Lance Armstrong has returned to lead the Tour de France out of the ratings wilderness.
Versus averaged 479,800 viewers for the first 10 stages of the 2009 Tour de France, up 77% from 270,400 viewers through the comparable point last year. Coverage of the event has seen a sharp increase among key male demographics, including an 85% rise among men 18-34 and a whopping 132% jump among men 18-49.
Compared to ’05, the last time Armstrong participated in the race, viewership for live morning telecasts is up 15% — with a 6% rise among men 18-34 and a 15% increase among men 18-49.
To put the numbers in perspective, the 479,800 viewers for the Tour de France tops the 442,300 viewers Versus averaged for the first round of the ’09 Stanley Cup Playoffs and the 353,000 viewers the net averaged for college football games in ’08.
