For programmers and music directors, the fourth quarter is unlike any other stretch of the calendar. Between holiday music dominance, shifting listener behavior, and reduced label priorities, it’s one of the hardest times to identify and launch Hot-AC hits. But if managed strategically, Q4 can also be a launchpad for the songs that will define your station’s sound in Q1 and beyond.
This year, the format is getting a huge gift — the incredible dominance of Taylor Swift!
As I write this, 11 songs from Life of a Showgirl are in the Top 50 on the Mediabase Hot-AC building chart. Some of those will raise their hands faster than others, but for Pop radio, this is a super early Christmas present!
Let’s, though, analyze the best way to navigate a normal year if Taylor weren’t there to make it easier.
Do the Research
First, recognize that the flow of new, promotable singles tends to slow down as labels pivot toward the gift-buying season. Artists may release big albums in November or December, but they’re often packaged for sales, not radio impact. That means programmers can’t count on the usual flood of obvious add choices.
Instead, you’ll need to lean more heavily on your own instincts, local research, and trend monitoring.
Look at which late Q3 and early Q4 releases have the potential to build momentum slowly. Those are often the titles that hold value once the holiday dust clears.
Holiday Headwinds
Then there’s the question of holiday music. If your station flips to all-Christmas, you know your current hits essentially go into hibernation until December 26. If you don’t flip, you’re competing with stations that do — which means your non-holiday playlist has to be sharper and more carefully chosen than ever.
The trick here is not to overload with unproven records. Pick two or three currents with real promise, rotate them strategically, and let them build familiarity without the risk of overexposure. Think of Q4 as a “hold steady” period where your best bet is keeping your core sound strong.
Programming tools matter even more during this season. Streaming data, Shazam activity, and TikTok momentum can all help fill the gap left by slowed label promotion. A song showing organic, steady growth — even without a major push — can be a smart hedge against the seasonal quiet.
The job for you, the programmer, is to separate passing digital fads from tracks with Hot-AC staying power. If you can spot that distinction in November, you’ll be ahead of the curve when January hits and the format resets.
Ride the Currents
Another practical step: stress-test your currents. Callout and other audience research can show you which songs truly have legs. If a title holds up through the distraction of holiday listening, that’s usually a green light that it will thrive in the first quarter.
In fact, many of the format’s biggest long-term hits became undeniable because they proved durable during Q4 and exploded once the holiday clutter was gone.
Finally, think beyond the music itself. Your Q4 presentation, imaging, scheduling, and on-air promotion can help carry borderline titles across the finish line. Use your personalities to lightly endorse emerging songs, create quick-hit listener polls to spotlight what’s resonating, and take advantage of your station’s digital presence to extend exposure. These touches won’t guarantee a hit, but they can help keep a promising record visible at a time when attention is all over the place.
In the end, finding Adult Pop hits in Q4 is about balance: holding steady with proven currents, selectively testing a few newcomers, and — at least for this year — sending Taylor a big “thank you” Christmas card!
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Jim Ryan is a Music Radio columnist for Barrett Media. In addition, he runs Jim Ryan Media LLC, a consulting company which assists major market radio brands and top talent including national radio personality Delilah. Prior to relaunching his consultancy in 2025, Jim spent 15 years with Audacy/CBS Radio, serving as SVP of Programming. Among his responsibilities included programming WNEW-FM and WCBS-FM. His career includes additional programming stops in Los Angeles, San Francisco, and Houston. Jim was voted the #2 PD of 2024 in Barrett Media’s Top 20 series in the AC category. He can be reached by email at Jim@JimRyanMedia.com.
