmas couldn’t come soon enough for stations like KOST.
“Every year when KOST flips to holiday music, we see a point where we double our audience size,” Peake said. “There’s a huge demand for holiday music in Southern California. We like to flip as soon as we can because its ratings advantageous for us — balance that with how soon is too soon.”
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