Santa Barbara, California - October 13, 2022 - Sonos introduces the new seasonal Audio Noise Tracking/Aggregator (S.A.N.T.A.) Index. The S.A.N.T.A Index measures the so-called "jingle wave" in over 20 countries around the world to reveal the official start of the holiday season. Switzerland is also included.

The S.A.N.T.A Index is an algorithm that aims to answer one of society's most controversial questions: When does the Christmas season begin? For years, there has been a debate on the Internet about when is the right time for Christmas decorations and the first delicacies. Opinions are strongly divided, because while some are convinced that the "most wonderful time of the year" starts the day after Halloween or after All Saints' Day, others belong to the team of the extended autumn season. Using a collection of Christmas-related data such as search queries and sentiments, Sonos will measure the level of "jingle waves" in 23 countries to determine the exact moment when the Christmas spirit reaches the great masses, marking the official start of Christmas decorations, punch and co. Around the start of the Christmas season in the various countries, Sonos will also release special product promotions, new Sonos Radio Christmas stations and more.

"No matter how the holidays are spent, the Christmas season reinforces feelings of connection, happiness and nostalgia. This happens through joyful music that reminds us of baking together with family, or that one Christmas movie that always brings us to tears, no matter how many times you've seen it," said Pete Pedersen, VP Marketing, Sonos. "This year, in addition to helping our user:s get into the festive spirit through our offerings, we also wanted to answer the age-old question, "When is the right time to turn up the Christmas sound?"

Starting today, the Sonos S.A.N.T.A Index analyzes the frequency with which users search and play the five most popular Christmas songs and movies in the Sonos app in each participating country - from the U.S., Canada and Mexico to the U.K., the Netherlands, France, Germany, Austria, Switzerland and Poland. Combined with other metrics such as Christmas-related conversations, as well as Christmas-themed sentiment on social media, the index produces a daily Jingle Wave score on a scale of 0 (no Christmas spirit) to 100 (maximum Christmas spirit). The Christmas season is officially ushered in as soon as the jingle wave in a country reaches a threshold of 50.

Sonos users can now take action with the help of their Sonos speakers. Because by actively using or avoiding Christmas content via the Sonos Speaker, the Sonos S.A.N.T.A Index can be shaped. More information about the current status of the Jingle Wave in Switzerland is available at the link below and at @sonoswith the hashtag #SANTAIndex.

Click on the image to find out if these Christmas songs are back in fashion.

Switzerland S.A.N.T.A. Index

Media Release (German) | When does the Christmas season begin ? The new Sonos S.A.N.T.A Index reveals it | 13.10.2022 | PDF 82 KB


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Sonos (Nasdaq: SONO) is the leading smart home sound system. The pioneer in Wi-Fi-based multi-room audio systems is revolutionizing the way we listen to music and experience sound at home by making all digital content accessible and allowing users to control that content any way they want - whether through the Sonos app, integrated partner apps or by voice. Above all, the system impresses with great sound, thoughtful design, ease of use and an open platform. This makes the full range of audio content accessible to everyone. Sonos is headquartered in Santa Barbara, California, USA.

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