The New York Knicks' Jeremy Lin has rocketed to the top of the charts when it comes to social media buzz and traditional TV viewership of NBA games. Nielsen/McKinsey's NM Incite group there has seen a 73% increase in TV viewership for NY Knicks games on ESPN and MSG. The biggest individual game was the nationally aired game on ESPN on Feb. 10 between the Los Angeles Lakers and New York Knicks. It was the most-watched Friday night regular season NBA game on the network so far this season with just over 3 million viewers. On the social-media front, Lin went from a zero score on Feb. 4 to a 0.32% of all online conversation by Feb. 15. In terms of the NBA, this was more than the New York Knicks, and big NBA players LeBron James and Kobe Bryant combined.