LAGUNA HILLS, CA (BRAIN)—Call it the "Lance Effect," call it what you will, this year's Tour de France TV ratings were way up over last year.
Live morning coverage was up was up 98 percent over last year, with nearly 530,000 viewers, compared with more than 267,000 from 2008.
Average viewership for men ages 18-34 was up 121 percent, men ages 18-49 was up 128 percent and men ages 25-54 was up 104 percent.
Traffic on Versus.com increased 118 percent over 2008, with the site delivering more than 13 million videos, doubling the amount from 2008 (6.5 million).
With Armstrong racing at next year's Tour de France with his new team RadioShack, it would seem likely for those numbers to grow even more for 2010.