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The success of Norway's Petter Northug helped drive audience figures in the cross-country skier'shomeland, with live coverage of his victory in the men's 50km (mass start) attracting more than twomillion viewers - approximately half of the Norwegian population, and 84.9% of all those watching TV in the country at that time.Cross-country skiing also proved popular in neighbouring Sweden, where the men's 50km (mass start)also attracted the highest audience of the Games, with over a quarter of the population -approximate 2.5 million people - tuning into the final hour of the race. Coverage of the men's 4x10kmrelay attracted similar viewing figures, with 2.4 million people watching the Swedish team claim gold - approximately 58.4% of those watching TV at that time.In Russia - where the next edition of the Winter Games will be held - the men's ice hockey clashbetween the Czech Republic and the Russian team achieved the highest rated sports audience of theGames. Despite the live coverage being shown at nearly 1am local time, the final period of the matchattracted 10.9 million viewers, which equated to over 45% of people watching TV at that time.High audience shares were also reported in the Netherlands, where the country's success in speedskating helped drive viewing figures. The highest rating was achieved during coverage of the men's10,000m, with 5.2 million viewers - over a third of the population - tuning in to watch Sven Kramercross the line first, only to be disqualified for a lane violation.France TV also enjoyed a ratings boost thanks to Vancouver 2010, with average audiences up 35.9% on typical primetime viewing figures and primetime audience share increasing by 6% during the Games.Despite only winning one medal at Vancouver 2010, TV coverage in the UK reached 71.3% of thepopulation, with 40.5 million people tuning to some part of the Games coverage. BBC's dedicatedVancouver 2010 website was visited 11 million times and received over 61 million page views. Therewere also 8.5 million video views, of which 3.5 million were live steams. Mobile coverage in the UKregistered 2.2 million page views during the Games, with the most popular feature being AmyWilliams' gold medal success in the skeleton, which attracted 115,000 views alone.36Chapter Three / BROADCASTING