August 1, 2021

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Tour de France: audiences at their highest since 2016

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Posted on Jul 19, 2021 8:07 PMUpdated on Jul 19, 2021, 6:11 PM

Great audiences for the Tour de France 2021. 42.4 million French people watched at least one minute of the Grande Boucle, up from the 2020 edition (39.6 million), which had been postponed in September due to the pandemic. This is above all a record, according to data from France Televisions.

On France 2 and France 3, the race gathered an average of 3 million viewers with an audience share of 29.8%, against 2.8 million and 27.3% respectively in 2020, according to Médiamétrie, thus signing the best edition since 2016.

In detail, France 2 recorded increasing scores with 3.4 million viewers (the highest since 2016) and 35.8% audience share (unheard of since 2015), according to Médiamétrie.

15-year-old record for 15-24 year-olds

France 3 gathered on average 2.4 million viewers and 21.6% audience share (best score since 2019). “This edition got off to an excellent start in Brittany, with great enthusiasm from the public, who saw themselves on television. The victory of Julian Alaphilippe at the first stage, then the good performance of the grandson of Raymond Poulidor aroused a lot of interest, welcomes Laurent-Eric Le Lay, sports director of France Télévisions. The Tour de France is a unifying event, popular in the current context. And the bad weather at the start also played a role ”.

The mountain stages have, like every year, been very well attended. For example, that of July 14 between Muret and Saint-Lary-Soulan (in the Pyrenees) gathered 5.9 million viewers on France 2, the best audience for a stage of the Tour since 2013, with a peak at 7, 9 million on arrival.

Young people have been assiduous in front of their television sets with a record audience share (for at least 15 years) of 35.4% of 15-24 year olds, even if the average age remains high and stable at 63 years. “Some people may have had the impression that the Tour de France was primarily targeting the over-50s. We see that this is a received idea, ”continues the specialist.

Almost 10 million advertising revenue

La Grande Boucle has also benefited, like all television channels, from Médiamétrie’s new audience measurement since spring 2020 including “out of home” (at the office, in bars, etc.) on different screens (smartphone, television, etc.), which notably played on the cover.

In terms of advertising, turnover increased by 11.8% compared to 2020, and even by 17% compared to 2019, approaching the symbolic bar of 10 million euros net (classic advertising, sponsorship etc.), according to the data of the public group. 116 advertisers (including 67 new) communicated in the Tour de France.

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