She Shoots, She Scores: Why Advertisers Are All In on Women’s Sports
In the past few years, women’s sports has experienced unprecedented growth in viewership, but 2024 marked new records. This surge presents a significant opportunity for advertisers across both streaming and linear platforms.
Unprecedented Growth in Viewership and Ad Spend 📈
According to EDO’s 2025 Women’s Sports TV Outcomes Report, advertising spend on women’s sports more than doubled in 2024, reaching $244 million—a 139% year-over-year increase. This growth aligns with a 131% surge in women’s sports TV viewership.
Notably, the 2024 WNBA season set a record as the most-watched in 24 years. Similarly, the NCAA Women’s Basketball Tournament saw ads that were 18% more effective than the average primetime spot.
Higher Engagement Rates 🚀
Ads during women’s sports events generated 40% more consumer engagement than the average primetime ad. This heightened engagement is measured by increased brand searches and website visits within minutes after the ads aired, indicating a highly attentive and responsive audience.
For instance, ads featuring WNBA players during games were significantly more effective than the average ad during the game.
Opportunities Across Total Video 🌐
The growth in women’s sports offers advertisers a unique opportunity to engage audiences across total video platforms:
• Streaming Platforms: With the rise of streaming, advertisers can target niche audiences watching women’s sports on-demand, allowing for personalized and interactive ad experiences.
• Linear TV: Traditional broadcasts of women’s sports continue to draw significant viewership, providing broad reach and the ability to tap into live group viewing experiences.
This dual-platform presence ensures that advertisers can maximize their reach and engagement by tailoring their strategies to each medium’s strengths.
Diverse Sports, Diverse Audiences 🏀
While basketball led in viewership and ad spend, other women’s sports also saw significant growth:
• Volleyball: The 2024 NCAA Women’s Volleyball Championship Game was 51% more effective for advertisers than the average primetime program.
• Gymnastics and Lacrosse: These sports experienced ad effectiveness growth of 15% and 26%, respectively.
This diversification allows advertisers to reach various demographics and tap into different fan communities, enhancing brand visibility and resonance.
Strategic Implications for Advertisers 💡
The surge in women’s sports viewership and engagement presents a compelling case for advertisers to invest in this space. By aligning with women’s sports, brands can:
• Enhance Brand Image: Supporting women’s sports can bolster a brand’s reputation for promoting diversity and inclusion.
• Reach Engaged Audiences: The high engagement rates indicate that fans are not just watching but are actively interacting with content and ads.
• Leverage Cross-Platform Strategies: Utilizing both streaming and linear platforms allows for a comprehensive approach to reach audiences wherever they consume content.
The growth of women’s sports is not just a trend but a transformative shift in the sports and advertising landscape. For video advertisers, this represents a prime opportunity to engage with passionate audiences across multiple platforms. By investing in women’s sports, brands can achieve higher engagement, enhance their image, and connect with diverse demographics.
Better planning & measurement start here. Let’s get to work!