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I think that 0.3% of UK tv market share kind of detracts from your argument. Plus i do watch Eurosport, i enjoy cycling, plus i am presently surrounded by around 50 cycling journalists and digital tech teams who tend to agree.

Not sure that i agree. Cycling is certainly mass participation, but the lack of coverage coupled with most people doing it out of necessity/fitness (and not as a 'sport') means that cycling as a sport does not have a following as large as footy/rugby/tennis/cricket etc.