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SBD/Issue 216/Sports Media
Lance-A-Lot: Versus' '09 Tour de France Viewership Up Nearly 100%
Published July 29, 2009
Versus' viewership for the Tour de France jumped almost 100% from the '08 race as viewers clearly were interested in Lance Armstrong's return to the event he had won seven times before retiring in '05. The net averaged 500,000 viewers for live morning coverage of the 21 stages this year, including bonus windows leading into the regularly-scheduled telecasts. That is up 97.6% from 253,000 viewers last year. Excluding any bonus stages, the '09 Tour averaged 530,000 viewers, up 97.8% from '08. Live morning viewership on Versus also saw triple-digit growth in all key male demos over '08. The eight mountain stages in this race, which tend to be the most popular among cycling fans, saw Versus draw an average of 619,000 viewers during live coverage (excludes bonus coverage), up from an average of 339,000 for five mountain stages last year. Stage 20, the final competitive leg of the race, was the Tour's most-viewed telecast with 792,000 viewers. Versus also aired taped coverage of each stage in primetime, averaging 283,000 viewers for 21 telecasts, which excludes primetime recaps on the Tour's two rest days. That figure was up 51.3% from 187,000 viewers last year. The chart below lists stage-by-stage viewership for this year's live morning and primetime re-air telecasts.
|
'09 TOUR DE FRANCE VIEWERSHIP
|
|||||
|
STAGE
|
DATE
|
LIVE
|
VIEWERS (000)
|
RE-AIR
|
VIEWERS (000)
|
|---|---|---|---|---|---|
|
1
|
Saturday, July 4
|
9:30am
|
456
|
8:00pm
|
124
|
|
2
|
Sunday, July 5
|
8:30am
|
389
|
8:00pm
|
189
|
|
3
|
Monday, July 6 |
8:30am
|
355
|
8:00pm
|
288
|
|
4^
|
Tuesday, July 7 |
8:30am
|
467
|
8:00pm
|
308
|
|
5
|
Wednesday, July 8 |
8:30am
|
484
|
8:00pm
|
331
|
|
6
|
Thursday, July 9 |
8:30am
|
408
|
8:00pm
|
299
|
|
7*
|
Friday, July 10 |
8:30am
|
563
|
8:00pm
|
345
|
|
|
BONUS COVERAGE |
8:00am
|
208
|
n/a
|
n/a
|
|
8*
|
Saturday, July 11 |
8:30am
|
714
|
8:00pm
|
203
|
|
|
BONUS COVERAGE |
7:30am
|
261
|
n/a
|
n/a
|
|
9*
|
Sunday, July 12 |
8:30am
|
555
|
8:00pm
|
240
|
|
|
BONUS COVERAGE |
7:00am
|
228
|
n/a
|
n/a
|
|
Recap
|
Monday, July 13 |
n/a
|
n/a
|
8:00pm
|
115
|
|
10
|
Tuesday, July 14 |
8:30am
|
462
|
8:00pm
|
271
|
|
11
|
Wednesday, July 15 |
8:30am
|
476
|
8:00pm
|
261
|
|
12
|
Thursday, July 16 |
8:30am
|
411
|
8:00pm
|
245
|
|
13*
|
Friday, July 17 |
8:30am
|
485
|
8:00pm
|
325
|
|
14
|
Saturday, July 18 |
8:30am
|
629
|
8:00pm
|
224
|
|
15*
|
Sunday, July 19 |
8:30am
|
712
|
8:00pm
|
297
|
|
|
BONUS COVERAGE |
7:30am
|
369
|
n/a
|
n/a
|
|
Recap
|
Monday, July 20 |
n/a
|
n/a
|
8:00pm
|
163
|
|
16*
|
Tuesday, July 21 |
8:30am
|
597
|
8:00pm
|
370
|
|
|
BONUS COVERAGE |
6:30am
|
268
|
n/a
|
n/a
|
|
17*
|
Wednesday, July 22 |
8:30am
|
591
|
8:00pm
|
350
|
|
|
BONUS COVERAGE |
6:30am
|
309
|
n/a
|
n/a
|
|
18^
|
Thursday, July 23 |
8:30am
|
529
|
8:00pm
|
417
|
|
19
|
Friday, July 24 |
8:30am
|
436
|
8:00pm
|
261
|
|
20*
|
Saturday, July 25 |
8:30am
|
792
|
8:00pm
|
352
|
|
|
BONUS COVERAGE |
7:00am
|
366
|
n/a
|
n/a
|
|
21
|
Sunday, July 26 |
8:30am
|
710
|
8:00pm
|
249
|
|
|
BONUS COVERAGE |
7:30am
|
348
|
n/a
|
n/a
|
NOTES: All viewership based on live+same-day data. * = mountain stage. ^ = time trial.
ONLINE: Versus.com's traffic during the Tour de France also saw massive increases, as it was up 117% over last year. Site visitors viewed 16 million videos, up 146% over 6.5 million views last year and 370% over 3.4 million in '07.
