Women’s sports experienced a breakthrough year in 2024, with TV advertisers spending $244 million—a 139% increase year-over-year—according to a report by EDO. This surge in investment aligned with a 131% rise in TV viewership, with basketball leading the way. Ads during women’s sports programs were 40% more effective than the average primetime commercial, demonstrating their growing value to brands. Industries like automotive, pharmaceuticals, and financial services dominated spending, with State Farm, AT&T, Nike, and Skyrizi emerging as top advertisers. Meanwhile, brands like Skims, Poppi, and Oura saw the highest engagement.
Basketball, particularly the WNBA and NCAA, played a key role in this growth. The WNBA Finals Game 5 became the most-watched in 25 years, and regular-season viewership reached new highs. Ads during the WNBA playoffs generated 24% more engagement per viewer than standard primetime commercials. Individual stars like Cameron Brink, A’ja Wilson, and Caitlin Clark significantly boosted ad effectiveness. In the NCAA, the 2024 women’s basketball tournament championship was the most-watched game in history, with ads proving 18% more effective than the primetime average.
Beyond basketball, women’s gymnastics, lacrosse, and volleyball also saw increased popularity. The 2024 volleyball championship, in particular, delivered ad engagement 250% higher than the primetime average. Contextual advertising featuring female athletes proved especially effective, solidifying women’s sports as a prime space for advertisers moving forward.
