Top 25 Testing Christmas Songs
Chart Explanation 11-27-17
If your radio station does Christmas music, do not fly blind. If you do research of your regular music throughout the year, why not make it a priority to play the best Christmas songs for your audience? It may take incentivizing your audience with $50 or $100 Shopping Spree’s in the form of Gift Cards, to entice them to listen through to 35 total Christmas songs, which is the amount stations on the secular side have found people will sit through without incentive.
I recommend, if you play the songs, you research the songs. I also recommend you begin your research with the most played, and exposed titles, as you will find with Lauren Daigle “Noel,” or “Light of the World,” or “Glorious” by For King & Country, in spite of the airplay your audience gives those songs this year or last, it takes about three years to see a pop on titles like that, because even with an ‘all-Christmas’ format, it takes hundreds of spins for your audience to get overly familiar with those titles. In the case of Brandon Heath with 39% familiar, I’d play it, as the overall score is amazingly high, and over a couple of years it could rise, as Lauren Daigle “Light of the World,” did last year at WAY-FM.
In those cases, I believe low familiarity only dictates exactly that, and doesn’t dictate playing the song or not. I believe in continually exposing new Christmas music from your core artists. I also believe your core artists change over time. Mediabase has an easy tool that can show you your core artists at the click of a button.
If playing Christmas music is a yearly event, why not be the most researched you can be year to year? Why not put your BEST Christmas foot forward for your station versus, just doing the same thing you’ve done the years before?
“How Many Kings” from Downhere may forever be to CCM what Mariah Carey is to secular radio, which is the staple number one researching Christmas song of all time.
Casting Crowns, Jeremy Camp, Sidewalk Prophets and For King & Country show up more than one in the top 50, as do titles, “Mary Did You Know?,” “O Holy Night,” and “Joy To The World.”
Next week, I will reveal the 26 – 50 researching songs, followed by this years’ most played Top 25.
The Moneyball Chart Methodology
Instead of one chart that focuses specifically on airplay, the Moneyball Chart combines airplay with sales, streaming and research for the purpose of finding the Momentum in Music, which is most times the differentiator on songs that stall and the ones that continue to chug along.
The Moneyball Chart is created based on a points system, where each column of information can add a maximum of up to 10 points for that column, with the points from each column adding to the overall totals.
The Moneyball Chart is an indicator of songs that are working; songs that are bearing fruit and therefore the Moneyball Chart, may have drastic differences from the charts you have become accustom to, revealing some artists and titles in a higher position much earlier than they show up on the airplay charts, and also, often songs that have moved to recurrent on most of our playlists continue to show fruit indicating that we may have retired those titles too early.
The Moneyball system works Nationally, or locally, so if you are interested in seeing what this information looks like specific to your station, specific to your market and your competitive situation, let us create a custom sample for your station specifically. Email Rob Wagman StraightPathMandE@gmail.com