The combination of the culmination of Lance Armstrong’s cycling career and the premiere of series acquisition Survivor lifted Outdoor Life Network to the most-watched day in its history.
The Comcast Corp.-owned network netted a 2.08 household rating for its live coverage of Armstrong’s seventh and final Tour de France championship July 24 from 8:30 a.m.-12:15 p.m. (EST), according to Nielsen Media Research data.
The average of 1.7 million viewers made it the most-watched telecast in the network’s 10 years, according to network officials.
The debut of Mark Burnett reality series Survivor scored a 0.92 household rating in the 45-minute-commercial-free telecast that immediately followed, the highest-rated non-Tour de France programming ever for OLN.
Subsequent Survivor airings at 7 p.m. and 11 p.m. that day pulled in 0.22 and 0.5 household-ratings marks, respectively. The latter was OLN’s best late-night rating to date.
All told, July 24 was OLN’s highest-rated day ever, as it scored a total-day (7 a.m.-3 a.m.) mark of 0.67, with some 560,895 viewers tuning in on average.
Over the course of its 23 days of Tour coverage, OLN saw its gross household rating increase 17% to a 2.26, while total viewership was up 19% to a 1.76 million average.
For its live morning telecasts, OLN registered a 27% gain to a 0.79 average, with a 32% advance among viewers to a 607,250 average. For its taped primetime Tour telecasts, OLN scored a 0.53 household average, a 15% gain, and a 13% increase in viewership to 434,850.