Publications on the Tour de France TV ratings for the first week show a general decline in almost all markets. In the key cycling countries, including France, Italy, the Netherlands, and Belgium, there is a consistent drop of five to seven percent compared to the five-year average, while Spanish viewership plummeted by nearly thirty percent.
This contrasts with last year, when several of these countries, particularly the Netherlands, France and Flanders, showed significant increases. The numbers somewhat stabilized in the second week of this Tour, but despite a substantial recovery in France and Germany, the downward trend remains clear and is especially concerning for Spain and the Netherlands.
Data for Europe's non-core areas are less accessible but are also assumed to have declined. Sponsors active exclusively in a specific country or region struggle to achieve a return on their investment when viewership drops in that geographically limited market.
Cycling economy expert and professor Daam Van Reeth points out that the audience in the main non-European cycling countries over recent years (like Colombia, the United States, Australia and Great Britain) is also decreasing across the board. Van Reeth estimates the total U.S. audience at just tens of thousands, a drastic drop from the million-plus viewers during the Lance Armstrong era.
The reasons behind these seemingly broad declines are less clear. In some cases, like Colombia or Spain, it may be the absence of national stars. In others, such as the U.S., it might be due to less accessible and lower-quality race coverage.
Part of the waning interest could also be attributed to the current era dominated by Tadej Pogačar and his UAE Emirates XRG team. Since the first mountain stage in the Pyrenees, there has been less excitement and unpredictability in the Tour.
This article was written by the American platform The Outerline (Steve Maxwell / Joe Harris / Spencer Martin), with whom WielerFlits and Cyclingflash.com have a partnership. The Outerline produces in-depth articles and commentaries on the economy, governance, structure, and competition of professional cycling. They also have strong connections in the anti-doping world and frequently publish groundbreaking stories.
