This took a study
Impressive science-doing by the folks at Nielsen, who've determined that the more people are talking about a television show, the more people might tend to be watching that show:
By analyzing Tweets about live TV, the study confirmed a relationship between Twitter and TV ratings. It also identified Twitter as one of three statistically significant variables (in addition to prior-year rating and advertising spend) to align with TV ratings.
Honestly, we could've told them as much by pointing them to our Twitter feed during the Belk Bowl: