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Burns: "Two Different Audiences For AC Format."


Consultant Alan Burns has been releasing data about female radio listeners in a series of webinars entitled Here She Comes 2012." Yesterday, the format Burns keyed on was Adult Contemporary and he says there are now two audiences with very different music tastes within AC. One is 25-44 years old, the other 45+.

Burns says 25-44s and 45+ like different music styles and eras that just dont co-exist well on the same station said Burns.  Top 40 crossover pop, and pop rhythmic hits, now look good all the way up to and including 40 to 44 year old women, but they fall apart around 45 and are replaced by preferences for 70s and 80s hits.   Two years ago, that generational fault line was closer to age 40, but now its closer to 45. And, he added that while 70s hits still look strong above 45, theyre losing steam.

The study also showed that Hot AC P1s would give President Obama their vote in a landslide, while its a virtual dead heat between Obama and Romney among Mainstream AC fans. Obamas strength peaks at 25-34 and declines with age said Burns, while Romneys hits it low point at 25-34 and increases with age.

Data from all four of the Here She Comes 2012" presentations, as well as links to video of the webinars, is available at

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