• by Wayne Friedman , Staff Writer, July 7, 2005

Outdoor Life Network got great mileage out of Lance Armstrong for the last several years, but the network doesn't need to follow his wheel up mountain passes to be successful in the future.

Recent press reports worry way too much about what the retirement of Lance Armstrong will do to OLN. The fact is even though OLN pulled its biggest numbers ever for a Tour de France last weekend, averaging 418,735 viewers per telecast -- up 80 percent from last year - the biggest bike race in the world is only three weeks long. The network has 49 other weeks to worry about.

Bicycling, while it does bring in upscale viewers, doesn't supply the bulk of the network's near $200 million in advertising dollars. Advertising revenue from cycling programming - specifically the Tour de France coverage - may be in the $25 million range, according to estimates. The vast majority of OLN's money comes from hunting and fishing shows, and the always-real-saddle-sore sport: bull riding.

OLN has enjoyed the association with a mega-sports star, Lance Armstrong, and as a result has a strong connection with upscale advertisers. Many new foreign auto advertisers signed on this year, including Honda Motors and Saab Cars USA.

But worrying about OLN and Armstrong doesn't make sense, because OLN doesn't depend on bicycling to meet their income needs. OLN has been cutting back on its bicycling coverage ever since last year's historic Tour de France race. Why? Because it doesn't make money.

Right after Armstrong won his record sixth Tour de France race in July, OLN decided to abandon daily coverage of September's Vuelta a Espana, the Tour of Spain, the third biggest three-week stage bike race in the world. The trend continued this year when it dropped daily coverage of another grand tour, the Giro d'Italia, the Tour of Italy. Even then, OLN doesn't do well with Armstrong in non-Tour de France races.

You want to cry for OLN? First, compare his TV numbers to that of the NBA's Michael Jordan on NBC during his heyday, or Wayne Gretkzy's ratings when the NHL aired on Fox, or what Tiger Woods currently does for CBS Sunday's golf events.

This isn't to say another cycling star can't rise for OLN. No one thought there would be anyone to replace Greg Lemond, the first American ever to win a Tour de France.

Maybe OLN can keep the bulk of its Tour de France's ratings next year with the hope of some new U.S. talent - Dave Zabriskie, Tom Danielson, Floyd Landis, Levi Leipheimer, or Chris Horner. Perhaps older U.S. stars, Bobby Julich and the possible return of Tyler Hamilton, can also stir the flame.

Still, statistics show road cycling is slow growing - and maybe too much of a niche TV property.

OLN may be all spun out.