'Best-ever' ToB sees daily ITV4 highlights reach over 400k

Over 1 million spectators watch Tour of Britain 2010

The 2010 edition of the Tour of Britain has been praised as the best-ever by its organisers, with over one million roadside spectators and thousands of TV viewers watching the pro cycle race.

An average of 401,000 viewers per night tuned into the ITV4 highlights – an increase of 32 per cent on 2009.

Next year’s event will take in England, Scotland and Wales – the first time that has happened in one edition of the race.

“We are delighted with the 2010 Tour of Britain,” said Hugh Roberts, chief exec of SweetSpot Group.

“From the feedback we have received from our partners, teams, riders, the media and spectators, I think we can easily say that this has been the best-ever edition of Britain’s national Tour.

“Despite not always having the best of the weather in the first half of the week, we still had huge, passionate support on the roadside, showing the popularity of The Tour, and the sport of cycling in this country.

“It was particularly heartening to see the new regions we visited this year in Norfolk, Suffolk and Essex embracing the concept of the race so wholeheartedly, with a number of comments being made by experienced members of the race organisation about the ‘Tour de France’ style crowds lining the routes of both stages, which is certainly very encouraging for future editions of the race.

“I’d also like to take this opportunity to say a big thank you to everyone who played a part in the success of The Tour of Britain, from the staff and volunteers who help ensure to the race runs smoothly, to the teams and riders themselves for putting on such a top-class display of cycle racing."

Michael Albasini won the Tour – the first ever Swiss victor of the race.

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