Marketing

OLN’s Tour de Lance Ratings Surging

7/20/2005 10:40 AM Eastern

Outdoor Life Network’s ratings are showing no signs of slowing down with just four stages left in this year’s Tour de France.

After 18 days of coverage, OLN has averaged a 2.06 gross household rating, a 31% jump from its 1.58 average through the same span last year, according to network officials. Viewership has grown 34% over the same period to 1.61 million on average from 1.2 million last year.

OLN is also scoring across different dayparts with its presentation of Lance Armstrong’s final tour. The network’s live telecasts have averaged a 0.66 household rating, ahead 47% from last year, while viewership has climbed 51% to 498,395. In primetime, OLN was ahead 33% to a 0.52 mark, with viewership jumping by one-third to 434,809.

“Our Tour ratings have surpassed our expectations,” OLN president Gavin Harvey said. “The Tour has delivered for us and for our sponsors and advertisers. Now, as the riders make their way into Paris, we anticipate a strong finish as fans and viewers tune in to see the conclusion of the race and to see Lance Armstrong complete his final Tour de France.”

OLN’s Tour coverage concludes in Paris July 24. Armstrong held a 2:46 edge over second-place Ivan Basso.

September