We live in the age of data, on the personal and demographic scale.  Research is changing our understanding of who consumes content, how they do so, and what value they offer advertisers and partners.  We know now that there is a group of people who control 70 percent of domestic consumer spending; spend more time  on social media; buy 52 percent of  movie  tickets and 68 percent of theater tickets; and watch more TV than any other group.  This demographic is vast: 51 percent of the population.

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