> if the result wasn't statistically significant, there's no evidence that rates for females increased. That's not quite right. A conclusion of no statistical

> if the result wasn't statistically significant, there's no evidence that rates for females increased. That's not quite right. A conclusion of no statistical significance is not a conclusion that there is no evidence to support the hypothesis, but that there is insufficient evidence. The study failed to disprove the null hypothesis, but "failure to disprove" does not prove it to be true either. A more powerful study (with a larger sample size, or one that includes this incident in a meta-study of similar media events) might be able to use this data to support a positive conclusion.