Bradley Wiggins' Tour De France win sparked a 25% rise in the TV audience for the legendary cycle race as a record number of people tuned in to see the historic victory.
A peak of 3.6 million watched the live coverage on ITV1 and ITV4 to see Wiggins lead the peleton home yesterday before teammate Mark Cavendish claimed a record fourth-consecutive final stage victory on the Champs-Elysees.
Wiggins became the first Briton to win the gruelling race.
Coverage on ITV4 - the TV home of the Tour De France - was up by a quarter on 2011 for the combined viewing figures for the live broadcasts, a nightly highlights shows and a morning repeat, ITV said.
- For more on Wiggins' win, including race highlights and interviews, visit ITV Sport