Why is running so media invisible?

I watched some of the Brooks PR Invitational last night. The entire event, consisting of top high school age runners, was streamed live on FloTrack. It was a fairly low tech, low fidelity presentation, but I appreciated having an opportunity to see this competition. The two events that I watched were the women's and men's 2-mile races and both ended with exciting finishes.

Watching this coverage made me realize how rare it is to see live running competition either on television or on the web. Flipping through my cable stations on the weekend provides multiple opportunities to watch (depending on season) basketball, football, baseball and hockey. In addition there are many programs dedicated to fishing, hunting, extreme sports, surfing, tennis and even hiking. But the only running I ever see is the YES Network program ("Running") that is updated monthly, at best.

With over 20 million people in the US who consider themselves runners, I'm surprised how hard it is to find coverage of the sport. Perhaps it's because running is an activity where people prefer to participate rather than watch. More likely, it's difficult to capture the feeling of a race on a TV screen. But I'd think that a sport that generates over $5 billion in industry revenue can probably support at least one cable channel.