Gary Berkowitz: Holiday Programming Freedom Unrated

RADIO ONLINE | Thursday, November 6, 2025 | 4:22pm CT

Gary Berkowitz

Radio consultant Gary Berkowitz says that for stations in unrated markets, the holiday season offers a rare chance to take creative risks and strengthen listener relationships without worrying about ratings. In his latest blog post, Berkowitz outlined several ways broadcasters can approach Christmas programming-ranging from a full holiday flip to more subtle seasonal enhancements.

"If your station leans toward AC, Classic Hits, or any format with broad adult appeal, flipping to all Christmas might be a win," he wrote, noting that many listeners embrace the nostalgia and comfort of holiday music. For those hesitant to go all in, Berkowitz suggested easing into the format around Thanksgiving with just a few Christmas songs per hour, or flipping entirely the week before Christmas when festive music dominates public spaces.

Other strategies include offering "All Christmas Weekends" to preserve weekday formats while still joining the holiday spirit, or at minimum, airing all Christmas music for 24-36 hours on Christmas Eve and Day to meet listener expectations.

Even without a full flip, Berkowitz encouraged stations to add festive imaging, highlight local holiday events, and invite listener participation to build community connection.

"In an unrated market, flexibility is your superpower," Berkowitz concluded. "The key is to reflect your audience's mood and make your station feel like home for the holidays."

To read the entire blog post, click here.