British cycling fans flooded TNT Sports with complaints about the broadcaster’s coverage of Paris-Roubaix on Sunday, disgruntled viewers paying the £30.99-a-month subscription to watch bike racing fuming at being “constantly bombarded” by adverts.

Viewers watching the broadcaster’s TV coverage on TNT Sports 1 were shown adverts throughout Mathieu van der Poel’s win, although viewers using Discovery+ could select a broadcast option without advert breaks, as was previously the case when Eurosport was still providing coverage in the UK.

Mathieu van der Poel hit by bottle at Paris-Roubaix
Mathieu van der Poel hit by bottle at Paris-Roubaix (Image Credit: TNT Sports)

> Mathieu van der Poel hit by bottle thrown from crowd at Paris-Roubaix

However, many watching the TNT Sports 1 coverage complained the advert breaks were repetitive and more frequent than on Eurosport, plenty of viewers taking to the internet to express their disgust at the quality of product they are now being asked to pay £30.99-a-month to watch.

On Facebook, one viewer said: “Trying to watch but there are more adverts than bike racing unfortunately!” Another agreed the ad breaks were “far more frequent than [on] Eurosport”.

TNT Sports’ posts about the race on Twitter were met by a steady stream of similar complaints from British viewers, one saying they “pay to be able to watch the race uninterrupted and not be constantly bombarded by shit ads”.

Cycling coverage moves to TNT Sports
Cycling coverage moves to TNT Sports (Image Credit: Farrelly Atkinson)

Another wrote: “Coverage is absolutely shit. Constant ads every few minutes that last around five minutes. Constantly missing attacks and crashes. And advertising football live when it’s not an ad break.”

“They’ve somehow managed to turn what was an incredible product, in GCN+, into something awful in two years while also charging about six times as much. Borderline impressive balls up,” someone else added.

> How to watch cycling for less now it’s moved to £30.99-a-month TNT Sports

Other viewers called the adverts “so frustrating” and “just ridiculous” due to their frequency.

“Six times the price and you still can’t afford a proper director who knows enough about cycling to know not to cut to the studio for some inane chit chat rather than watch the sprints for the other placings,” another disgruntled viewer wrote after the race had finished and the coverage returned to the studio to discuss Mathieu van der Poel’s win.

One viewer suggested they had calculated there “was over an hour of ads in the coverage today” and “the broadcast lasted 6.5 hours in total”. They continued: “In a 110-minute broadcast of football games, there’s less than 10 mins of ads. Why is cycling the whipping boy?”

It is just the latest controversy that has followed Warner Bros. Discovery closing Eurosport in the UK and Ireland and putting all its cycling coverage on TNT Sports, hiking the price from £6.99 to £30.99-a-month in the process.

Such is the weight of public fury at the situation, the issue was even raised in Parliament and a petition calling on the government to save free-to-air Tour de France coverage in UK has also been launched.

> “This is bigger than pro cycling”: Fan petitions government to save free-to-air Tour de France coverage in UK, condemning paywall as “massive missed opportunity” to boost cycling numbers and combat congestion

When news of the price hike emerged cycling fans reported Warner Bros. Discovery to the market regulator for “abuse of monopoly” and “price gouging”, former UCI president Brian Cookson suggesting you could not “imagine any retailer of any other product getting away with” such an increase.

road.cc has contacted TNT Sports for comment.