With a National Retail Federation survey finding that 53% of consumers began their holiday shopping before mid-November and a Google survey finding that 9% started shopping in October - when the earliest holiday radio converts switched formats -- it's tough to blame the stations for seeking a ratings boost by becoming store background music. It's much easier to fault them for turning holiday radio into a small cluster of holly, jolly earworms. According to Andrew Forsyth, a consultant for Nielsen, the average playlist size for all-holiday stations in New York, Chicago, San Francisco, Dallas/Fort Worth and Los Angeles shrunk from 752 songs in 2009 to 694 in 2010, while the average number of times each song was played during the holiday season rose to 33.4 from 30.5.
By 2011, the last year Nielsen tracked airplay for holiday songs, Brenda Lee's Rockin' Around The Christmas Tree had been played 40,000 times during the 56-day holiday season. That's 714 times per day or 29 times per hour. For a song that's little more than two minutes long, that's akin to just putting it on repeat on Nov. 5 and not stopping the playback until the the New Year. Burl Ives' Holly Jolly Christmas, Johnny Helms' Jingle Bell Rock, Jose Feliciano's Feliz Navidad, Nat King Cole's The Christmas Song, Mariah Carey's All I Want For Christmas Is You and Andy Williams' It's The Most Wonderful Time Of The Year all get similar treatment with more than 33,000 play per season.
That's a psy-ops assault that leaves listeners who prize their sanity with little choice but to retreat. That's where streaming comes in. Want to have a prayer of hearing Robert Earl Keen's Merry Christmas From The Family, Kurtis Blow's Christmas Rappin', The Kinks' Father Christmas or anything even slightly removed from the canon? Pandora (P) takes great pains each year to document just how many of its listeners switch over to its dozens of holiday stations to do just that. The company's data shows that more than 25 million of its 200 million users listened to 187 million hours of holiday music.
More than 10% of users tuned into holiday stations by mid-November, while more than 28% of all music played on Pandora during Christmas Day is played on a holiday-themed station. Spotify, meanwhile, had musicians including Ellie Goulding, Rob Thomas, Mariah Carrey, Kelly Clarkson, Lady Antebellum and Fun. Cobble together year-round holiday playlists. Not to be outdone, Rdio got Rolling Stone, Complex Media, The AV Club, retailer Free People and musicians Y La Bamba, DeVotchKa, The Hush Sound and No Doubt guitarist Tom Dumont to contribute holiday playlists that are still up.Sirius-XM (SIRI) rolled out the first of its seven holiday channels -- including its strictly new-music "Holly" -- in mid-November and restricts the well-worn favorites to just one spot on its dial. Even retailers shell out to companies including Soundreef, MoodMixes , Custom Channels and Prescriptive Music -- whose clients include Marriott Hotels (MAR), The Cheesecake Factory (CAKE) and a number of hotel, restaurant and retail chains -- to make sure their holiday music mixes aren't just the same playlist rotated every hour or so. In Prescriptive's case, it mixes in holiday music with other tracks as the holiday season progresses and shifts the balance by degrees. A 40% holiday music mix in mid-November goes to 60% as Christmas draws near and hits 100% around the holiday itself. Holiday music sales may be down, but holiday music still sells. Even if listeners and companies are just paying for a holiday music channel or playlist that gets them away from Band-Aid and Bing Crosby for a while, there's still value attached to the right kind of holiday cheer. -- Written by Jason Notte in Portland, Ore.
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