Tour of Britain enjoys record UK TV audience

Almost 1m viewers tuned in daily

Mark Cavendish wins the final stage in Guildford

The 2012 Tour of Britain enjoyed its largest ever television audience with almost a million viewers tuning in to watch either live coverage or highlights of each stage.


It the first year the race was afforded live television coverage on ITV4 and the broadcaster was rewarded with an average of 382,000 viewers across each of the eight days of action.

Mirroring the increased interest in cycling after a summer of unprecedented British success, daily audiences for the one hour evening highlights programme attracted an average figure of 526,000 each day – up 12 percent on 2011.


Jonathan Tiernan Locke became the first British winner of the race since 1993 when Chris Lillywhite took victory in what was then the Milk Race.