A new report released today by TV outcomes and data company EDO shows a dramatic surge in the effectiveness of ads related to women’s sports, highlighting a 56% year-over-year increase in ad impact. This remarkable growth is powered by a 131% spike in viewership for women’s sports in 2024, signaling a significant shift in how brands approach advertising in the sports sector.
Women’s sports ads outperformed the average primetime commercial by 40%, as advertisers increasingly recognized the potential of this fast-growing market. Among the top performers, brands like Skims, Fabletics, Bombas, Vuori, and Athleta were identified as some of the most effective in the space, driving consumer engagement through brand searches and site visits.
“Women’s sports are officially a business imperative,” said Laura Grover, SVP and head of client solutions at EDO. “As investment accelerates, outcomes have never been more critical. It’s not just about reaching this fast-growing audience—it’s about inspiring action, building brand affinity, and driving real business impact.”
The impact of women's sports ads was particularly evident during key events such as the 2024 WNBA playoffs, which saw a 24% increase in ad effectiveness compared to average primetime programs—an 11% boost from the previous year. The NCAA Women's Basketball Tournament also delivered 18% more effectiveness than primetime ads, further showcasing the growing engagement with women’s sports.
As women’s sports continue to capture the attention of viewers, niche sports like NCAA volleyball, gymnastics, and lacrosse are also seeing significant spikes in ad effectiveness. The 2024 NCAA Women's Volleyball Championship Game, for example, proved 51% more effective for advertisers compared to primetime averages. Similarly, college gymnastics and lacrosse saw increases of 15% and 26%, respectively, in ad effectiveness.
EDO’s findings also highlight the importance of contextual relevance in ads. Sports-themed ads or those featuring women athletes generated even greater effectiveness, pointing to the growing desire for brands to align themselves with women’s sports and the athletes at the forefront of the movement.
Looking ahead to 2025, further reports from Wasserman’s The Collective and RBC suggest that the shifts in women’s sports over the past year will continue to fuel growth for leagues like the WNBA and NWSL. TV viewership for these leagues is expected to grow by 32% for the WNBA and 24% for the NWSL by 2027. This growth, coupled with the upcoming media rights deals, is projected to increase team valuations significantly, from $2.6 billion for 26 teams to $4.3 billion for 32 teams.
“The rising impact of women’s sports is one of the clearest ad trends heading into 2025,” Grover said. “As national viewing opportunities expand across leagues like the NWSL and WNBA with expanding media rights deals, brands will have even more avenues to leverage women’s sports and drive full-funnel impact through deeper audience engagement.”
As brands continue to embrace the rising influence of women’s sports, 2024 has clearly marked a pivotal moment, setting the stage for even greater success in the years to come.
