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In this special event open to all ARF members, hear directly from the ARF Young Pros, as we discuss one of the most analyzed, scrutinized, criticized and glorified generations ever – the Millennial. Following a presentation of MTV’s landmark generational study, a panel of Young Pros from throughout the industry will react and discuss.
Jillian Curran – Sr. Manager, MTV Research & Insights Innovation
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“The New Millennials Will Keep Calm and Carry On”
MTV set out to understand the younger end of the Millennial demo, 13-17 year olds, who will soon move into the “sweet spot” of MTV’s core target demographic of 18-24 year olds. This is a landmark generational study that builds on MTV’s long legacy of deeply understanding our audience, as part of an effort to constantly reinvent ourselves and stay at the bleeding edge of youth culture. Millennials are one of the most analyzed, scrutinized, criticized and even glorified generations ever. But what much of Millennial research fails to recognize is that there are two distinct groups within the generation, as illustrated by MTV’s new study.