Stations Urged to Set Tone as ''Soundtrack of the Season''

RADIO ONLINE | Wednesday, November 19, 2025 | 3:02pm CT

John Lund

As retailers roll out holiday displays earlier each year, radio stations are stepping into their most festive stretch - and a new programming guide from Lund Media outlines how stations can win listeners and clients throughout the Christmas season.

The advisory underscores a simple truth: while there may seem to be thousands of Christmas songs, listeners consistently gravitate toward a focused group of proven favorites. Lund identifies 96 true Christmas hits, including 13 "Super Powers" and 83 "Powers," forming the core of a winning seasonal playlist.

Stations are encouraged to schedule their most familiar titles frequently, then gradually build rotations with secondary holiday tracks as Christmas approaches. Lund also recommends using its 250-song Christmas Music Advisory as a safe, research-driven foundation for any station leaning into holiday music.

Rather than replacing format staples outright, programmers are urged to weave holiday songs into existing clocks by swapping music categories strategically. Pairing Christmas titles between format power songs helps maintain brand consistency and smooth quarter-hours - keeping stations festive without feeling fully flipped.

The guide also stresses the importance of holiday imaging and content. Festive jingles, Christmas greetings from staff or listeners, and lighthearted seasonal liners help set the mood before each song. On-air talent are encouraged to highlight relatable holiday moments - decorating, shopping, baking, gift wrapping, or family gatherings - to deepen emotional connection and listener companionship.

Musically, stations are advised to blend the classics of Andy Williams, Bing Crosby, Johnny Mathis, and Gene Autry with contemporary holiday stars such as Michael Buble, Taylor Swift, and Lindsey Stirling. And while instrumentals have their place, the guide jokes that overuse may leave listeners feeling like they're stuck in a mall elevator.

Beyond the music, stations can amplify the holiday spirit by updating websites with seasonal themes, promoting community charity drives, and highlighting local holiday events. These touchpoints help position the station as a trusted part of the community during the most festive time of year.

With the right mix of music strategy, imaging, storytelling, and local engagement, Lund says stations can own the sound - and feel - of Christmas without committing to a full-format flip. And with listeners eager to hear familiar favorites, the season also delivers a built-in opportunity for ratings and revenue growth.

For those gearing up for All-Christmas or adding just the right amount of seasonal sparkle, Lund Media has a complete, field-tested collection of Holiday programming and revenue tools -- updated for this season. Get more information at LundRadio.com.