The Social Graf column which appeared on Monday, August 22nd attributed the research on social media buzz and TV ratings to Nielsen, but in fact it was performed by NM Incite, a joint venture of
Nielsen and McKinsey. Additionally, although only four TV shows were discussed in the presentation, the full study actually covered 250 shows. Finally, it should be noted that the portion of the study
addressing Facebook buzz versus blogs and discussion forums only looked at public-facing Facebook fan pages, which may explain the lower volume found there.