The Census Bureau thinks the only way to improve the numbers is to make more use of statistical sampling methods.

ECONOMIST: Statistics

These spikes in viewership allow a fledgling channel to showcase its other programs to a large sampling of the country, and make some significant advertising gains.

FORBES: Two Nights Of Lance Armstrong Too Much For Oprah Winfrey Audience

The difference this new method can make was dramatically illustrated in January when Gallup made its switch from quota sampling.

ECONOMIST: Why the polls got it wrong last time