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
Britain's winner of the Tour de France emerged riding his bike today to say he "never imagined it would be like this".
Fans in the UK celebrate Bradley Wiggins becoming the first British rider to win the Tour de France.
Bradley Wiggins has become the first British man to win the Tour de France. He says he will now begin training for the London Olympics.