Every now and then you stumble across research so mind-bogglingly obvious you wonder why they bothered.
Research like, ‘Sword-swallowers are more prone to suffering from sore throats’, according to consultant radiologist Brian Witcombe. Not to mention perforated intestines and internal bleeding. Stuff like that.
Today, courtesy of MindShare, we learn that the Opening Ceremony for the world’s highest profile sporting event, being hosted by far the world’s most populous nation will, probably, have attracted the largest TV viewing figures ever for a live event – around 2.3bn. We also learn that viewing figures in the UK and Europe were probably not as impressive because we are at work. Groan.
