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In 20 Markets, All-Christmas Stations Saw 7.5% November-To-January Share Increase.


With two days of Nielsen January PPM ratings in the books, showing how stations that switched to all-Christmas fared share-wise after returning to their usual formats, there's a clear trend: most stations not only hold onto the listeners they had before the flip, their persons 6+ share increased after going back.


Among the 14 stations having flipped to holiday hits in the eight non-embedded markets reporting on Day 1, 10 showed a 6+ share gain in the January book compared to November, with the overall gain at 12.8%. For the 12 Day 2 markets, of the 20 stations gone all-Christmas, nine increased 6+ share from November to January for a 4.3% increase.


Taking all 20 markets and 34 holiday-formatted stations into account, persons 6+ from November to January increased by 7.5%.


Among the Day 2 stations seeing the most November-to-January growth were iHeart ACs WNIC Detroit (+60.4%) and “Mix 100.7” WMTX Tampa (+41.5%), Audacy ACs KEZK St. Louis (+36.5%) and KYXY San Diego (+23.9%), and iHeart classic hits “Kool 108” KQQL Minneapolis (+13.6%).


The trend suggests that stations having made the temporary switch have generally succeeded at recycling some of their Christmas cume into regular listeners in January.

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