AC's Product Spigot Runs Hot N Cold

Written Oct. 26, 2009 by Sean Ross in Content with 0 Comments

When we take our year-end look at which records changed the tenor of various formats, Katy Perry's "Hot N Cold" will easily be on the list, even though it's a 2008 record.

That's because "Hot N Cold" is a top 10 hit at Mainstream AC now, peaking at No. 6 at that format in October, eleven months after it reached No. 1 at Top 40.

Texturally, "Hot N Cold" is envelope-pushing for Mainstream AC -- keyboard-driven female power-pop a few notches hotter than the hits that finally made Pink a regular visitor to the format.

In terms of timing, however, "Hot N Cold" went from Top 40 to AC on a more typical timetable. It took Mainstream AC programmers nearly a year to feel comfortable with it. The AC gatekeepers were a handful of stations that are aggressive on currents, plus any stations that may have thought to put "Hot N Cold" in a library test over the course of the last year.

That's the history of AC, of course: songs take a long time for their familiarity to overcome their edginess and many have taken a decade or two to make the trip. "Hot N Cold" made it a lot faster than "Lights" by Journey or "Jack and Diane." And as a look at Mediabase's AC Top 10 shows below, the lag time between CHR and AC isn't usually quite as extreme.

But at a time when Top 40 is more successful above age 25 than it has been in years in many markets, it's hard to believe that "Hot N Cold" really took a year for adult women to decide they liked it. Just as likely, it was on their radar long before most AC programmers gave it serious consideration.

At this point, some AC PDs are going to glaze over at one more apparent attack on their conservatism. But we're in favor of playing the hits. The only question is what the hits are and where to find them. Are the hits the songs that have finally made it to a handful of AC outlets in other markets? Or are they songs that are being warmed up in your market by stations that you share listening with?

And, of greater concern, without callout and with less regular library testing, how is an AC PD to read the strength of any current?

Here's the AC Top 10 and how long it took each single to travel to the format:

1) Taylor Swift, "You Belong With Me" - Still the current single (for a little longer) at Top 40. Peaked in Country in August and in Top 40 in September. In its 14th week on the chart. Practically simultaneous.

2) Miley Cyrus, "The Climb" - One single ago at Top 40, where it peaked in June. In chart week No. 33.

3) Rob Thomas, "Her Diamonds" - Behind Top 40 and Hot AC by one single. Peaked at Top 40 in August. Chart week 24.

4) The Fray, "You Found Me" - One single behind Top 40 and Hot AC. Peaked at Top 40 in March. 37 weeks on the AC chart.

5) Matt Nathansome, "Come On Get Higher" - The follow-up is out at Hot AC, but hasn't gone to Top 40 yet. Peaked at Top 40 in March and at Hot AC in November '08. 35 AC chart weeks.

6) Colbie Caillat, "Falling For You" -- Still a current at all formats. 12 weeks on AC chart.

7) Pink, "Please Don't Leave Me" -- One single behind Top 40, where it peaked in July. 19 weeks on the chart.

8) Michael Bublé, "Haven't Met You Yet" -- "Home" was a rare AC-bred hit of obvious legitimacy and this one is top 10 after seven weeks on the AC chart and ahead of Hot AC (No. 45) and Top 40 (not getting played yet).

9) Katy Perry, "Hot & Cold" -- Two singles behind Top 40 and Hot AC. This peaked at Top 40 in November '08. In fact, "Waking Up In Vegas," the last Top 40 single, peaked in August. "Hot & Cold" is in its 38th week on the AC chart.

10) Daughtry, "No Surprise" -- Still the current single for a few more weeks at Hot AC and Top 40, where it peaked in September. Now at 20 weeks on the AC chart.

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