Every Halloween morning for over fifty years the folks at NuVoodoo Research have been pulling their Christmas moose, Medford Mike, out of his enclosure to forecast when stations should start All Christmas programming. According to a new blog posting, the legend goes that if Mike sees his shadow, stations should begin Christmas programming before Thanksgiving. If he doesn’t see his shadow, they should wait until at least Thanksgiving.
With Thanksgiving Day kicking off the last Nielsen survey week in Diary Markets and the last week of the December month in PPM, NuVoodoo was hoping for a sunny morning on Saturday. Not wanting to risk million-dollar programming decisions entirely on a moose, they gathered guidance from a thousand interviews with adults 18-64 nationwide a couple weeks ago.
Slightly over half their respondents are at least looking forward to hearing Christmas music – with fully 20% saying they can’t wait for it. There’s another 30% who say they tolerate Christmas music. Eleven percent admit they hate it.
As showed last week, majorities of the P1 groups for CHR, AC and Country in our sample are looking forward to hearing Christmas music.
Asking respondents to stand in for Mike the moose, here’s where NuVoodoo asked them to make the impossible judgment of when they’d use an all-Christmas-music station. People are notoriously terrible at predicting their behavior, which is why they’re tempted to rely on the moose. Among those who are looking forward to hearing Christmas music, nearly 3 in 4 are primed for Santa taking over the airwaves around Thanksgiving and half of that group – fully 3 in 8 of those looking forward to Christmas music – will be ready after the election.
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