• by Wayne Friedman , July 1, 2016

Just before NBC Sports Group’s big push with the Rio Olympics in August, the sports cable network is touting one of its major July sports programming events -- the Tour de France.

The three-week event will look to keep viewership growing. In 2015, NBC Sports Network averaged a Nielsen 365,000 viewers for its live airings -- up substantially from 288,000 in 2014; 287,000 in 2013, and 290,000 in 2013. Last year’s results were the best since Lance Armstrong rode the event in 2010.

In reference to advertising sales, an NBC representative said: "For the first time in the post-Armstrong era we're pacing ahead of our plan, and we're very pleased with the overall outlook as the TDF begins."

NBCSN, the cable sports channel, and NBC Television Network pulled in $10.4 million in advertising from the Tour de France a year ago -- versus $11.9 million the year before, according to iSpot.tv.

In 2015, there were more than 1,000 more airings of commercials than in the 2014 race. Last year there were some 249 brands, airing 460 spots, with some 7,482 national airings. 

In 2015, the NBC TV network pulled in $6.5 million in advertising (with 237 national airings) for the event with NBCSN tallied $3.9 million (with 7,245 airings). 

Big spenders for the three-week event a year ago included: Cadillac ($787,533); Geico ($951,955), DirecTV ($817,055); Michelin ($628,143), and Milk Processor Education Program ($612,865).

As it has done over the last few years cable channel NBC Sports Network will air the majority of the stages with the NBC Television Network airing some weekend stages. It starts July 2, featuring 250 hours of live, primetime, and encore coverage. 

It will also feature for the first time, a live, on-board camera from one bike rider on selected stages. In addition, the NBC Sports Gold digital premium subscription platform will provide full live uninterrupted coverage of the race.