We’re knee-deep into Christmas programming at Adult Contemporary and gold-based formats. Most launched before Thanksgiving, and now Christmas Day – when the majority of brands reset regular programming – is 16 days away.
We outlined the solid reasoning for a station to flip to all-Christmas in September, followed by feedback from industry veterans with their take on the Christmas Flip, and finally the best practices for Christmas counter-programming in October.
When you flip to all-Christmas, one mistake is assuming the same familiarity-driven playlist will carry the season. We’ve preached that there’s rarely a “new” Christmas hit that emerges with a profile strong enough to make it to air.
There is new Christmas music discovery taking place. Christmas favorites are growing through the boom of holiday films—especially Hallmark movies—where new originals debut with catchy songs that never touch traditional playlists.
If you’re seeking a competitive playlist differentiator, consider a dedicated category with movie music, dressed with front-and-back branding from the movie moment. This “Aural Activator” drills into the emotional experience of the listener while introducing “new but familiar” titles with a festive vibe. And they might not necessarily be traditional Christmas tunes.
Let’s look at what the Christmas category might contain with attachment to a well-known movie:
Elf (2003) “Pennies from Heaven” – Louis Prima
Buddy (Will Ferrell) arrives in New York City, strolling through Manhattan with his child-like delight. The scene plays like a holiday postcard that comes to life. The montage features “Pennies from Heaven” from Louis Prima throughout the two-minute scene, adding even more magic to the clip.
The Polar Express (2004) “Believe” – Josh Groban
This song rises in the epilogue. Josh Groban’s vocals emerge as the boy recalls his epic ride to the North Pole, the people he met, and the lessons he took away. The train pulls away, revealing the holiday landscape with a reminder that Christmas is magic if you believe.
Home Alone (1990) “White Christmas” – The Drifters
This song – a personal favorite version – plays while Kevin begins his first full morning without his family. He heads into the bathroom, slicks back his hair, checks himself, brushes his teeth, and puts on deodorant. The scene and song end abruptly when he slaps on aftershave and lets out his iconic scream.
Bonus: Home Alone 2: Lost in New York (1992) “All Alone on Christmas” – Darlene Love airs when Kevin arrives in New York City.
Love Actually (2003) “Christmas Is All Around” – Billy Mack (Bill Nighy)
It’s the running joke in the movie, and listeners will certainly get it. This off-key remake of The Troggs’ “Love Is All Around,” filled with cringe-worthy, cheesy lyrics, is amplified by the character knowing the song is terrible. It’s his last shot at another and final hit. It’s the most memorable song in the film.
The Santa Clause (1994) “Christmas Will Return” – Brenda Russell & Howard Hewett
This tune begins right before the closing credits when Tim Allen’s Santa rises in his sleigh and his son Charlie finally sees his dad as the real Santa Claus. Charlie’s mom and stepdad watch him fly off into the night sky, and their skepticism floats away.
If you take this direction, use voice imaging to open the songs and incorporate sound from the movies to dress up the intros and even moments within the song.
Among Adult Contemporary audiences, the Hallmark Channel is certainly in power rotation. The majority of Hallmark offerings use uncredited instrumentals to accompany scenes. However, a few of their movies drop in songs that would be familiar to heavy Hallmark Channel users.
Here are the Top 5 most-streamed Hallmark movies and the songs contained in them:
Christmas Under Wraps (2014)
Widely charted as the most-watched Hallmark Christmas special ever with 5.8 million viewers on its premiere, this movie features a different version of “It Feels Like Christmas” sung by Rehya Stevens. The same rendition appears in A Prince for Christmas and Christmas Wonderland.
The Nine Lives of Christmas (2014)
One of Hallmark’s most-watched movies with more than 3.4 million total viewers on its premiere. This and other Hallmark movies paint their scenes with “Ding Dong Merrily on High,” with both vocal and instrumental versions of the 100-year-old carol.
A Christmas Melody (2015)
Directed by Mariah Carey, this is Hallmark’s third most-viewed Christmas offering. The film features a version of “Oh, Santa,” a song left off many Christmas playlists. In the movie, the song is performed initially by a young performer during a Christmas program. Mariah Carey also has a rendition.
Three Wise Men and a Baby (2022)
The most-watched cable TV movie of 2022—on any network—according to Hallmark. Near the end of the film you hear “Spoonful of Cheer” from Rémi Koudenov. It’s an instrumental and works as a stand-alone tune or a great piece to spice up imaging. Country fans also hear Brett Eldredge’s take on “Merry Christmas Baby” in this movie.
A Royal Christmas (2014)
Ranked by its audience, this movie often tops “best Hallmark Christmas movies” lists. The jazz-infused “Christmas Wish” by Kevin Osborne makes a nice addition to a Movie Music category. Also included is a non-Christmas song, “You Make Me Wanna Move” by Contemporary Christian artist Nikki Leonti.
Pro tip: Keep Shazam at your fingertips when watching Christmas movies, especially newer offerings. Keep your ears open for new Christmas music opportunities.
Give your holiday playlist a fresh category. Give movie music its own spotlight, complete with front-and-back nods to unforgettable film moments. Think of it as an “Aural Activator,” pulling listeners back into the emotions they felt on screen while working in “new-but-familiar” tunes. The fun part is they don’t have to be the usual Christmas music to make everyone’s spirits – and your radio station – bright.
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Kevin Robinson is a passionate award-winning programmer, consultant and coach – with multi-formats success all over the country. He has advised numerous companies including Audacy (formerly Entercom Communications), Beasley Broadcast Group, Westwood One, Midwest Communications, Townsquare Media, Midwest Family Broadcasting Group, EG Media Group, Federated Media, Kensington Media, mediaBrew Communications, Starved Rock Media, and more. He specializes in strategic radio cluster alignment, building lean-forward tactics and talent coaching – legacy and entry-level – personalities.
Known largely as a trusted talent coach, Kevin is the only personality mentor who’s coached three different morning shows on three different brands in the same major market to the #1 position. His efforts have been recognized by The World Wide Radio Summit, Radio & Records, NAB’s Marconi, and he has coached CMA, ACM and Marconi Award-winning talent. He is also in The Zionsville High School Hall of Fame as part of the 2008 inaugural class. Kevin is an Indiana native – living near Zionsville with his wife of 39 years, Monica and can be reached at kevin@robinsonmedia.fm.