Blockbuster viewership isn’t the only booming women’s sports statistic, with women’s sports ads making serious inroads as more brands buy into the growing market.
Per a study released by TV outcomes company EDO on Tuesday, women’s sports saw an overall 56% year-over-year increase in ad effectiveness in 2024, with 40% more ad impact than an average primetime ad.
Based on consumer behavior metrics like brand searches and site visits, some of the most effective advertisers last year were apparel brands like Athleta, Fabletics, and Skims.
Even more, efficacy measures skyrocketed when brands put sports and women athletes in their content. CarMax ads spotlighting women’s basketball stars, for example, exceeded other WNBA advertisers’ effectiveness by 185%.
“Women’s sports are officially a business imperative,” said EDO SVP and head of client solutions Laura Grover. “It’s not just about reaching this fast-growing audience — it’s about inspiring action, building brand affinity, and driving real business impact.”
Basketball leads women’s sports ad impact numbers
The spike in ad revenue coincides with the surging popularity of both college sports and women’s basketball, with ads during WNBA and NCAA games boosting viewer engagement and brand loyalty.
The 2024 WNBA Playoffs, for instance, saw an 11% increase in ad impact over the 2023 edition.
Meanwhile, both the 2024 WNBA Playoffs and 2024 NCAA women’s basketball tournament ads proved 24% and 18% more effective, respectively, than the primetime average.
With March Madness taking over the airwaves in the coming weeks, expect even more brand involvement, as companies buy into both the NCAA sport and its stars.
One athlete leading that charge is USC sophomore phenom JuJu Watkins, whose numerous NIL endorsements have the 19-year-old starring in a commercials for NYX Professional Makeup, Degree, and State Farm.
Gymnastics, volleyball draw advertisers to NCAA women’s sports
The NCAA also boasts significant brand boosts in rising women’s sports like lacrosse and gymnastics, which saw respective ad impact growths of 26% and 15%.
That said, college volleyball boasts the sporting event with the biggest brand impact. With a 51% ad efficacy rate over the primetime average, Penn State’s 2024 NCAA championship win over Louisville was last year’s most effective women’s sports TV program.
All in all, the market is seizing onto the fact that women’s sports are good business and, with a seemingly limitless ceiling, 2025 could see the highest rate of return yet.
