• Mediaweek, Tuesday, December 23, 2008 9:45 AM

Apparently the older you get, the more TV you watch. Millennials, the generation of 14-to-25-year-olds, watch just 10.5 hours of TV a week, per new Deloitte research. That compares to 15.1 hours for Generation X (ages 26-42), 19.2 hours for Baby Boomers (43-61) and 21.5 hours for Matures (62-75).

Millennials are not shunning broadcast and cable in favor of watching DVDs on their TV screens. In fact, they spend less time watching DVDs of movies and TV shows on television sets, 4.8 hours a week, than do Gen Xers, says Deloitte. Young people do spend more time watching DVDs on a computer -- 1.9 hours a week -- than any other age group.

Millennials spend the most time with media in general than any other group, making up for their TV time with with video games, music and the Internet. TV, however, remains the most influential advertising medium, followed by magazines, the Internet, newspapers, radio and billboards, per Deloitte.

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