Tour de France: The Ratings

Media Life Magazine: “One nasty spill for the Tour de France.” The article’s gist: The “cume” — the number of people who watched at least once, was up. But average viewership for the broadcasts was down as much as 20 percent. The reasons: Number One–no Yank stars (sorry, Christian Vande Velde). Number Two–le dopage. Quote from the article:

“Versus says that a larger number of people than last year tuned into at least some portion of Tour coverage, but average viewership took a hit, meaning many of them did not return after sampling.

“Doping deserves some of the blame.

“ ‘Obviously it’s the elephant in the room,’ says Marc Fein, Versus executive vice president of programming, production and business operations at Versus. ‘Some people might be turned off a bit by the bad things that have happened, the doping in the sport.’ ”

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More People Are Watching the Tour, and Fewer, Too

By way of Frank Steele’s Tour de France blog, an item from The Oregonian: “Tour de France ratings down so far on Versus.” The article reports the following Nielsen numbers for this year’s Tour broadcasts:

Live broadcasts (starting at oh-dark-hundred on the West Coast): 230,000 average viewership. 2007 average: 343,000.

Average viewership per broadcast (both live and taped): 143,000 (for 35 broadcast between July 5 and 10). Last year’s average: 171,000 (135 telecasts including both pre- and post-Tour shows; I’ve found some stats (in an article on Tour advertising, here) that suggest that this number was flat from 2006, the Landis year, but down from 315,000 in 2005, the year of Armstrong VII).

That seems clear enough, right? Viewership is down, and thus the item’s headline.

Well, then, check this out: On July 17, three days after The Oregonian was peddling its apples, MediaPost’s Media Daily News offered these oranges under the headline “Tour de France Cycles Ratings for Versus”: “The channel has seen a 16% gain in its cume number of viewers–those who have seen some part of the race over the first 10 days. Versus says that number is 20.8 million versus 17.9 million of a year ago.”

OK, even though I’ve worked in broadcast media, I’m not fluent in Nielsen. I’m not sure how that cume number is derived–whether it represents distinct individuals (as it allegedly does in radio) or whether one person who tunes in to three Tour shows a day for 10 days counts as 30 viewers. I suspect it’s the latter, because if it’s 20.8 million individual American TV viewers, I wouldn’t get so many blank stares when I mention the Tour to non-cyclists. Moving on:

The Media Daily News report also notes the following: that the average viewership of the Versus live a.m. broadcasts is 270,359 this year, which Versus acknowledges is down 13 percent from 2007. At the same time, Versus says the Nielsen rating for the live broadcast–the percentage of the 112 million TV homes in the United States tuned in during the show–is flat from last year at 0.3. Those numbers don’t square with The Oregonian report, which is apparently based on a different span of broadcast days, but never mind. Versus says most of its other Tour broadcasts throughout the day are showing gains.

And the MDN story also gets down to business: Versus says that in the gold-mine demographic, 18 to 34 year old males, the Tour broadcasts are way up over last year: 91 percent higher for the morning show, 108 percent for one of the afternoon (EDT) rebroadcasts, 99 percent for the late-night rebroadcast.

There’s a lot of spin here, all for the benefit of advertisers. Versus is busy trying to show how fewer viewers are really more.

I want to do some historical comparisons with pre-2007 Tours, both on Versus/OLN and the broadcast networks who have offered a Tour summary show on weekends since the ’80s. But due to the late hour and the apples and oranges problems I have with the stats, I’ll put off that project till later.

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Stage 16: Your Phil Liggett Quote of the Day

Phil’s World: Commenting on some Australian fans waving an inflated marsupial: “There’s the Aussie kangaroo on the far right there, that must be the encampment. Mind you, it looks a bit like Ayers Rock out here just now … or Ulla-ma-roo, as they call it these days.” That would be Uluru, Phil.

Sherwen’s Turn: Paul on Alejandro Valverde descending: Valverde’s going down this like a pinball. He’s absolutely on the edge of his seat trying to get back in contact with the yellow jersey group.”

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Two Takes on the Climb

Tourclimb071308

A sort of cheesy Versus screen grab from Tour de France Stage 9, the first Pyrenees day, on July 13. In the foreground: Maxime Monfort of Cofidis. He never showed any expression as he attacked on a tough climb. Behind him: David de la Fuente of Saunier-Duval, who briefly held the polka-dot jersey of the Tour’s leading climber. De la Fuente wore the same dramatic grimace all the way up the hill.

(De la Fuente eventually lost the jersey to teammate Riccardo Ricco, who in turn was ejected from the race after a reported positive test for a form of EPO; which ejection, in turn, caused Saunier, with de la Fuente, to quit the race.)

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Journée de Repos

It’s the Tour’s last rest day, and we’re only six stages, a couple of huge days in the Alps, and two or three more positive doping tests away from the big climax on the Champs-Élysées.

Who/what has looked good so far on this year’s Tour:

Cadel Evans. I’m not a big fan; something about him seems unpleasant and cold. But you have to admire a guy who picked himself up from a serious crash and finished one stage in serious pain (he barely made it into the team van unassisted after the racing was done for the day) and comes back the next day to take the yellow jersey. Also admirable: the way he stood up to the repeated attacks of CSC and other riders during the first Alps stage on Sunday. [This just in: Bobke Strut reports on another reason to admire Evans.]

Mark Cavendish. Established himself as The Man of the 2008 Tour with four stage wins. His speed is incredible and you wonder what it would be like to ride with such crazy ferocious abandon–even in the rain!–just once. But the racing is just part of it. The few glimpses of Cavendish we caught during last year’s Tour, when he rode for Team Columbia predecessor T-Mobile, made him look like something of a pouting, prickly jerk. This year, he came across as quiet, affable, thoughtful, and honest about how tiring the Tour was becoming as it progressed. He dropped out after Stage 14 win to prepare for the Olympics. In his post-race interview, he looked exhausted and profoundly sad about having gotten dropped on the last climb of the day and missing the chance for another win.

Jens Voigt. The German attack and pace-making machine for CSC. His efforts are impressive as always and the Versus interviews have shown him to be a funny but fearless competitor.

Robby Ventura and Frankie Andreu. Both have been excellent in their analyst/interviewer roles for Versus. For my money, it’s time to put Team Liggett/Sherwen out to pasture and put this pair in the traces.

Christian Vande Velde. A Chicago native has to love a Chicago native who’s doing great in the Tour. I’d be crazier about him, but there’s something a little flat in his interviews. And face it: Though he has managed to hang in with some of the hardest men in the sport for two-thirds of the Tour, he hasn’t once shown the ability to take the race away from any of them.

The doping bloggers: You can’t tell the dopers without a scorecard, and you can’t make sense out of what’s happening with all this EPO and CERA and A samples and B samples and the rest of the dopage shiz-nit without reading Trust But Verify and Rant Your Head Off. You really can’t.

Who/what hasn’t looked so good on this year’s Tour:

The Tour anti-doping crusade: Three riders have been strung up so far this year. Hey, maybe they did take the stuff. But we yearn for a world in which purity of essence and ideals of athletic perfection might skip the lynching party and exist side-by-side with plain ol’ American due process.

The Versus anti-doping crusade. You know, the last people I need to tell me about the evils of doping in sports are the people who have spent the last umpteen years celebrating absolutely anyone who’s a winner. The network’s new anti-doping religion is just another way to a buck. (And note, another one of the Versus attractions, thugs in cages (or mixed martial arts to those who want to legitimize the “sport”), is gaining widespread attention now because of the widespread use of steroids and controlled substances by its practitioners.) Screw the dopers. Screw Versus.

The Roll/Liggett/Sherwen anti-doping crusade. The finger-wagging and tongue-clucking and high-pitched moralizing is unbecoming, guys. Especially when you’re berating so many riders who in past years you anointed as heroes or near-saints.

The Liggett/Sherwen play-by-play team. In a way, it’s unfair to lump Paul Sherwen in with Phil Liggett. Paul actually has some insights into the race and occasionally manages to deliver them. Phil is merely a fount of verbiage and misinformation. (OK, yes–we live for the moments when he delivers himself of a colorful malapropism.) We loved the way that between the two of them they couldn’t manage to figure out who had assumed the yellow jersey after Stage 15 — even after a good 20 minutes.

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Two Takes on the Climb

Tourclimb071308

A sort of cheesy Versus screen grab from Stage 9, the first Pyrenees day, on July 13. In the foreground: Maxime Monfort of Cofidis. He never showed any expression as he attacked on a tough climb. Behind him: David de la Fuente of Saunier-Duval, who briefly held the polka-dot jersey of the Tour’s leading climber. De la Fuente wore the same dramatic grimace all the way up the hill.

(De la Fuente eventually lost the jersey to teammate Riccardo Ricco, who in turn was ejected from the race after a reported positive test for a form of EPO; which ejection, in turn, caused Saunier, with de la Fuente, to quit the race.)

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Stage 12: Your Phil Liggett Quote of the Day

A few stages ago, when Manuel Beltran got tossed out of the Tour, Phil portentously talked about how the Tour was going on “with head held high” (as our noble cyclists pursue the goal of Clean Riding). Another rider was tossed out of the Tour after a positive drug test yesterday. And today, one of the most exciting riders of this year’s race, Riccardo Ricco, was driven away in police custody after testing positive for a form of EPO. Do such developments stay Portentous Phil from his sermonizing? Not hardly. Here’s Phil at the end of today’s stage, won by another sensational young rider, Mark Cavendish:

“It’s been a sad day for cycling with the disqualification of another rider who still believes they can beat the system. Well, we’ve got news for you, Riccardo Ricco, the system is getting better than you guys, and we are catching you up.”

Beyond the slightly “1984”-ish tone of this pronouncement — I’m thinking of the movie versions of the Orwell story, with tele-screen announcers urging viewers to turn in wrongdoers — this is a breathtaking statement. Riders like Ricco — lionized on the same broadcast just days ago by Phil and company — cannot beat the system. And who is the system? Phil says it’s him and all his friends: the scolding Bob Roll, the clucking Paul Sherwen, and the attendant host of cycling purity nannies.

Sorry, mates: By watching this broadcast, I did not sign up to be part of a crusade against an evil I’m not sure is really evil. And even if the evil is there, the fervent and hyper-moral missionary campaign Versus and Phil are promoting are more distasteful to me than the ills they say they’re trying to cure.

End of rant.

In other Phil quote news:

Describing a chase that gains time, then loses it: “The yo-yo of the elastic has not snapped yet.”

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Stage 10: Your Phil Liggett Quote of the Day

Due to an actual standard work-day schedule on Monday, we missed our Tour TV-watching appointment. In watching the replay, the one featuring Bob Roll and the Craig Hummer, we weren’t taken with very much of what we heard; and of course we were separated, for one race day, from our muse, Phil. That’s all by way of saying we have an honorary Phil quote today from Christian Vande Velde, who for a moment anyway captured the true spirit of Phil:

Hand in hand: “First of all, I’ve looked after myself from day one, from December on. And that’s been more a psychological change for me than anything else. I’ve changed my preparation, what I’m thinking I can do, what I possibly can do, and also physically. I think it goes kind of hand in hand with myself.”

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Stage 9: Your Phil Liggett Quote of the Day

Lovely lumps: “There’s the mountains now. There’s no way out, only over the top, and the riders know it. It’s an awful long detour if you want to go around these big lumps of … of granite down here in the south of France.”

The divine cyclomedy: “The tempo is spreading the sprinters at the moment down the hills. Very shortly the middle-distance climbers will find themselves in trouble because the pace at the front of the pure climbers, the men who are now in their playground. This is their garden, and they’re going to take revenge over the week of purgatory.”

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Stage 8: Your Phil Liggett Quote of the Day

We found the bad apple: “(Team) Liquigas in disgrace after the disqualification of Manuel Beltran found positive after taking EPO. He is out of the Tour de France, but the rest of the riders go on, with their heads held high.”

(I’m extra-special curious to hear what Phil has to say when the next positive test comes in. EPO, for the uninitiated, is erythropoieitin, a substance that can enhance the blood’s ability carry oxygen.)

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