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?"