I measured a few different times in college. It was a fraternity thing. There was a lot of comparing going on. However, there's another story I have that just happened and I think is more interesting.
I was recently in Europe, vacation, and staying at a hostel. I was leaving early in the morning, so I was in the room packing. The walls were thin and I could hear the guys in the room next to me talking. When I heard one guy say that he was really small, I was curious and I listened closer at the wall. The guy that was talking about his size was really getting specific with how he feels he doesn't measure up and how he wonders if his girlfriend broke up with him because of it. The other guys (there were four of them) started talking about size and sex and everything.
Anyway, guy 1 wants the opinion and whips it out. Keep in mind, I can only hear through the wall, can't see anything. The others tell him it looks like 4 1/2 inches soft, so he tells him he's going to get it hard and they all start to compare. The guys were in college (American) and had been friends since high school (two of them commented about seeing each other naked in gym class). No one had a ruler so they just compared. One guy said he knew for sure he was six inches. One guy was about the same as him. One guy was a little bigger. The first was the smallest, but not by much.
I found the whole exchange extremely hot and actually jerked off while listening. Then, I heard them getting ready to go out, so I got dressed because I knew I had to attach images to the voices. I ran down to the common room and then ran into some girls I met that were going out with them, so I got myself invited and hung out with them all night. They were cute, normal looking dudes and they never realized I had listened to their entire dick comparing fest.
The small guy was the cocky one. I found this hilarious and I wanted to throw out "but you have a small dick" more than once, but didn't. I'm a gentlemen.
The moral of the story is that kids these days still compare their dicks.