Peake said he didn’t think KOST would ever jump the gun before Halloween, which seems like the natural benchmark for when it might be too early for Christmas music. We like to flip as soon as we can because its ratings advantageous for us - balance that with how soon is too soon.” “There’s a huge demand for holiday music in Southern California. “Every year when KOST flips to holiday music, we see a point where we double our audience size,” Peake said. That’s why Christmas couldn’t come soon enough for stations like KOST. In particular, mainstream adult contemporary stations, which frequently play all day in offices, have been hit hard by the disruption in work routines. “With listenership down so much due to the loss of commutes during the pandemic, stations are looking for anything to boost their ratings during the important fall ratings period,” he said. Radio consultant Lance Venta, who also owns and publishes, had already counted more than 50 station flips to holiday music as of earlier this week.
It’s also been tough on businesses that rely on normal routines, such as radio, which has been hit hard by a dip in usage as regular listeners stay home and don’t tune in as they normally would on the go. This year, of course, has been taxing on the population due to the pandemic, the national conversation and reaction to systemic racism and a brutal political election. I don’t think we anticipated how people went sort of bonkers like they did.” People were saying, ‘I need a break this year, 2020 has been such a struggle in many ways that I need the escapism.’ I was expecting it to be a well-received event this morning. when we flipped this morning and the response has been bigger than any year we’ve experienced. Added Peake: “I was just back in the studios with Ellen K.
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