In one of the great rights coups, the small network leapt to national prominence as fans tuned in to watch Armstrong win a sixth straight Tour victory.
OLN has held the rights to the race since 2001, and has seen its viewing figures grow year-on-year as Armstrong’s power as a player in the sports world increased.
A low-key sport, interest in the US has rocketed since Armstrong kept winning the title, with him now proclaimed a national hero.
According to figures published by Nielsen Media Research the network broke its own all-time high viewing figures three times during the race, with 1.37m tuning it for the final stages of the race. Normal figures are just 56,580 for the channel.
However, executives were left red-faced after Armstrong crossing the finish line was not picked up on live cameras – with TV audiences only able to see the end of the race 25 minutes later.
The power of Lance Armstrong sent viewing figures for the Outdoor Life Network in the US soaring at the weekend as it saw record audiences for its coverage of the Tour de France.
