In a groundbreaking revelation, a recent study by EDO highlights the meteoric rise of women’s sports in television viewership and their substantial impact on advertising.
The report underscores the significant growth in audience engagement and the subsequent boost in ad-driven impact. This makes women’s sports a crucial platform for advertisers aiming to connect with highly engaged viewers and drive consumer action.
From NCAA basketball and lacrosse to U.S. Open tennis and the WNBA, women’s sports are not just a growing trend but a powerful business imperative.
A Breakthrough Year for Women’s Sports
The year 2024 marked a pivotal moment for women’s sports, with TV viewership surging by an impressive 131% from the previous year. This surge in viewership contributed to a remarkable 56% year-over-year increase in ad impact.
Women’s sports ads outperformed the average primetime ad by 40%, demonstrating the high engagement levels of the audience.
The Rising Popularity of Women’s Basketball
Women’s basketball continues to captivate audiences, setting new ratings records for the WNBA and NCAA Tournament for the second consecutive year.
The effectiveness of ads during the 2024 WNBA playoffs was 24% higher than the average primetime program, reflecting an 11% year-over-year increase.
Similarly, ads during the NCAA tournament were 18% more effective than the primetime average, highlighting the growing consumer engagement in women’s basketball.
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Emerging Stars: Volleyball, Gymnastics, and Lacrosse
Apart from basketball, other women’s sports are also gaining traction.
The 2024 NCAA Women’s Volleyball Championship Game, featuring Penn State and Louisville, was particularly noteworthy, with ad effectiveness being 51% higher than the average primetime program.
Women’s college gymnastics and lacrosse also showed significant growth in ad effectiveness, with increases of 15% and 26%, respectively.
The Power of Contextual Relevance
One of the key findings of the EDO study is the importance of contextual relevance in advertising during women’s sports events.
Brands that paired their ads with women athletes and sports themes saw substantial improvements in effectiveness.
For instance, CarMax’s ads featuring WNBA stars were 185% more effective than the average WNBA advertiser.
Similarly, Ally Bank’s ad spotlighting USWNT star Sophia Wilson (née Smith) and Rolex’s ads featuring tennis stars outperformed the average Grand Slam advertiser by 227%.
Top Performing Advertisers in Women’s Sports
Retailers such as SKIMS, Fabletics, Bombas, Vuori, and Athleta were among the most effective advertisers in women’s sports TV in 2024.
These brands successfully leveraged the high engagement levels of women’s sports audiences, driving consumer behaviors that are predictive of future sales, such as brand searches and site visits.
Strategic Insights for Advertisers
Laura Grover, senior vice president and head of client solutions at EDO, emphasizes the critical importance of investment in women’s sports.
As she points out, it’s not just about reaching a fast-growing audience but about inspiring action, building brand affinity, and driving real business impact.
By using data-driven strategies and measuring TV outcomes, brands can optimize their investments in women’s sports for even greater success.
Future Prospects and Trends
The findings from EDO’s 2025 Women’s Sports TV Outcomes Report indicate a promising future for women’s sports.
With the continued rise in viewership and ad effectiveness, women’s sports are poised to become an even more integral part of the advertising landscape.
The report provides valuable insights into top-performing ads, programming trends, and creative strategies, offering a roadmap for brands looking to capitalize on this growing opportunity.
Conclusion
In conclusion, the surge in women’s sports viewership and the corresponding increase in ad impact underscore the significant potential for advertisers.
By strategically aligning their ads with women’s sports events and themes, brands can effectively engage with a highly motivated audience and drive tangible consumer actions.
As investment in women’s sports continues to grow, the outcomes have never been more critical, making it imperative for brands to leverage data-driven strategies to maximize their success.
For more detailed insights and to stay updated on the latest trends, download EDO’s 2025 Women’s Sports TV Outcomes Report and explore the transformative power of women’s sports in the advertising world.
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