Jelly Roll’s ‘Need a Favor’ Is 6th Straight Multi-Week Country Airplay No. 1: ‘Radio Is Reflecting Demand’

Jelly Roll’s “Need a Favor” leads Billboard’s Country Airplay chart (dated Aug. 19) for a second week. His second No. 1, following “Son of a Sinner” for a week in January, drew 32.8 million impressions (down less than 1%) Aug. 4-10, according to Luminate.

For the first time since 2006-07, six consecutive songs have led Country Airplay for multiple weeks each, starting in February with Morgan Wallen’s “Thought You Should Know” (three weeks) and continuing with Luke Combs’ “Going, Going, Gone” (two), Bailey Zimmerman’s “Rock and a Hard Place” (six); Wallen’s “Last Night” (eight); Combs’ “Fast Car” (five); and “Favor” (two).

The last run of six such leaders began in December 2006 with Sugarland’s “Want To” and ran through March 2007, via Kenny Chesney’s “Beer in Mexico.”

So why now, 16 years later? Streaming – where country has surged this year – is key, say programmers.

“It’s clear that massive hits recently have been and continue to be massively consumed. Listeners want to hear them a lot and aren’t tired of them at all,” muses Audacy vp of programming Tim Roberts. “Fans are consuming these artists and songs, with [multiple] cuts from each of them getting streamed [and] being requested, and radio is reflecting that demand. Thus, the crossover onto pop, as we’ve also seen.”

“Mostly what I want from the chart is real data,” says Pamal Broadcasting vp of programming Kevin Callahan. “If a song deserves a multi-week No. 1, then it should have one. It raises the bar for great music. I’m also seeing the chart being more representative of what we see in research, with hit songs hanging out a lot longer. That makes the chart more in line with our listeners’ expectations. We want our format to have longevity, and for that to happen we want as many chart-toppers to also be audience favorites that transition into library cuts and songs on the radio for years to come.”