With the WNBA’s semifinal playoff round underway, and the first gender-equal Olympic games fresh in our minds, the remarkable surge in the viewership of women’s sports on television is undeniable. This trend not only reflects the growing popularity and quality of women’s sports but also represents a significant opportunity for advertisers to tap into an expanding market. The WNBA’s new media rights deal and the Paris 2024 Olympics showcase the growing audience for women’s sports, the advertising opportunities that audience represents for brands, and the corresponding ad revenue opportunity for broadcasters.

The WNBA Media Rights Deal: A Game Changer

The Women’s National Basketball Association (WNBA) has experienced steady viewership growth over its 28-year history, culminating in a groundbreaking media rights deal. In July of this year, the WNBA secured an 11-year, $2.2B agreement with Disney, NBCU, and Amazon. This deal, which could grow as new broadcast partners are brought in, represents a six-fold increase over the previous broadcast deal, underscoring the league’s rising influence and the increasing demand for women’s basketball.

The WNBA’s media rights deal is a goldmine for advertisers. With Golden State, Portland, and Toronto expansion teams coming in 2025-26, and more games broadcast on prime networks and their local affiliates, the league is reaching a broader and more diverse audience. Advertisers can now target viewers who are passionate about sports and gender equality. Brands that align with the WNBA will benefit from positive associations with empowerment, inclusivity, and progressive values.

The WNBA Playoffs: A Prime Advertising Opportunity

As the WNBA playoffs continue, the excitement around women’s basketball is peaking. With regular season games averaging 1.2 million viewers, expectations are high for the playoffs, which draw larger audiences and offer advertisers a prime opportunity to reach an engaged and passionate fan base. With increased media coverage during this critical part of the season, brands can capitalize on heightened viewer interest.

The Paris 2024 Olympics: A Major Moment for Women’s Sports

The recent Paris 2024 Olympics were monumental for women’s sports. The first gender-equal Olympics enjoyed increased media coverage and more events featuring female athletes, showcasing the exceptional talent and competitiveness of women in sports. A YouGov survey found that 60% of viewers watched more women’s events than men’s events. And with the Paris Olympics averaging 30.6M viewers per day across NBCU’s broadcast and streaming platforms, 60% is not an insignificant number.

Highlights of the 2024 Olympics include the following:

• Women accounted for 53% of Team USA’s medal total
• The women’s gold medal soccer game delivered nine million viewers, the most for an Olympic soccer finale since the Athens games of 2004
• 12.7 million viewers watched the women’s gymnastics team final (won by the US) on a Tuesday afternoon

And those numbers are just a sample from the US. The global stage of the Olympics offered unparalleled visibility, attracting billions of viewers worldwide.

For advertisers, the Paris 2024 Olympics provided an extraordinary opportunity. The extensive, almost non-stop coverage and diverse viewership allowed brands to create compelling advertising campaigns that celebrated female athletes and inspired audiences. Sponsoring women’s sports events at the Olympics helped companies enhance their brand visibility and identify them with excellence and equality.

Advertising Opportunities in Women’s Sports: A Strategic Advantage

The surge in women’s sports TV viewing is reshaping the advertising landscape. Brands that recognize and seize this opportunity can gain a strategic advantage in several ways.

Targeted Advertising: Women’s sports attract a diverse and engaged audience. Advertisers can tailor their campaigns to specific demographics, such as young women, families, and sports enthusiasts. This targeted approach ensures that advertising messages resonate with the intended audience, increasing the effectiveness of campaigns.

Brand Loyalty and Positive Association: Associating with women’s sports can enhance a brand’s reputation. Consumers increasingly support companies that advocate for gender equality and empowerment. By sponsoring women’s sports, brands can build loyalty and trust among consumers who value these principles.

Innovative Campaigns: The growing viewership of women’s sports offers a canvas for creative and innovative advertising campaigns. Brands can collaborate with athletes to create authentic and inspiring content, while social media platforms can amplify these campaigns, reaching a broader audience and generating buzz.

Community Engagement: Women’s sports have strong community support. Advertisers can engage with local communities through sponsorships, events, and grassroots initiatives that support women and girls in sports. This engagement not only boosts brand visibility but also fosters a sense of community and goodwill.

Long-Term Growth: Investing in women’s sports advertising is a long-term strategy. As viewership continues to grow, brands that establish a presence early on can reap the benefits of increased exposure and loyalty. The upward trajectory of women’s sports suggests sustained growth, making it a viable investment for the future.

Women’s Sports Are Having a Moment – With No End in Sight

The surge in women’s sports TV viewing marks a transformative moment in sports and advertising. The WNBA’s media rights deal, the excitement surrounding the recent Paris 2024 Olympics, and the WNBA playoffs underscore the immense potential for advertisers. Brands that embrace this opportunity can not only reach a diverse and engaged audience but also contribute to the broader movement for gender equality and empowerment in sports.

And fans of women’s sports aren’t just watching at home. The first sports bar in the US dedicated exclusively to women’s sports, Portland’s The Sports Bra recently announced plans to expand, offering franchise opportunities nationwide after attracting a major investment from Alexis Ohanian, Reddit co-founder and owner of the National Women’s Soccer League’s Angel City FC. The success of The Sports Bra is a testament to the moment women’s sports is currently enjoying – a moment that shows no sign of ending anytime soon.

But women’s sports are more than just a spectator event; they are a powerful platform for brands to connect with consumers, inspire communities, and drive meaningful change. As viewership numbers continue to rise, the advertising opportunities in women’s sports will only expand, offering a dynamic and impactful avenue for brands to achieve their marketing goals.

ZingX™, WideOrbit’s buy-side advertising platform, provides streamlined access to broadcast TV ad inventory from over a thousand local stations across the US. Contact us to discover how ZingX makes executing a TV ad buy faster and easier than ever before.