New Study Shows Strong Appeal of Women Athletes to TV Advertisers
Research findings reveal that women's sports, featuring standout athletes like NCAA sensation Caitlin Clark, are attracting substantial attention from TV advertisers. Individual athletes, including Clark, are showcasing remarkable star power in the industry.
Report Highlights Effectiveness of Women's Sports Programming for TV Advertisers
A recent report from TV outcomes company Edo has revealed that women's sports programming is incredibly effective for TV advertisers. The report showed a significant double-digit increase in ad effectiveness year-over-year during the programming.
Tennis events were very successful, while the WNBA experienced a notable increase in ad engagement. New Balance ads had the largest improvement among women's sports advertisers, with a 203% increase in effectiveness compared to the average women's sports ad in 2023.
Individual athletes have also shown effectiveness in ads. State Farm ads featuring University of Iowa basketball player Caitlin Clark were 46% more likely to engage viewers compared to the average ad from the insurance company.
Exciting Opportunity for Advertisers in Women's Sports Programming
As March Madness approaches, Edo's "Women's Sports TV Outcomes Report" sheds light on the increasing potential for advertisers in women's sports programming.
Tennis and women's sports are shining brightly in the world of advertising. During women's Wimbledon, ads performed 53% better than the average broadcast and cable ad. The women's U.S. Open Matches also showed a 51% increase in effectiveness. The WNBA is not far behind, with ad engagement growing by 7% in 2022. During the playoffs, ads saw a 23% increase in engagement, and during the finals, there was a 30% increase in engagement.
Sportswear brands that featured women athletes prominently in their ads also experienced a boost in engagement. Adidas, Puma, Nike, and Vuori saw effectiveness increases of 69%, 62%, 16%, and 8%, respectively, compared to the average ad for each brand on broadcast and cable TV.
Male advertisers have also seen success with women's sports programming. For example, during WNBA broadcasts, Bosley Hair Restoration performed 341% better than the average WNBA advertiser, Old Spice did 134% better, and Hims had a 51% improvement.
Laura Grover, senior vice president and head of client solutions at Edo, stated that the increasing popularity of women's sports is a big chance for TV advertisers. Live sports have always been effective in attracting viewers to engage with brands that advertise during the games. This interaction often leads to important outcomes like online searches, which have been shown to predict future sales.
Editor's P/S:
The report's findings are a testament to the growing prominence of women's sports in the media landscape. Advertisers are recognizing the immense potential of this audience, which is not only large but also highly engaged. This is particularly evident in the success of New Balance, whose ads featuring women athletes saw a remarkable 203% increase in effectiveness. The report also highlights the importance of diversity and representation in advertising, as ads featuring women athletes from different backgrounds and sports resonated strongly with viewers.
The surge in ad effectiveness during women's sports programming presents an exciting opportunity for advertisers to reach a highly receptive audience. As March Madness approaches, it is expected that women's sports will continue to attract a large following, providing advertisers with a unique platform to engage with potential customers. The report's findings serve as a wake-up call for advertisers to invest in women's sports programming and reap the benefits of its proven effectiveness.
