Nielsen Relates Buzz to TV Ratings

An interesting result.  Yet not overly surprising to me.  People who have lots of spare time?   " ...  Today Nielsen, the venerable measurement service, shed light on the question of how online social media "buzz" relates to TV ratings. It seems that within a few weeks prior to the premiere of a new television show, a nine percent increase in social media comments correlates to a one percent increase in ratings among people aged 18 to 34, who are the most active social networkers. Later in the TV season, it takes a 14 percent increase in buzz to correspond to a one percent increase in ratings. This correlation is statistically significant, and the analysis is the first to make such a link, according to Radha Subramanyam, Nielsen's senior vice president of media analytics.... "