Women’s sports saw remarkable growth in 2024, particularly in television advertising, according to a recent report from marketing analytics firm EDO.
Significant Ad Spending Growth
EDO’s report highlights that TV advertisers allocated $244 million towards women’s sports in 2024, marking an impressive 139% year-over-year increase. Basketball emerged as the top sport for ad investment, coinciding with a 131% surge in TV viewership for women’s sports.
Impactful Advertising Strategies
The study found that advertisements aired during women’s sports programs were 40% more effective than typical primetime commercials, as indicated by increased brand searches following the ads. Laura Grover, senior vice president at EDO, noted that brands now recognize the value of engaging in women’s sports, which has proven to be a fertile ground for new opportunities.
Top Industries and Brands
The leading sectors investing in women’s sports included automotive, pharmaceuticals, telecommunications, financial services, and insurance. Major brands such as State Farm, Allstate, Nike, and AbbVie’s Skyrizi topped the list for spending. However, brands like Skims and Poppi excelled in audience engagement.
Most Engaging Events
The report also identified the most captivating women’s sports events for advertisers. College lacrosse, U.S. Open semifinals and finals, and the NCAA basketball tournament all saw engagement rates significantly higher than the average for women’s sports.
Basketball’s Pivotal Role
Among all women’s sports, basketball particularly stood out with its substantial ad revenue and high-profile athletes. The recent WNBA Finals Game 5 achieved the highest viewership in 25 years, supporting a record for unique viewers during the regular season. Ads during the WNBA playoffs generated 24% higher engagement than average primetime spots.
Star Power of WNBA Athletes
Key players such as Cameron Brink, A’ja Wilson, and Caitlin Clark showcased their influence on advertising effectiveness. Ads featuring these athletes significantly outperformed standard WNBA ads, suggesting that contextual relevance and authentic representation resonate particularly well with audiences.
Engagement at the Collegiate Level
In collegiate sports, the 2024 women’s NCAA basketball tournament proved to be a major draw for advertisers, with ads performing 18% better than average primetime commercials. Restaurant chains significantly dominated engagement metrics during this season, with Marco’s Pizza and Popeyes leading as top brands.
Rising Popularity Across Sports
Growth was not limited to basketball; NCAA women’s gymnastics and other sports also experienced substantial increases in ad engagement. The volleyball championship saw a staggering 250% rise in ad effectiveness compared to the typical primetime ad.
Overall, as brands continue to capitalize on the rising engagement and viewership of women’s sports, the sector emerges as one of the most promising avenues for advertisers in coming years.
