This misses the point. Statistics are like bikinis: What they show you is revealing, but what they hide is VITAL. Great. A whole 100 people took the time to Google blackshirts when it was mentioned. But where are the stats for the number of people that didn't? For how many did the reference go straight over their head? And more importantly, how many would more clearly have understood where Nate Gerry played college ball (without needing to Google) if he had simply said "University of Nebraska"? This graph makes my point. How many hundreds of thousands of people were tuned in and paying attention when he said that. And you only got 100 people to jump through the hoop you wanted them to jump through? How about not putting hurdles in front of people (outside Nebraska) understanding your brand in the first place?