This is an amusing if unsurprising graph from Chris Blattman's blog, who snarkily writes:
Edmonton’s water utility published this graph of water consumption during last Sunday’s gold medal Olympic hockey game. Roughly 80% of Canadians were watching.
I believe the beer consumption picture looks exactly the same, but upside down.
This reminds me of when I was a teenager; my family loves to watch ice hockey, and we went to many games at the local college. There was one character in particular (a season ticket-holder) who would get up in the middle of the second period during every freakin' game to go to the bathroom, and all his friends would start singing, "We know where you're going! We know where you're going!" :)