Perhaps a little over optimistic, but that little segment would have been watched by about 5 million viewers. I would guess that a greater than average number would have been just the right demographic for a pedelec.
John Sergeant gave a figure of 20,000 for UK sales, I suppose he's got it from the EBCO guy? it seems too low to me. I reckon the total sales of advertisers and trade members of this forum is already around 15,000.