The New York Liberty famous after winning the WNBA 2024 final at Barclays Center.
Wendell Cruz | USA Today Sports via Reuters Con
According to the television marketing company, Sports Women’s Sports had a year of marquee in 2024, but especially in television advertising, but on television advertising.
In a report published Tuesday, Edo noted that television advertisers had spent $ 244 million in female sports in 2024, an increase from one year to the other by 139%, basketball receiving the most investment from all sports. This corresponded to an increase of 131% of one year to the other of female sports television television, according to EDO estimates.
Advertisements during female sports programs had 40% more impact than average advertising during great listening hours, according to Edo, measured by brands research after an announcement.
Female sports are on the right track to become one of the most precious areas for advertisers, said Laura Grover, principal vice-president and responsible for customer solutions to EDO.
“What really jumped me was that many brands that really see gains are those that have had a very minimal presence on television in the past,” said Grover. “They look at these new opportunities in female sports, and they really bear fruit.”
According to the report, the most expenses of female sports in 2024 were cars, pharmaceuticals, interns and telecommunications, financial services and insurance. The most to spend brands were State Farm, At & t,, Allstate,, Nike And Abbvie Skyrizi, while the most effective brands for engagement were skims, poppi, oura, fabletics and bombas.
Overall, the most engaging female sporting events for advertisers were the university butt (25% more efficient than the average women’s sports program in 2024), semi-finals and American finals (20% more efficient), the NCAA tournament for basketball (19% more efficient), university gymnastics and the WNBA final (both more effective than the global category).
Basketball place
Although advertising spending and viewers’ growth has developed in all female sports, basketball has made significant progress with the programming and power of stars. Decisive match 5 of the WNBA final was the match of the most watched finals in 25 years, and the League has set a regular season record for unique viewers in 2024.
According to Edo, the advertisements broadcast during the WNBA qualifiers have created 24% more commitment per person than the average place of prime hours, and the commitment rates of advertisements during the regular WNBA season, the playoffs and the finals all increased from one year to the other.
As an ambassadors of the brand, individual WNBA athletes also stimulated advertisers. The most influential WNBA players in terms of ads were Cameron Brink by the Los Angeles Sparks, A’ja Wilson des Las Vegas Aces and Caitlin Clark of Indiana Fever. The advertisements that presented Brink, such as advertisements for the stables and the new balance, were much more effective than the average announcement of WNBA, according to Edo.
Advertisements that were contextually relevant and female athletes have particularly successfully successfully. The advertisements featuring WNBA players in WNBA matches were 103% more effective than those that did not do so, according to the report. In football, advertisements with national players in the women’s football league broadcast in NWSL matches were 39% more effective than advertisements without them.
“When you bring the talent and you are present in an environmental environment, which is often through contextual advertising, we tend to see that this has an impact with the public,” said Grover.
In terms of college basketball, Edo noted that advertisements during the NCAA 2024 women’s tournament were 18% more effective than the average announcement of prime time. The tournament championship was the most watched women’s university basketball match of all time.
Restaurant channels lead the package pack for the current university basketball season, with Marco’s Pizza, Restaurant Brands International Popeyes, Dad John’s And McDonald’s claiming four of the first five places.
Current university basketball stars also lead to commitment with advertisements. Grover said that the announcement of State Farm featuring USC Juju Watkins had 20% more impact than the average advertising of the State Farm.
The NCAA female gymnastics, the butt and volleyball have also gained popularity. Gymnastics and the butt both experienced two -figure gains in the commitment of advertising compared to 2023, while advertisements during the 2024 volleyball championship had 250% more impact than the average announcement of the prime time.