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Touring Car Races Win ITV Viewers

New data has revealed a continuing dramatic increase in the number of people tuning in to ITV Sport's coverage of the Dunlop MSA British Touring Car Championship in 2011.
Statistics from the British Audience Research Board (BARB) show that an average 43% more viewers had watched the BTCC's first seven rounds this season compared to the first seven in 2010.
In May, a 36% increase for the opening three rounds had already been recorded compared to the same time last year.
ITV Sport's commitment to the BTCC includes around seven hours of live race day coverage from all ten of the championship’s events on its ITV4 and ITV4 HD channels.
That is supported by 90-minute highlights - shown at least three times - on ITV4 and ITV4 HD and also ITV1 and ITV1 HD during the following week.
Niall Sloane, Controller of Sport for ITV, commented: "This is yet more wonderful news for both the BTCC and motor sport enthusiasts watching on mainstream 'free-to-air' television in the UK.
"The championship provides dramatic, exciting racing and the latest viewing figures demonstrate how people are coming to this vibrant sport in increasing numbers.
"The BTCC is an important part of ITV's sports content and we very much look forward to bringing our viewers coverage of all the action as the 2011 title race reaches its conclusion - I'm sure there are a few twists and stings in the tail still to come in the closing rounds at Brands Hatch (2 Oct) and Silverstone (16 Oct)," Mr Sloane said.
Alan Gow, BTCC Series Director, added: "For any programme to attract a continual rise in viewing figures, in an age when TV has become increasingly diversified, is impressive enough.
"But to attract a rise of these proportions is astonishing and speaks volumes for both the championship's appeal and ITV Sport's ability to deliver top-class sporting entertainment directly into people's living rooms.
"Everyone involved in the BTCC - our teams, drivers, sponsors, partners, officials and the fans - should be immensely proud of what we are achieving," he said, adding that cameras will once again be in force this weekend (1-2 October) for the penultimate round of 2011 on the Brands Hatch Grand Prix circuit in Kent.
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