It’s beginning to sound a lot like Christmas.
In what’s become an annual tradition, Chicago radio station 93.9 WLIT-FM is fast-forwarding from Halloween to Christmas and will switch from adult contemporary to around-the-clock holiday music on Thursday at 4 p.m.
To kick off its wall-to-wall festive programming, the LITE will celebrate with a two-hour commercial-free block.
Love it or hate it, the stunt works for the station.
In 2022, the LITE’s ratings doubled between November and December, shooting the station to the top of the ratings heap. It maintained that position throughout most of 2023, its dominance just coming to an end in October, when the LITE slipped to No. 2, behind classic rock powerhouse WDRV-FM, according to Nielsen.