You won't see Carson Daly introducing the song on MTV's "TRL," either.

But don't touch that dial, because here it comes, in between segments of Fox Sports Net's "Best Damn Sports Show Period" or CBS' "Late Late Show With Craig Kilborn" or Comedy Central's "The Man Show":

Give it up for "Love Songs," as commissioned by Coors Light!

I. Love. Football on TV.

Shots of Gina Lee.

Hanging with my friends.

And ... twins.

I. Love. Burritos at 4 a.m.

Parties that never end.

Dogs that love cats.

And, and - twins!

Set to raging guitar riffs and performed by a guy who sounds like he just took six shots of 101-proof rum and chased them with wheatgrass, this tune has become the song of the moment for young men everywhere.

Go to the gym - you'll hear somebody humming it.

Go to the sports bar - you'll see somebody mouthing it.

Go to Golden, Colo. - you'll hear somebody requesting it.

"We're getting calls from 21- to 25-year-old males who want to know where they can buy the song," says Hilary Martin, a spokeswoman for Coors Brewing Co., which is based in Golden. "And it's just a commercial jingle."

This is the anthem of the Frat Boy Nation.

You know the Nation.

It's not necessarily associated with college fraternity life - just a simple set of core values that marketers and the media have increasingly latched on to and which some say reflect a move away from the "Sensitive New Age Guy."

And a reaction to the rise of girl culture.

You see the Nation in the fridge-full of current alcohol ads, including Coors Light's "Love Songs" spot. And on the front cover of one of the Nation's favorite magazines, Maxim: "Sex. Sports. Beer. Gadgets. Clothes. Pirates."

Ah, pirates. Humor. The Frat Boy Nation loves to laugh - which may explain why Jimmy Kimmel is the Nation's unofficial president. On "The Man Show," Kimmel and co-host Adam Carolla celebrate chauvinism with a nudge, a bleary-eyed wink - and a barely clothed woman jumping on a trampoline.

If it sounds obscene, consider this: With "The Man Show" among the Frat Boys' TV favorites, Kimmel is expanding his empire. Already a regular on "Fox NFL Sunday," he'll soon have his own post-"Nightline" show on ABC, too, joining fellow Frat Boy favorite Kilborn in the network TV late-night ranks.

Dude, sweet! (Insert high-five here.)

Of course, if you can't catch Kimmel, Kilborn or any of the other televised paragons of piggishness because you spilled beer all over your TV set during your last kegger, and if you've already memorized the contents of the new Maxim (actual cover headlines include "Seduce her with salt" and "Score More!"), fret not about getting your Frat Boy fix.

You can simply drive by one of those Coors Light billboards that show a pair of sexy sisters and simply say: "Here's to Twins."

"The kind of piggish attitude that prevailed pre-Alan Alda, pre-Anita Hill, pre-PC-sensitive guy days - it's all back again, and it's in a new era when you can do so much more," says Robert Thompson, a Syracuse University professor and president of the Popular Culture Association. "After that period of the sensitive male who could cry at a movie and who knew not to use 'he' all the time, it was inevitable we'd get into the backlash. And it's really hitting the mainstream now."

Says Lisa Guerrero, a reporter for Fox Sports Net: "The pendulum has swung toward dude-driven television and advertising and magazines. Everybody's trying to appeal to that male 18-to-34 demographic."

Guerrero gets to observe this trend from a particularly fascinating vantage point: She's also an island of estrogen in the sea of testosterone that is the "Best Damn Sports Show Period," which otherwise stars guys' guys like the audacious actor Tom Arnold and the beer-swilling, tobacco-spitting, swashbuckling former baseball player John Kruk.

It's a show that does not necessarily resonate with Guerrero herself.

"It's a very specific kind of show for a specific audience," says the former NFL cheerleader, who will appear in a pictorial in the September issue of Maxim. "I watch 'Sex and the City.' I relate much more to Carrie Bradshaw than Tom Arnold."

But not so for the Nation:

"Best Damn Sports Show" has become a big hit among 18- to 34-year-old males - a group that TV executives, magazine publishers and radio programmers are chasing in their never-ending pursuit of ad dollars.

"For advertisers, that demo is gold," says George Greenberg, executive vice president for Fox Sports Net. "People are just now tapping into it and realizing how powerful it is."

It's so powerful that it's changing pop culture.

Greenberg, a former marketing executive for the Fox network, says that 10 years ago something like the "Best Damn Sports Show" wouldn't have worked.

"Tonally, it might have been too avant garde," he says.

But in the decade since, shows like "Fox NFL Sunday" and media personalities like Howard Stern "and all the other guy stuff that's floating around out there - it's all advanced the ball so you can now do a show like ours," Greenberg says.

And it's about time, says Greg Gutfeld.

Gutfeld is the editor of Stuff, Maxim's kid (frat) brother publication that also targets young adult males.

He says there hasn't actually been much of a cultural shift; it's just that the media world has finally figured out what makes guys tick.

"Guys haven't changed at all; the only thing that's changed is that people figured out you communicate with guys by using humor," Gutfeld says. "It's always been in TV shows, like 'Cheers.' But for whatever reason, it was supposedly off limits in other areas, like men's magazines and commercials."

But now, Stuff, Maxim, For Him Magazine and the like have become publishing success stories "because they talk to guys in a language they understand. But it's not frat language. That whole frat-boy mentality thing is the shorthand the media uses to address the phenomenon. But we're smarter than that. Stuff's humor is more ironic and intelligent - more 'Simpsons' than 'Animal House.' "

Of course, the scantily clad women who fill the magazines and beer ads and jump on Kimmel's trampoline are more "Animal House" than "Simpsons."

Then again, that's not the story, says Christopher Napolitano, a senior editor at Playboy.

Instead, a story about the arrival of the Frat Boy Nation should start with - female empowerment.

"It's just the male reaction to it," Napolitano says. "But it's not in opposition to how women are feeling; it's more of a release - sort of like a steam valve."

"These shows and products that are geared exclusively to men - they're like a chance to head out to a bar and know that nobody's going to eavesdrop, so guys can get jerky and silly and adolescent and have a big laugh."

But really, he says, it's harmless.

After all, the Sensitive New Age Guy hasn't really disappeared - even if Alan Alda has fallen off the radar lately.

"Guys are still very new agey and sensitive - especially compared to our Cro-Magnon fathers," Napolitano says. "In their personal dealings and in their approach with women, men know they have to listen now. ... That whole macho thing is just gone. That's the reality, and guys get that.

"But there's still this little fantasy world where we can get together and be stupid and have a wild night and just be guys."