In the current world of humongous data volumes, smart analysis is the key to making sense of things. And today, more than ever before, the general public has access to data that can be analysed for free. Like via twitter we have access to what a lot of people in the world are talking about at any given moment in time. Mapping this data to various events happening at that time, gives a very powerful technique to analyze the impact of these events (or even tv shows) and the kind of conversations they are generating.
Below is a video that talks about some of this (in its later part). It is also a very nice watch if you like data visualizations.