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WLIT get's it's annual Christmas kiss
- Thread starter Jay F
- Start date
Their ratings probably increased each week closer to Christmas.
Maybe they should try and program something good rather than counting on captive workers in the office being forced to listen to "Lite Pap" all day long. Then they wouldn't have to count on my grandmother (obviously their target demo) artificially inflating the numbers at X-mas. Much like retailers, counting on two months to make your whole year's money is a [EDIT] concept.
[EDIT-profanity]
[EDIT-profanity]
WLIT had a huge 3rd month. People want to hear Christmas music in December! What a concept!
O
ojmurphy
Guest
Wow, what a well reasoned thread this is. Full of telling points.
WLIT obviously did well with the Christmas music, but their ratings may have not been high in the beginning. As I said, it most likely increased each week closer to Christmas.
Recently, All Access has a story up about Arbitron's PPM testing in Philadelphia and Houston showing that stations who go all Christmas don't see a ratings spike until after Thanksgiving. To make their point, they gave a couple examples of average quarter hour shares for the 25-54 demo. One of the examples is WSNI. (BTW, Arbitron made these 2002 numbers available to the public, so it's ok to share them here.)
PHILADELPHIA
Persons 25-54
MONDAY-SUNDAY 6a-Mid
WSNI AQH
10/31/02 1.0
11/07/02 0.8
11/14/02 0.7
11/21/02 0.8
11/28/02 2.1
12/05/02 2.4
12/12/02 3.0
12/19/02 3.6
12/26/02 2.8
01/02/03 1.0
This may not necessarily be the story for WLIT, but it's still interesting.
BTW, WSNI has since flipped to another format (as you can see, the all Christmas listeners didn't stick around!)
Recently, All Access has a story up about Arbitron's PPM testing in Philadelphia and Houston showing that stations who go all Christmas don't see a ratings spike until after Thanksgiving. To make their point, they gave a couple examples of average quarter hour shares for the 25-54 demo. One of the examples is WSNI. (BTW, Arbitron made these 2002 numbers available to the public, so it's ok to share them here.)
PHILADELPHIA
Persons 25-54
MONDAY-SUNDAY 6a-Mid
WSNI AQH
10/31/02 1.0
11/07/02 0.8
11/14/02 0.7
11/21/02 0.8
11/28/02 2.1
12/05/02 2.4
12/12/02 3.0
12/19/02 3.6
12/26/02 2.8
01/02/03 1.0
This may not necessarily be the story for WLIT, but it's still interesting.
BTW, WSNI has since flipped to another format (as you can see, the all Christmas listeners didn't stick around!)
Let's assume that the Arbitron's PPM numbers are accurate. (Which I do, by the way. Don't even get me started on the inherent innacuracy of the written diary methodology!)
It's true that many stations playing all Christmas don't see ratings spikes until after Thanksgiving. But what's missing from those fairly well-documented PPM numbers is what drove people to the radio station playing all-Christmas music in the first place. You see what I'm saying? Let's say Lite is your go-to radio station. They start playing Christmas music on say, October 15th. Listeners will understandably be irritated and spend less time listening to Lite.
Then, after Thanksgiving, when they're in the mood for Christmas music, what's the first station they go to?
Exactly.
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