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Hot Topics

Best of Hot Topics: Does Christmas Mean Gifts for Everyone?

December 19, 2024

We’re back with the final best of Hot Topics before the kids rush down the stairs to tear open presents and stockings. This week we go all the way back to 2012, *echoes* … 12 … 12 … 12.

Christmas music has been playing for weeks now. Christmas music has been playing for weeks now. For some stations, switching to an “All Christmas” format is a definite gift. Those gifts will come in the form of larger cumes and increased listening, which results in larger average quarter hour (AQH).

Because of the increase, you will be able to charge higher rates. “All Christmas” format stations that are successful are similar to the Super Bowl for TV commercial spots. However, you may have some negatives that come along will programming Christmas. A huge negative could possibly be pushing away some of your core audience.

These listeners tune in to you because they enjoy the format you play more than 80% of the year. When out-of-format, these listeners now have the opportunity to find another station that they will possibly enjoy and may even like more than you.

A suggestion to help prevent your core audience from straying during your “All Christmas” flip would be to utilize your Internet stream. By using your stream, you will still be holding on to your core audience vs. your listeners wandering off to another station and possibly becoming a core listener to the competition.

Plus, by utilizing your stream, you will be able to sell advertisers on your core format; the format that you already know is favored by a great audience. This solution could possibly double your Christmas gifts! So when contemplating “All Christmas,” weigh your positives and your negatives and make the decision that’s best for your station and your listeners. “All Christmas” will deliver an awesome gift of larger cumes and an audience that tunes in longer; however, once December 25th passes, those larger cumes and long tune-ins begin to disappear.

-Nakia Smith, Information Systems Administrator

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