PPM Analysis: “Holiday” 2019 Extra

| February 11, 2020

By Mike Kinosian
Managing Editor
TALKERS

LOS ANGELES —  A time-honored tradition continues this week as the first workout for major league baseball pitchers and catchers will be held for roughly half the teams tomorrow (Wednesday, 2/12), while battery-mates for approximately the other half of MLB teams return to work Thursday (2/13).

Thus, the calendar confirms what “King Kelly” (Ray Milland) and “Monk Lanigan” (Paul Douglas) would state in the 1949 film of the same name, “It Happens Every Spring.”

Those in radio have been accustomed to wild ratings fluctuations this time of year and have a consensus reaction: “It happens every ‘holiday’ ratings period.”

For historical context, ever since Arbitron (and now Nielsen Audio) added a thirteenth yearly sweep called “Holiday” in 2007, we’ve witnessed positive spikes by stations playing wall-to-wall Christmas for a roughly six-week period leading up to December 25.

Concurrently, there’s usually a corresponding decline in listenership to stations not caught up in the all-Christmas music mood.

The following breakouts reflect those stations in PPM-markets that either improved their 6+-stat by at least one full-share or regressed by that margin or greater in the “Holiday” 2019 sweep (December 5, 2019 – January 1, 2020).

Email managing editor Mike Kinosian at Kinosian@TALKERS.com 

Tags: , , , , , , , , , , , ,

Category: Analysis

test