While young adults and millennials are attached at the hip with their cell phones, traditional media still plays an important role in reaching these audiences.  Reach via smartphones has surpassed traditional TV among Adults 18-34, however radio is still the highest reach medium for this target.  Among  older adults, traditional TV is still one of the highest reach mediums.  A big factor in the increase in reach in mobile media at the same time as traditional media holding constant is multi-tasking/ cross device interaction….92% of consumers are multi-tasking while watching TV.  This means advertisers need to be mindful of an integrated multi touch point approach to their marketing plans for all generations.