We’re often approached by partners about Special Programming for Adult Contemporary and other like formats. You know – those shows we think so much of that we place them in dayparts where the available audience is the lowest?
That’s jest. But do know that if you air a special program in a fringe daypart, it’s a marketing branding decision, not a programming advantage. The benefit is having imaging and talent refer to it in prime dayparts for branding purposes.
If you air special programming or are considering a new show, think strategically about placement and tactically about promotion.
Strategic = WHY are we doing the Special Programming
Tactic = HOW do we deploy and promote the program
For Adult Contemporary products, Special Programming options – syndicated – are limited, and we’ll outline a few below. Your market-specific audience measurement system relies on how the Special Program is evaluated for success.
Fast overview:
Nielsen’s Portable People Meter (PPM)
In the top 48 US markets, this passive measurement tool relies on stations being encoded and panelists being exposed to those signals. The PPM does not rely on recall or memory. You know if the Special Program works (or not) by exposure, cume and time exposed.
Nielsen’s Diary System
Total recall tool for panelists who keep a week-long book of stations they remember. Exit interviews with former diary keepers show that panelists often forget or fabricate their listening habits. Special Programming, properly promoted for diary keepers, could aid in memory recall after the show(s).
Eastlan Radio Ratings and Market Research
Serving approximately 90 smaller radio markets, Eastlan primarily relies on telephone-based interviews and increasingly uses online contact to increase response rates. As with Nielsen’s Dairy, this process is also total recall, and if your Special Programming is memorable, this could work to your advantage.
A quick look and listen reveals the most utilized weekend Specialty Programs for Adult Contemporary.
‘80s (or ‘90s) Weekends
- Sporadically scheduled and executed weekends that feature a handful of songs each weekend as ‘throwbacks’ for the cume – a minority of brands play the decade for the entire weekend.
Delilah
- Possibly the best, longest-running, highly successful nighttime show in America, the “Queen of Sappy” Delilah crafts songs and an atmosphere for each caller’s situation.
Intelligence For Your Life With John Tesh
- John Tesh frames his show as “Purpose‑Driven Radio” with a mix of Adult Contemporary music and Tesh’s practical life tips. Stations plant this early on a Saturday and Sunday morning.
The Backtrax USA Countdown with Kid Kelly
- Heard on over 400 stations. Former Z100 talent and Sirius XM Programmer Kid Kelly blends gold library titles with today’s hits. Suitable for Adult Contemporary stations in all dayparts. Stations typically air this show on weekend nights.
(Others – AT 40 with Seacrest – The Ellen K Weekend Show – Throwback Nation Weekend with Tony Lorino)
We encourage you to be intentional about adding special programming to your brand and reviewing what you are currently airing.
Strategically – WHY should we air a selected program?
Tactically – HOW will we place and then promote the program?
Tips:
- Weekend programs – air mentions only 72 hours in advance, as listeners plan their weekend days often at the last minute.
- Appointment listening – create imaging that gives exact times of the program, start, and finish.
- Usage mentions – connect the mental picture of what YOUR listener is doing on weekends to when the show airs.
Consider developing or discovering a ‘non-sequester’ program for your brand program to air later in the evening.
The available audience in fringe hours – often service and restaurant personnel – still desire to be entertained.
Audio spoken word is on fire, as reflected by the growing number of podcasts and reels created by talent.
Music Audio Show – Find a podcast that is in your brand wheelhouse, like a show ABOUT the music. Plenty available through syndication services
Psychic Show – Adult Contemporary women are mesmerized by all things in this space, including Astrological Signs
True Crime – passion for this topic is strong, and Adult Contemporary women are streaming True Crime at home. Consider offering it as a late-night option when they are headed to the store or coming home from friends.
Special Programs rarely assist you in growing audience. You may see a large share for the daypart. However, low cume levels in non-prime dayparts prevent you from building substantial Average Quarter Hour Persons.
Properly placed and prompted, Special Programming can enhance your marketing brand message and eventually recall for the ratings services.
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Kevin Robinson is a passionate award-winning programmer, consultant and coach – with multi-formats success all over the country. He has advised numerous companies including Audacy (formerly Entercom Communications), Beasley Broadcast Group, Westwood One, Midwest Communications, Townsquare Media, Midwest Family Broadcasting Group, EG Media Group, Federated Media, Kensington Media, mediaBrew Communications, Starved Rock Media, and more. He specializes in strategic radio cluster alignment, building lean-forward tactics and talent coaching – legacy and entry-level – personalities.
Known largely as a trusted talent coach, Kevin is the only personality mentor who’s coached three different morning shows on three different brands in the same major market to the #1 position. His efforts have been recognized by The World Wide Radio Summit, Radio & Records, NAB’s Marconi, and he has coached CMA, ACM and Marconi Award-winning talent. He is also in The Zionsville High School Hall of Fame as part of the 2008 inaugural class. Kevin is an Indiana native – living near Zionsville with his wife of 39 years, Monica and can be reached at kevin@robinsonmedia.fm.
