Jabba said, "I don't know about that. With other AC competition out of the way, B98.5 cut way back on their Christmas music last year, and did well with that (competing more in the Hot AC space). A true Christmas station might cause B to play more than they did last year, but less than what they have played historically."
Now that I know that 97.9's version of Christmas will be holiday CHR, plus the fact it's not a full-power signal, I doubt it will force B98.5 to increase their Christmas music. But your point is well taken. Also, keep in mind B98.5's reason for not going all Christmas. It was bringing in big ratings, but a lot of their listeners left them, and come January, they lost a lot of them in addition to the listeners who were just there for Christmas.