Christmas in October

Believe it or not, I heard a Christmas song on the radio today. Yes, that's right -- it's October 17! Two weeks until Halloween. While driving this afternoon and scanning by 106.7 FM, a lite music station in New York, they actually played Bruce Springstein's "Santa Claus is Comin' to Town." When I was little, I used to love the all-Christmas-tunes block on Christmas Eve (and that was only in the eve, back then). Later, stations started it up in the beginning of December, then on Black Friday. Then it started getting ridiculous when we'd hear them before Thanksgiving, but this??? Get a grip, people. When I spoke with Dave and Matt Show co-host, Dave, about this, he surmised it was the establishment who ultimately owns the media wanting their faithful consumers to start thinking of spending in this time of financial crisis. You want the perfect gift for this holiday season? Then get some Swiss Francs.

Comments

[Dave]

Gold buillion makes a great stocking stuffer and the trick-or-treaters love it!

[Frank Neill]

Radio's jump into Holiday music earlier and earlier is not nearly as nefarious as you would think. It started simply enough - with stations trying to maximize the ratings generated by Christmas music.

Arbitron (radio's one and only measurement tool) used to end the Fall survey period in mid-December. That meant that stations getting the ratings boost (and, make no mistake, there's a HUGE boost generated by all Christmass stations, like it or not) needed to do so by 12/15. Any listening after that was actually irrelevant.

Even today, with Personal People Meter replacing Arbitron's Diary method, there is still a benefit to coming out early with Holiday music...especially if a competitor threatens to "go first". I wouldn't be surprised if two stations in New York are Jingle-Jangling their way down Santa Claus lane this year.

[mattsnod]

Wow, great insight, Frank. Could it be conceivable that this station is actually WAY early for Christmas 2009?