New York Liberty Women celebrated after winning the 2024 WNBA final at Barclays Center.
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Women’s Sports has enjoyed a whole year of doors in 2024, but especially in TV commercials, according to TV marketing company Edo.
In a report released Tuesday, Edo found that TV advertisers spent $244 million on women’s sports in 2024, a year-on-year increase of 139%, while basketball received the most investment in any sport. According to Edo’s estimates, this is 131% year-on-year.
According to Edo, advertising during the Women’s Sports Program has a 40% greater impact than regular prime time advertising, which is measured by searching for brands after the ad is aired.
Laura Grover, senior vice president and head of client solutions at EDO, said women’s sports can be one of the most valuable areas for advertisers.
“What really attracted me was that many brands that really saw the revenue had a small impact on TV in the past,” Grover said. “They tend to be these new opportunities in the women’s movement and they do pay off.”
The report says the top industries for women’s sports in 2024 are automotive, pharmaceutical, internet and telecommunications, financial services and insurance. The most expensive brand is State Farm AT&T,,,,, Allstate,,,,, Nike and Abbvie’s Skyrizi though the most effective engagement brands are Skims, Poppi, Oura, Fabletics and Bombas.
Overall, the most attractive women’s sports events for advertisers are college hockey (25% more efficient than the average 2024 Women’s Sports Program), U.S. Open semi-finals and finals (20% effective), NCAA basketball games (19% effective), College Gymnastics Games and WNBA Finals (all more efficient than overall).
Basketball lead
Although the growth in advertising spending and viewership has expanded across all women’s sports, basketball has made significant progress in programming and star power. The decisive game of the WNBA final is 5 The most watched In the last 25 years of finals, the league has set regular games Record For a unique audience for 2024.
According to Edo, ads broadcast during the WNBA playoffs had 24% higher engagement rates than the average prime time engagement rate, and ad engagement rates increased year by year in the WNBA regular season, playoffs and finals.
As brand ambassadors, individual WNBA athletes have also promoted advertisers. When it comes to advertising, the most influential WNBA players are Cameron Brink of the Sparks in Los Angeles, A’ja Wilson of Las Vegas Aces and Caitlin Clark of Indiana fever. EDO’s statement, ads with edges, such as those with flip-flops and New Balance, are much higher than regular WNBA ads.
Context-related advertising and featured female athletes performed particularly well. The report says the ads played by the WNBA in WNBA games are 103% higher than those not. In football matches, the National Women’s Football League players aired in NWSL matches 39% higher ads than those without ads.
“When you bring talent and show up in the environment in a real way, a lot of times it’s through context ads, we tend to see that it really has an impact for the audience,” Grover said.
At the college basketball level, Edo found that ads in the 2024 Women’s NCAA Championship were 18% higher than average prime time ads. Contest championship It is the most watched NCAA women’s college basketball game ever.
The restaurant chain leads engagement for the current college basketball season, Marco’s Pizza, Restaurant Brand International Popeyes, Dad John and McDonald’s There are four of the first five attractions.
Current college basketball stars are also promoting advertising participation. Grover said state farm advertisements have Juju Watkins USC has 20% more influence than average state farm commercials.
NCAA women’s gymnastics, hockey and volleyball are also becoming more and more popular. Ad engagement in gymnastics and lacrosse has double-digit gains compared to 2023, while ads during the 2024 Volleyball Championship were 250% higher than those in the average prime time period.
