Purpose: The paper aims to examine interactions between demonstrations at programme level and Agricultural Advisory Services (AAS). It situates analysis of the demonstration programme activities within contemporary advisory contexts, asking: how do demonstration programmes interact with the AAS in which they are situated; and what role do demonstration programmes play in enhancing and contributing to the AAS? Methodological approach: Data, pertaining to organisational arrangements, were collected using interviews and workshops representing 35 demonstration programmes across Europe. Themes from the literature together with emergent themes were used to progressively unpack and understand the interaction between the programmes and the AAS. Findings: Demonstration organisational arrangements show different degrees of embedding in, and adapting to, the AAS. Embedding is being incorporated into existing formalised structures and is more likely in the AAS with a low level of pluralism. Adaptation occurs through collaboration, partnership and networking and is more likely in more pluralistic AAS. Practical Implications: The need to support demonstration programmes to create more stable networks, to strengthen their linking role in the AAS, and to foster strategies for the progression of farmers' learning was identified. Theoretical implications: The paper contributes to the literature by providing insights at the demonstration programme level (as opposed to farm or event level) and revealing embedded and adaptive processes with many interdependencies between the programmes and AAS components. Originality: This paper opens up new perspectives on understanding how demonstrations are positioned in contemporary AAS contexts, looking at AAS influences on delivering demonstrations beyond farm and event level methods.