Advertisers should focus on college students’ favorite leisure activities when targeting these important consumers. The number one favorite leisure activity for college students is attending movies (77% of students), as much as two to three times per month (14%). The second favorite pastime of college students is going to bars and nightclubs (34%). This is followed by going dancing, going to the beach, swimming, attending rock concerts, jogging and traveling. During such a prime life stage, college students become influenced by what is in the media, mostly by radio, television and magazines. Advertising in print media, such as magazines and newspapers, is sure to catch the eye of these brand loyal consumers. (Source: MRI, 2002)