What's happening:
Due to the high-profile entrance of athletes like Caitlin Clark into professional women’s sports and the featuring of high-profile female athletes in events such as the Olympics and World Cup, interest in Women’s sports has reached a new high.
What we found:
- Nearly half (46%) of the country has taken to watching women’s sports at least once per month, compared to those who watch any sport at least monthly (72%).
- Among frequent sports watchers (weekly or daily), 81% have taken to watching women’s sports, citing the quality of play (40%) and support of female athletes (39%) as top reasons to watch.
- Among frequent women’s sports watchers (weekly or daily), Basketball (76%), Tennis (49%), and Soccer (48%) were the most commonly watched sports.
Why it matters:
With nearly half the population tuning into women’s sports monthly, brands have a prime opportunity to reach an engaged and growing audience. By aligning with the rising momentum of women’s sports, marketers can tap into the enthusiasm around the quality of play and the strong support for female athletes.
This presents a unique moment for advertising campaigns to authentically connect with values such as empowerment, inclusivity, and athletic excellence, resonating with both dedicated sports fans and the broader market that is increasingly embracing women's sports.
The comparative costs of advertising in women’s sports have not yet caught up with the costs of advertising in men’s sports, and present an opportunity to reach these audiences at a lower cost - stretching your ad dollars further. Take the NCAA basketball tournaments, for example. A 30-second ad slot for the 2024 championship cost an average of $500,000 for the women’s game compared to $1m for the men’s.
Do you want to take the Pulse of your consumers? Our Insights team will partner with you to design a study to help you better understand your consumers and their problems, and how your brand can win at retail.
