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According to a recent Frank N. Magid Associates' study on millennials, the internet is quickly rivaling TV for the attention of young people in an increasingly cluttered media world.
"Putting all of your money in TV is a huge mistake, if you want to reach the recent college grad," explains Samantha Skey of Alloy Media + Marketing. "But at the same time, you can't ignore it. Young people watch a ton of TV, but it has become an ambient form of media for them, so it competes with a lot of other stuff.
Calling recent college grads a demographic group is a mistake, according to Brian Mathena, media director for Carat Fusion.
"They're more of a life-stage group," Mathena says. "For that reason they're difficult to target."
Mathena recommends finding recent grads where they're most likely to look, but cautioned that he prefers to segment them by age and other demographic indicators.