During the holiday season ( Thanksgiving through Christmas ) , WLTW has played Christmas music interspersed with its regular playlist . Only on Christmas Day and a few days leading up to it would the station devote all its airtime to holiday music . After the September 11 attacks , Christmas music was seen as a comforting " feel-good " format for radio listeners . Already established as a popular station for Christmas music , WLTW began to switch to an all-Christmas format earlier in 2002 . After retaining its leadership in market share , and as part of a national trend , the station continued to make the switch earlier in the following years . By 2004 , the all-Christmas format ran from Thanksgiving through Christmas , and in 2005 , it began on November 18 , the week before Thanksgiving ( November 24 ) . By all accounts , the gamble paid off ; WLTW captured 7.4 % of the New York radio audience during the fall of 2005 — the biggest market share in WLTW 's history and the highest share for all New York stations since the winter of 1995 . On November 18 , 2006 , for the 2nd year in a row the station switched to all Christmas music on the Saturday before Thanksgiving , becoming the first NYC Station to do so . They did so the same day as WALK-FM , a Long Island-based station which shares a good portion of their listening audience . At some points during the 2008 holiday season , WLTW would draw as much as a third of all radio listeners in the New York area
September 11 attacks
September 11 attacks
WLTW