Oct 11, 2015 4 min read

Last week, a Richmond, Va., radio station abruptly switched to an all-Christmas music format, and, as you might expect, some listeners viewed it more as coal in their stocking than as presents under the tree. As amusing as the volatile online postings were to read, they weren’t nearly as enjoyable as the convoluted defense mounted by station employees.

One radio host, Jack Lauterback, admitted to a reporter, “Some people aren’t too pleased. One woman even said that she hated us. But that’s OK. The Christmas spirit isn’t for everyone, sadly. We hope to change that, though.”

Then there’s this quote from another host, Melissa Chase. “This year, people needed the holiday spirit a little earlier than usual. There was stress over the parking with the UCI bike race and almost getting hit by a hurricane. … Don’t you wish people were as nice to each other year-round as they are during the holidays? We’re hoping to give Richmond that warm, friendly Christmas spirit again, even if there are still 79 days ’til Christmas.”

Of course, the real reason an increasing number of radio stations opt for all-Christmas music – and many make the switch the day after Halloween – is that it reaps financial rewards. Advertisers know that once customers are in holiday mode, they open their wallets. While you may have reservations about hearing “Holly Jolly Christmas” before Thanksgiving, radio stations wouldn’t play it if it didn’t make financial sense.

But professing that “we’re spreading holiday cheer” sounds ever-so-more listener friendly than “we need the money.”

Likewise, television networks last week began touting the “success” of their new schedules by massaging certain elements of what others might see as dismal initial ratings. Here are excerpts from Fox and ABC press releases defining their new Tuesday lineups. (Note: L+3 is TV-speak for those who view the show live, plus up to three days of delayed viewing.)

From ABC: “In the Live+3-day ratings, ABC’s 8 to 9 p.m. comedies continued to outdeliver Fox’s comedy debuts in the hour among adults 18 to 49, with “The Muppets” widening its lead over “Grandfathered” to 6/10 and “Fresh Off the Boat” holding its 2/10 lead over “The Grinder.” “S.H.I.E.L.D.” tied as Tuesday’s biggest gainer in TV playback among young adults, picking up 0.9 ratings points after three days of TV playback.”

But wait. Here’s FOX’s take on the same information.

“With all platforms factored in, the “Grandfathered” total multiplatform audience is up 34 percent vs. Live+Same Day over three days. “The Grinder’s” total multiplatform audience rose to 6.8 million – up 36 perecent vs. its Live+Same-Day delivery. “Scream Queens” was Tuesday’s highest rated scripted series among women 18 to 34 and female teens, and continues to rank as the No. 1 new show among teens.”

And, especially for advertisers, FOX added this tidbit:

“All three of FOX’s comedies attract an affluent audience – “Grandfathered” “The Grinder” and “Scream Queens” – all over-index among adults 18 to 49 with household income (of) $100,000-plus.”

Both Fox and ABC are behind CBS and NBC in overall ratings on Tuesdays, and with rival sitcom blocks from 8 to 9 p.m., it’s likely only one block will survive. ABC’s advantage is its known entity (“The Muppets”) and a returning series (“Fresh off the Boat”), but Fox is countering with sitcoms featuring familiar actors John Stamos, Fred Savage and Rob Lowe.

At 9 p.m., ABC is trying to get “Agents of S.H.I.E.L.D.” enough episodes to make it to syndication, and Fox is trying to create “Empire”-like buzz for its new “Scream Queens.” So far, none of the six series is a break-out winner. Hence, over-compensating press releases.

Of those shows, “The Muppets” was thought to be a sure-fire hit, but it hasn’t happened yet. Although it’s now infused with adult humor that is purposely over the heads of toddlers, the adult spin has backfired with some parents. As a result, ABC has to spin the fact that its new show is nonetheless outdrawing its Fox competition – without mentioning other networks or the ensuing controversy.

And, while Live+3 – which both ABC and FOX touted – still means something, advertisers are ultimately interested in who is watching their ads – and that is most likely to occur with live shows and sports. That’s why CBS opted for “Thursday Night Football” last season, even if it meant temporarily moving its highest rated sitcom, “Big Bang Theory,” to Monday nights.

Its real big bang, it knows, comes with advertising dollars.