Since the station arrived in late August, national radio powerhouse Clear Channel has been pumping massive marketing dollars into its new Top 40 station Power 96.1, especially in TV ads.
Now it’s introducing a big Christmas concert to get its new fan base excited featuring former Atlantan Justin Bieber, Enrique Iglesias, Ke$ha, Flo Rida, Owl City and Austin Mahone Dec. 12 at Philips Arena. Pre-sale tickets go on sale Thursday, October 25 for Facebook fans.
That’s a pretty impressive line up and Bieber alone should make it an easy sell. With Power’s mix skewing younger than Star, B98.5 or Q100, the line up fits the imaging of the station.
Power has dubbed it Jingle Ball, the same name as many other Clear Channel top 40 station shows in places such as New York (Z100, home of Power’s syndicated morning host Elvis Duran) and Los Angeles (KIIS, home of Power’s mid-day host Ryan Seacrest). There are more 20 Jingle Balls across the country.
This is not to be confused with Star 94’s long-standing Jingle Jam, set this year at Gwinnett Arena on Dec. 13 with a distinctly singer-songwriter bent to it featuring Jason Mraz, Phillip Phillips and Andy Grammer, artists that Power does not touch. Star has embraced its more adult pop role in the market, especially with Dave FM going away Oct. 24 for sports talk.
Corporate consistency across the country with the brand name Jingle Ball obviously trumped any issue with name confusion in Atlanta.
Rick Vaughn, the Power program director, deferred calls to the New York City publicity firm Power is using, DKC, which released a press release on the concert. DKC said it has not received information about how much the tickets will cost but is expecting it Monday.
The Los Angeles KIIS Jingle Ball is over two nights with each night priced from $75 to $389.50. On Dec. 1, the concert features Taylor Swift, Ne-Yo, Ellie Goulding and OneRepublic. Night two includes many of the acts that will be in Atlanta: Justin Bieber, Owl City, Ke$ha and Flo Rida, plus Psy, Fun. and The Wanted. The Kiss 108 Jingle Ball in comparable-sized city Boston is priced from $39.35 to $218.30. My guess is that will be closer to the range we’ll get in Atlanta. There, they get Justin Bieber, the Wanted, Karmin and Cher Lloyd. At another city similar in size to Atlanta, Miami, the Y100 Jingle Ball (lineup not yet announced) is priced at $60 to $187.75.
Rival Q100 has been sporadic about holding Christmas concerts over the years. The biggest one they ever did was Frosty the Showman at Philips Arena in 2005 with the Backstreet Boys and Will Smith. I don’t think they’re choosing to go the Christmas concert route this year.
For now, Power has recently moved afternoon jock Sonic and the night guy Maddox to Atlanta.
I haven’t seen a full month’s Arbitron ratings to gauge Power’s impact yet on the market. Those numbers should be coming out soon.