It's the most wonderful time of the year...to talk about revenue! 💸
If you make money online, you know that December is a goldmine. There's always a spike in revenue that seems to quickly plummet once January hits. Companies are pulling all the stops to reach holiday shoppers, and for internet radio broadcasters, Total Listening Hours (TLH) often skyrocket as people tune in while baking, commuting, or vacationing.
As an internet radio broadcaster, you can use this December spike in advertising and listening to your advantage. In fact, some companies may consider you their best friend this time of year!
But how do you turn a seasonal spike into a sustainable, year-round business? At Live365, we know how to build that revenue snowball. Whether you’re playing holiday tunes or niche underground tracks, here are 6 tips to maximize your station’s revenue and build a professional foundation for success.
Here's how to get the green stuff (besides wreaths and Christmas trees) this holiday season!
Tip 1: Refresh Your Media Kit and Ad Packages
If it's been a while since you've updated your radio station's media kit and tiered ad packages for brands...now is the perfect time to do some recalibrating. A polished media kit for your radio station is your "golden ticket" to brands knocking on your door. Companies are looking for professionalism and fair prices. Don't skimp on your presentation!
Kathryn Milewski
We recommend creating a special yuletide-themed media kit for the holiday season, or offering exclusive seasonal discounts on your ad packaging to entice companies more. By offering easy-to-buy, quick-turnaround ad packages, you're channeling the spirit of the season in a very lucrative way.
Remember to contact, contact, contact! Email brands. DM them on social media. Call them if you must. Network with the company's marketing team on LinkedIn. The more you put it out there that you're looking for brands to collaborate with, the more deals you'll attract. And of course, the early bird catches the worm when it comes to holiday ad preparation. It's not out of the ordinary for broadcasters to refurbish their materials and reach out to brands as early as July and August!
Tip 2: Utilize the Sounds of the Season (Music & Sound Effects)
Did you know that by switching your station's typical format to all-holiday music in December, you can significantly increase average listening time and audience size? This is important because the more listeners you have, the more advertisers will see your station as prime opportunity to reach more people.
"But wait," we hear you cry, "what if my station plays a very specific genre of music – like hip-hop, country, R&B, or reggae – and it wouldn't make sense for me to play the typical Christmas pop classics?"
Simple. Do some digging into the specific holiday tracks that exist within your station's musical niche. Trust us: they're real. And many of them are underrated. We've already published a massive list of holiday songs for various genres on our Live365 blog...feel free to check it out to get some inspiration!
Kathryn Milewski
But if your station's sound is so unique that there's absolutely no chance you can switch to holiday tunes, think about utilizing iconic yuletide sounds – like jingle bells and Santa's classic "ho, ho, ho!" – for your station's transitions and broadcast call signs instead. And if you do segments, consider incorporating holiday themes into your discussions, shows, and games. The more a brand realizes your holiday theme aligns with their holiday ads, the more likely they are to contact you.
Tip 3: Play Holiday Ads During Breaks
Once you've decked the halls, it's time to sell that valuable airtime. This is the time of year when consumers are most receptive to ads. Playing about 3-4 commercials every break is the "sweet spot"– not too short, but not too long.
According to Audacy, ads with clear holiday themes and sounds see a 26% boost in both purchase intent and recall. You want to make sure your ads are connecting with listeners; that way, it's a win-win situation for both yourself and the brand you're supporting. Besides personal collaborations with brands, you can use ad networks like Live365’s Ad Revenue Share Program to fill the gaps. Live365 gives you the best of both worlds: you can earn through our programmatic ad network while still having the freedom to air your own third-party ads.
Tip 4: Gain Special Holiday Sponsorships & Donations
Securing sponsorships, no matter what time of year it is, can lead to a sizable revenue stream. However, the key is authenticity and relevance. Just like with advertisements, you want to make sure any sponsorships you gain are with brands that genuinely appeal to your listeners.
Ask yourself: "Does this company's product appeal to my core listening demographic?" A sponsorship with a retirement planning service won't land well if your audience is primarily college students. Similarly, a brand offering a helpful holiday service – like gift ideas or meal kits – will feel more natural than an unrelated, aggressive sales pitch. You should also consider the brand's ethos in regards to your audience's values. For example, a sponsorship with a brand known for poor labor practices could damage your credibility with socially conscious listeners, especially if that's a clear value within your community.
Another thing to keep in mind? Generic ad-reads can be forgettable. When it comes to sponsorships, you want unique segments that brands can "own." Create special holiday playlists, "gift idea" shows, or sponsored local event features. Even a simple "Holiday Traffic Report brought to you by [Sponsor Name]" can do the trick! The more creatively you can integrate a brand's messaging, the less intrusive it feels to listeners and the more value you add to the sponsor. And don't forget you can also integrate sponsorships into your social media posts, website pages, and station streaming app!
Also, don't forget the "giving" in the Season of Giving. If you have a loyal niche audience, consider adding a listener-supported stream:
- Patreon: Offer exclusive perks like behind-the-scenes footage or ad-free archives.
- Direct Tips: Use a simple "Buy Me a Coffee" or PayPal link on your station page. This creates a stable, year-round revenue stream that belongs entirely to you.
Tip 5: Sell Your Own Brand (Merchandise)
Broadcasting is about building a brand people want to represent. Selling merchandise – like T-shirts, hoodies, or mugs – turns your listeners into walking billboards.
With Print-on-Demand services like Spreadshop, there's no need to store inventory. You only pay when a listener buys a product. During the holidays, your station’s swag makes for the perfect "niche" gift for your community. It’s a low-risk way to add another revenue stream while increasing your station's visibility in the real world.
Tip 6: Use Affiliate Marketing for Hot Holiday Products
Affiliate marketing is a powerful strategy seen everywhere from YouTube to social media. And it's possible to also squeeze it into your internet radio station broadcasting. During the holidays, when everyone is searching for the perfect gift, it can be a massive earner. By using affiliate networks such as ShareASale, Impact, or Amazon Associates, you can earn a commission on sales made through your unique tracking link or code.
But how do you incorporate affiliate marketing into your station's programming?
- On-Air: Keep it organic. A host might say: "I know you're looking for the perfect headphones for holiday travel – the Model X has really helped me out, and you can grab 15% off using the code 'RADIOHOLIDAY' at the link on our homepage." The trick is to make your affiliate marketing feel like a part of your show rather than a disruptive advertisement. It can be framed as a special "holiday gift guide" segment, a "deal of the day" feature, or even as a simple recommendation from a beloved DJ.
- Off-Air: Create a "last-minute gift guide" on your website or blog. But pro tip: Be transparent! A dedicated listener who loves your station is often more inclined to click a link if they know a small commission supports your broadcast. It’s a win-win.
And that about wraps up our holiday ad revenue tips – our present to you this year! 🎁 We hope they bring you good tidings, comfort, joy...and lots of cha-ching! 💰
Most smaller broadcasters tend to leave holiday revenue on the table because of a lack of licensing clarity or the absence of a scalable ad server. Live365 solves this. We provide the professional foundation you need to turn a hobby into a business. Our platform combines legal streaming, automated ad insertion, and a fully managed marketplace, enabling you to monetize your audience without the technical overhead. Whether you’re utilizing our built-in ad network or managing your own third-party sponsorships, we give you the tools to succeed.
And if you have yet to create a radio station, start broadcasting for the holidays with Live365 today. Click below to get started with your 7-day free trial or reach out to our team for personalized assistance.
We hope you have a wonderful holiday season, and from all of us here at Live365, happy broadcasting!
Discover thousands of free stations from every genre of music and talk at Live365.com. Rather listen on our app? Download the Live365 app on iOS or Android. Keep up with the latest news by following us on Facebook (Live365 (Official) and Live365 Broadcasting) and Twitter (@Live365 and @Broadcast365)! You can also shop Live365 swag and branded merchandise at store.live365.com!
Article Image: A Christmas gift box with hundred dollar bills stuffed inside sits on a festive red background. (LessLemon via DepositPhotos.)
