I suppose road riding probably has more of an appeal to the masses, as it resembles (in their minds) what most people do i.e. riding along the road. Probably why all the marathons and athletics get so much coverage, as a lot of people go jogging occasionally.
Another thing is that it’s a women’s race, and they don’t really get as many races/events in the road world as far as I know, so it is nice to see them get a bit of representation on the box. Ironically, the women are given equal opportunities to the men in the downhill (in terms of entry to races from what I’ve seen), but the whole sport seems to get ignored on tv.
But regardless, it’s still cycling on TV. If seeing the pace these ladies keep up encourages a driver to respect me more on my commute, or even get on a bike themselves, it’s only a good thing.