Nielsen reports millennial males (ages 19-34) spend less time on average each week consuming traditional TV compared to older men—only 20 hours versus 28 hours for Gen X males and 38 hours for Boomer males. However they make up the difference online; this group spends significantly more time per week watching videos on the Internet (2 hours 15 minutes) than any other demographic. Millennial males also devote substantially more time to social networking; 70 percent use social networks versus 38 percent of older men.
So what resonates if you’re trying to reach millennial males? “Normal” guys in extreme or exaggerated situations have the strongest effect with this segment and slapstick, edgy and sarcastic humor resonates well.