With Amy Grant singing “It’s the Most Wonderful Time of the Year,” oldies station WRIT-FM became the first, and will probably remain the only, Milwaukee radio station to play continuous Christmas music.
The station’s format change coincided with the lighting of the Christmas tree in downtown Milwaukee.
Until recently it shared the holiday music format with other stations, some of which switched as early as Nov. 1.
But WMYX-FM did not switch to the format last year, preferring to mix Christmas music in with the regular format.
And WZTI-AM/FM which recently switched to an oldies format but played holiday music this year, is not expected to switch this year.
Stations often switch to all Christmas music to achieve a ratings bonus during the holidays.
But its hard to see what the advantage would be for WRIT, an IHeartRadio station, which is already the top rated station in Milwaukee.
In the most recent radio ratings it earned a 9.5 share, reflecting the percentage of those listening to radio who are listening to a station in an average-quarter hour among total listeners.
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