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John Rood, chief marketing officer for Magid, said consumers’ willingness to turn on the TV at all hours will continue to benefit the Olympics as time goes on.

Those predictions have been found wanting, says Anna Rood, a seismic hazard scientist at the Global Earthquake Model Foundation who led the work, which is accepted in Seismological Research Letters.

In 2020, Rood had conducted an analysis of precarious rocks along the Hosgri fault near California’s Diablo Canyon Power Plant to gauge the earthquake threat to the plant’s nuclear reactors.

But if they hold up, Rood says, “There are real implications for the people living in this area.”

“That this rock has been recording and surviving these earthquake events for 50,000 years is a crazy amount of data,” Rood says.