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From some of the marketing meetings I've sat through, I also think part of the 18-34 thing with advertisers has to do with (1) they are viewed as "trend setters" / the ones that "shape the zeitgeist" / etc., and (2) the belief that if "you get them young, you get them for life." At least that's what the high-priced marketing consultants told us "dumb" business people.