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Yes, Virginia, There Will Be A Christmas Radio War.

DToTheJ

DToTheJ

Last week, Movin 107.7 in Norfolk flipped to all-Christmas.

And as of today, 2WD has already started running promos teasing that "soon" they'll be "your Christmas station"! Even played a few holiday hits today (e.g. "You're A Mean One, Mr. Grinch") in anticipation of the transition.
 
A month and half in advance? Are they trying to drive listeners away?

Not trying to be funny, but seriously, is that good business?
 
I doubt WWDE would be "warning" listeners they would be making the move this early, were it not for 107.7. Silver lining: six weeks without hearing "Sometimes When We Touch."
 
And the next battleground is Richmond.

Main Line's WBBT takes oldies off the air for six weeks or so to go all-Christmas.....stealing the thunder of Lite 98....who originally stole the idea from the old WDYL-FM of the 1990s, but we digress.....
 
Hey, ya think WBBT will drop the "O" word again when the holiday hits are done?
 
:D One word. Backlash. Go ahead, hit it up 24/7 and then suffer with the long term negativity associated with retailers pummeling shoppers as early as late September with Christmas. Counter marketing by other stations works wonders in pulling the rug out from underneath the "Christmas Only" stations.
 
@DToTheJ - I read...and read between the lines. I also looked at the poll which (at the time I read it) showed 79% of respondents desiring Christmas music AFTER Thanksgiving. I'm with the folks poo pooing the PPM in regard to increased ratings....especially when it comes to long-term audience building. That surge is an anomaly that statistically should not carry out in a full book. What does a one month increase tell me about listenership over the long haul? Nothing. Give me two or three full books to tell me where a station truly stands in the market.
 
I couldn't find the poll on their website to see the latest results, but they have had a stream of holiday hits on their HD2 channel for awhile. They'll probably pull a switcheroo with this and the non-secular playlist at some point today.
 
As Lance points out in the link in the original post, they dropped the "Movin" name. Now, if they shed their WMOV callsign, that's a red flag.
 
According to yes.com, Christmas ended an hour early on Tuesday night. After Delilah was finished at 11 PM, 101.3 went from "I'll Be Home For Christmas" to Gaga's "Bad Romance". :eek:
 
We'll see just how much 107.7 moved (pun intended) the needle vis a vis 101.3 in the Holiday book...
 
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