ITV4 breaks record with Tour de France
Editor | 26-07-2013
As he crossed the finish line at the Champs-Élysées, Chris Froome was not the only one celebrating a successful Tour de France: ITV4 had delivered its highest ever Sunday share.
Froome’s victory in the 100th Tour de France was watched by 1.1 million viewers on Sunday 21 July, peaking at 2.2 million at the dénouement. This was the first time the tour had topped a million viewers on ITV4, resulting in the channel having its highest Sunday share ever.
Driven by the success of Sir Bradley Wiggins in 2012, the 70 plus hours of live coverage was on par with last year’s average of 300,000 viewers. ITV4 said this was a “remarkable achievement” given the fact that the unseasonable good summer weather in the UK has seen total TV audiences fall 11% year-on-year.
Even though the nightly highlights show on ITV’s digital channel averaged half a million viewers, down on 2012, in total ITV4’s coverage of the Tour over the past three weeks reached 8.2 million viewers, 14% of the UK viewing population. The ITV Sport daily podcast also made it to No 1 in the iTunes Podcast Chart earlier this month.