Whether you think the cycling endeavours of Team GB during the London 2012 Olympics will boost sales or not in the bike trade, the various races are undoubtedly exposing more people to the sport.
5.7million tuned in watch the climax of the men's cycle road race on Saturday, while 7.6million watched the women's cycling road race on Sunday (the finish hitting 6.8million on BBC1 and 800,000 on BBC 3).
While cycling will be seen on the telly by more people than usual, it isn't the only sport to benefit – the ratings for Rebecca Adlington's Olympic bronze medal triumph hit 10.7million.
But there is still plenty of cycling action to come – next up are the time trials tomorrow (Wednesday), followed by track (from Thursday) and then BMX and MTB. The Paralympic games then start August 29th, including track and road events. We've got a guide on page 31 of the latest edition of BikeBiz.
Earlier this month, the final stage of the Tour de France drew over 3.6 million viewers (at its peak) to ITV1 and 4.Article continues below