You can be forgiven for having some seasonal confusion. The Boise valley is blanketed with snow, everyone is cooped up indoors – and Christmas music is playing on the radio.
Yes, Christmas music.
In a year when a lot of things don’t make much sense, maybe it does make sense to have snow on the ground and Chestnuts Roasting On An Open Fire on the radio in early November.
New York-based Townsquare Media made its yearly transition to the seasonal tunes on 107.9 Lite FM on November 4th at 7am – the earliest transition for the station in recent years. It says the day after the election seemed like the right time to start.
“2020 has been exceptionally tough,” Lite FM Program Director Michelle Heart wrote of the switch. “Between the pandemic and the election, half of Americans expected yesterday to be the single most stressful day of their lives… Sure, it’s a little earlier than we normally turn on the jingle bells but if there was anywhere we needed a little hope and light, this is it!
The station often sees a ratings boost from the flip to Christmas music each year.
Another station, Magic 97.9 FM, began running Christmas music on weekends only in October. And Christian music station KTSY also started playing Christmas music on Halloween. That station often plays Christmas music on Halloween for the day – but this year decided to keep it rolling through Christmas.