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"Nielsen Media Research" is no better then asking 10 people on the street. They have around 50K boxes out at one time and then just extrapolate out the numbers. So take the total and divide by like 10,000 that is how many in there tiny pool watched the show. All of there ratings are bullshit and might as well be pulled out of your ass.
Sadly the suits seem to think they are the word of god or some shit...
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