A new study by Knowledge Networks shows that Millenials (those now 13 to 28 are more likely to watch tv online that any other generation. They also give more consideration to the sponsors of an online episode than any other group.

One-third of Millennial respondents had visited an official TV program Web site. Only 27% of the Gen X (ages 29 to 42) and 19% of early boomers (ages 43 to 54) had done the same.

Consider that even 60% for these Millennials who responded said that sponsoring a tv show on their site could increase the consideration of a brand.