Women's Sports Ads sees 139% growth & 40% higher engagement in 2024

Anew report by EDO, "Women's Sports TV Outcomes Report," reveals that 2024 was a watershed year for women's sports, with viewership, ad spending, and brand engagement reaching unprecedented heights. The report highlights the transformative power of women's sports as a marketing platform, showcasing its ability to deliver exceptional ROI for advertisers.

Also read : Game Changers: How rise of women’s sports is changing the brand sponsorship landscape

Key Findings:

• Explosive Growth: Advertiser investment in women's sports more than doubled in 2024, reaching $244 million, a 139% increase from 2023. This surge in spending reflects the increasing recognition of women's sports as a valuable marketing opportunity.
• Unprecedented Engagement: Ads airing during women's sports events generated 40% more consumer engagement than the average primetime ad, a 56% year-over-year increase, demonstrating the passionate and attentive nature of the women's sports audience.
• Basketball Leads the Charge: The WNBA and NCAA Women's Basketball Tournament shattered viewership records, with the WNBA Finals Game 5 attracting 2.15 million viewers, the most-watched WNBA game in 25 years.
• Beyond the Court: Women's college volleyball, gymnastics, and lacrosse are experiencing a surge in popularity, offering advertisers new avenues to reach highly engaged audiences. The 2024 NCAA Women's Volleyball Championship Game, for instance, was 51% more effective for advertisers than the average primetime program.
• Athlete Power: WNBA stars like Caitlin Clark, A'ja Wilson, and Cameron Brink are becoming influential brand ambassadors, driving significant engagement for brands like Nike, State Farm, and SKIMS. Ads featuring WNBA players during WNBA games were twice as effective as the average ad during broadcast and cable primetime.
• Contextual Relevance Wins: Brands that align their messaging with the values and themes of women's sports are seeing the greatest success. For example, CarMax's ads featuring WNBA stars generated 185% more engagement than the average WNBA advertiser.

The Future of Women's Sports:

The report predicts continued growth for women's sports in 2025 and beyond. With a growing audience, increasing investment, and a wealth of inspiring stories, women's sports is poised to become an even more dominant force in the sports landscape.