Every year, programmers stare at the calendar and ask the same question: “If we’re going to go all-Christmas, when do we flip the switch?” The answer is both more straightforward and more strategic than it may appear. It’s easy to say “wait until Thanksgiving,” but that may be too late. In many markets, it’s way too late. When to flip to all-Christmas programming is one of the most important decisions to make. If you’re going to flip, here’s what you need to know about timing the transition.
When To Flip to All-Christmas Programming: First In Wins
This is the single most important rule: It’s always better to be first, especially if you’re doing it for the first time.
Unless you’ve already built a long-standing reputation as The Christmas station in your market, being second to flip guarantees you’ll be playing catch-up.
Early starters get more attention, free publicity (yes, even the “it’s too soon!” complaints help), and a larger piece of the holiday cume pie.
Ratings confirm that the first station to go All-Christmas typically sees the greatest gains, unless a legacy brand already owns the position. In that case, being first probably won’t help—but being late definitely hurts.
Stop Aiming for the “Perfect” Date
There is no magic date circled on a master programming calendar. Thanksgiving weekend is traditional, but it’s more tradition than strategy.
Early flipping locks in at-work and in-car listening before habits are formed elsewhere. Retail stores are filled with Christmas supplies before November 1. Don’t worry about being too early. Worry about being too late!
Also, audience interest peaks earlier than you think. By early November, Mariah’s already made her annual “Queen Of Christmas” proclamation.
Plus, think about it from a pure ratings perspective. The fall ratings period can benefit from an early flip, giving your station a boost when it counts. That carries much more impact than the Holiday book.
If you’re eyeing a flip date of November 20 or later, you’re probably already behind.
The Rule of “One Week Earlier”
Here’s a reliable method:
Decide when you think the right time to flip is. Move it up one week.
If you were thinking your ideal date is November 20 or later, move it up two weeks.
This is both simple and effective because no matter how early you go, someone will always complain. That’s okay. Let them. They’re marketing your station for you. Celebrate the “negative” publicity on the local TV stations ranting about “not yet!”
However, take into account market dynamics.
Is there already an established Christmas station in the market? If the answer is yes, you can’t afford to be second. You have to get there earlier (and not just a few days earlier) just to compete.
No? You have an opportunity to claim the lane, but if there’s no all-Christmas station, a competitor is probably thinking about it, too. Stake your claim early.
Are you in a fragile position? Weaker or newer stations benefit most from flipping early. You have little to lose and much to gain, especially if your fall book needs help or if you plan to use Christmas as a launch pad for a new format.
In each situation, the answer is to start sooner to give your brand time to breathe and build.
Don’t Forget the Online Stream
If you’re the market’s go-to holiday brand, use your streaming channels (and/or HD side channel) to plant the Christmas flag before you flip the main signal.
Launch an All-Christmas online stream by Halloween. What have you got to lose? You can use it to tease and promote the on-air flip, and use your primary signal to promote the image of being The Christmas station. Promote it as the “early access” version of your Christmas experience.
This builds momentum and provides a pressure-release valve for early holiday enthusiasts without alienating your main audience prematurely.
Worried About Being Too Early?
Good. That means you’re paying attention. Yes, there will always be a handful of Grinches complaining you’re “starting too soon.” But guess what? They’re not your target.
If you flip early, you’ll hear about it for a couple of days. If you flip late, you’ll feel it in the ratings for an entire book.
And in case you need more reassurance, look at the performance of stations that flip in early November or even late October. They’re not hurting. In fact, many have posted their highest-ever shares after flipping earlier than the competition.
If you’re going to go All-Christmas, don’t hesitate. Flip early, flip confidently, and own the season. The cost of waiting is higher than the risk of going too soon.