Yes, I believe stations understand the need for more 90s material. Interesting note, there was just a new stucy released concerning A/C and women listeners. It encompassed both Hot and Mainstream A/C listeners. Here are some facts from the music portion of the study:
Listeners who are "Mainstream A/C" listeners rated the following 4 music styles as their favorite:
1. 80s (like Jack & Diane, Summer of 69, and Faithfully)
2. 70s ( like Still The One, Lyin Eyes, and Maggie Mae)
3. A/C-CHR Soft Pop (like I'm Yours, Hey Soul Sister, and Bubbly)
4. Hot A/C Rock (like Use Somebody, What About Now, and Far Away)
Interestingly, a 90s decade set was not part of the research. I'm going to guess because of the lack of positive testing songs from the decade. The Top 4 Hot A/C preferences:
1. A/C-CHR Soft Pop
2. Hot A/C Rock
3. CHR POP (ala You Belong To Me, Telephone by Gaga, and Hot N Cold)
4. 80s
There was a clear break at Age 40 from a preference for the newer artists to the older artists. Over 40, it was about Elton, Billy, Journey, etc
The heaviest users of Mainstream A/C stations were 45-54.
That's the rub----It's tough to survive as a format when advertisers clamor for a younger audience when you heaviest listeners are over 45.
Stations and programmers are trying to pull in younger demos....more 30-39 year olds. If you abandon 70s to do this, you are more apt to upset your really heavy listeners.
Interesting times
By the way, anyone interested in seeing the whole study can do so at
www.burnsradio.com. You'll have to create an account to see the data.
