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Athletes take photographs and no doubt send tweets as they enter the arena during the closing ceremony for the 2012 Olympics in London on Sunday. Though NBC privately had expected a smaller audience than for the Beijing Olympics of 2008, the network’s prime-time audience averaged 31.1 million people a night through Saturday, up 12 percent from Beijing. Analysts found that sharing the experience through social media increased people’s interest in viewing the events. (Associated Press)

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