Bauer has announced Magic will play 100% Christmas music again for 2019 starting at 9am tomorrow.
While the festive format flip is commonplace in the lesser-regulated US market, with hundreds of stations making the temporary switch each year, a flagship UK radio outlet had never made this bold move before Magic twelve months ago.
It's a proven audience winner in the States and in the UK we've seen a sprinkling of all-Christmas stations over the last decade at both a local and national level.
Magic is synonymous today with a more upbeat and positive feel than its former easy-listening self making the festive theme a perfect fit. It's a strong brand with a loyal listenership and brand extensions to cross-promote too, reducing the risk of post-Christmas churn.
Social media may not be the most accurate representation of anything but the response from followers is largely positive which does offer a flavour of the wider audience reaction.
We can’t tell from RAJAR how Magic performed in December alone as each set of data is recorded over a three-month period, but given it added 45k listeners in London and a whopping 227k listeners nationally in 2018 Q4, I don’t think Bauer will be too worried.
What's more, Sky Cinema obviously see commercial benefits having returned for 2019 as the headline sponsor of Magic 100% Christmas.
No comments:
Post a Comment