Adult Contemporary Format Looking Very Healthy

Adult Contemporary is growing in popularity after several years of being in the doldrums and veteran programming consultant John Lund believes he knows why.

In a recent client newsletter posting Lund opines:

The format includes Hot AC, Bright AC and Soft AC.  According to Nielsen’s Portable People Meter (PPM) data for the period of January to November 2018, AC stations increased from 7.7% to 8.0%, including a jump in millennial listenership.   Conversely, Pop CHR is experiencing a decrease in listenership, specifically in listeners 18-34. 
 
What is driving this trend of increased listening to Adult Contemporary formats especially among the 18-34 demographic?   We see many reasons:

1. The rebirth of “Soft AC” after the success of “The Breeze” in San Francisco; stations playing a majority of slower tempo songs and 100% gold from the 70’s, 80’s and 90’s with one 2K song an hour. Ray Toney of Columbus MS says the Breeze is a substitute for Melatonin!

2.   The “Pop Music” cycle is waning with artists like Katy Perry, P!nk, Lady Gaga, Maroon 5 and Taylor Swift no longer prolific in dominating the pop charts.

3.   Millennials are joining the workforce and may be listening to radio for the first time.  At work listening favors stations like Adult Contemporary playing broad appeal music.  The At Work time period remains the dominant PPM daypart because of the huge time spent listening it generates.  The Adult Contemporary format represents the perfect at work soundtrack because it appeals to the diverse workforce.

4.   AC music is a safe harbor in chaotic times of an ever changing news cycle, unrest in the nation’s capital, and stock market volatility.  This shift is also occurring in the Classic Hits format where the core decade has evolved into the 80’s.

5.   The broad appeal of Adult Contemporary does not depend on currents and recurrents.  AC provides the “comfort zone” for listeners wanting music familiarity.  The format plays hits from the 80’s and 90’s (and 70’s with the Breeze) as well as keeping them up to date by playing today’s hits.  The Breeze doesn’t play currents.

6.   Variety has been a hallmark to the success of Adult Contemporary radio.  So while Country, Rhythmic CHR, Alternative and Urban formats have to stay in their niches, AC has the era depth and genre depth to vary its playlist to the changing tastes of the audience.

Lund Media is a format specialist with all versions of Adult Contemporary.  If you need guidance on how to provide your listeners and advertisers with a top rated and top revenue producing format in your market, contact John@lundradio.com.