From where I sit On The Kowch, we now have a definitive answer to the question does playing Christmas music 24/7 help the ratings of that radio station. Thanks to the Astral Research Winter PPM Webinar the answer is a big YES!
Thanks to PPM, Astral Research was able to analyze the ratings to determine how big an impact Christmas music had not only during the holidays, but after December 25th and how those four weeks skewed the 13 week winter ratings for those stations.
The impact was such that Astral Research warns advertisers not to be fooled by the increased ratings for the 13 week period thinking their advertising campaign in January and February reached that many listeners. The benefit of Christmas music is limited to that four week period between the end of November and December 25th.
Here is a graph that shows the impact on three stations that played Christmas music 24/7 in different parts of the country. The increases in listening jumped anywhere from 51 to 67 per cent during the Christmas season. That four weeks of increased listeners raised the overall ratings for those stations in the 13 week PPM rating period by 21 to 26 per cent.
The red maple leaf represents results of the Fall ratings to create a baseline. The blue bulb is the four week Christmas period from end of November to March 25th. The bottle represents the period immediately after December 25th. The snow flake is the overall results of the 13 week PPM ratings for each of the three stations
From where I sit On The Kowch, stations who played Christmas music 24/7 should use the holiday ratings to signup more clients for the next Christmas shopping period. But bragging about the overall increases of up to 26 per cent for the Winter PPM Ratings will backfire when the next set of ratings come out on April 5th. Their ratings will drop by 20 per cent or to the level the chart above shows they were at after Christmas.
Click here for a complete breakdown of the Winter Ratings in the five PPM markets of Vancouver, Edmonton, Calgary, Toronto and Montreal. My thanks to Astral Research for allowing kowchmedia to present their information.