Generation X encompasses the 44 to 50 million Americans born between 1965 and 1980. Members of Generation X are largely in their 30s and early 40s. (…) This generation marks the period of birth decline after the baby boom and is significantly smaller than previous and succeeding generations. This also means that effectively marketing and advertising to this smaller group is important because the target market is so much more concise than the baby boomers and other generations. (…)

The main obstacle advertisers face with the “general” web is the shared broadcasting experiences between viewers/listeners. In these scenarios, advertisers are forced to produce broad ads that appeal to the masses vs. individuals, thus resulting in consumers not identifying with the ads and brands.

More here: http://www.adotas.com/2013/02/entertainment-unicasting-the-meeting-ground-for-gen-x-and-gen-y-advertising/