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Radio: no sound salvation

By Published on .

Continuous Christmas carols are starting early too, with some radio stations switching to all-holiday fare by the day after Halloween.

On average, Christmas-music marathons deliver stations a 10% holiday bonus in terms of share. But many buyers still base ad commitments on the ratings from the premium seasons, so stations don't necessarily benefit until spring. "It's kind of like waiting for Super Bowl ratings to come out before buying Fox," Fred Jacobs, president, Jacobs Media, Detroit, said."Holiday music guarantees them a good fall ratings book, but the ability to monetize that in real time is often a challenge."
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