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Exactly. The 18-35 demographic transcends Nielsen Ratings. Nearly ever company uses this age window is a prime demographic to target. The difference is that more and more, it is turning from an 18-35 window, to a 13-30 window. It's getting younger and younger.Advertisers don't care about 10 years of Boomer spend. They want 40 years of youth spend. That is just the way it is.