Brands are seeing a 20% better return on ads they buy on women’s sports compared with general advertising they place across non-sports broadcast and cable TV programming.
That’s the core finding of a study by ad agency WPP Media. It found that spending on women’s sports rose 69% year over year to hit $127 million, with airings of ads up 30% to 29,600 and overall impressions up 79%.
Momentum is coming from multiple leagues and across many sports, with the WNBA and NWSL on the upswing along with college sports and the Olympics. In February, the U.S. women’s hockey team’s run to the gold medal drove significant ratings gains for NBCUniversal.
Two partners in the study, financial firm Ally and Google Pixel, saw returns of 85% and +189%, WPP Media said.
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The study which used data from third-party vendors
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