Blockbuster viewership isn’t the only booming women’s sports statistic, with women’s sports ads making serious inroads as more brands buy into the growing market.
Per a study released by TV outcomes company EDO on Tuesday, women’s sports saw an overall 56% year-over-year increase in ad effectiveness in 2024, with 40% more ad impact than an average primetime ad.
Based on consumer behavior metrics like brand searches and site visits, some of the most effective advertisers last year were apparel brands like Athleta, Fabletics, and Skims.
Even more, efficacy measures skyrocketed when brands put sports and women athletes in their content. CarMax ads spotlighting women’s basketball stars, for example, exceeded other WNBA advertisers’ effectiveness by 185%.
“Women’s sports are officially a business imperative,” said EDO SVP and head of client solutions Laura Grover. “It’s not just about reaching this fast-growing audience — it’s about inspiring action, building brand affinity, and driving real business impact.”
Basketball leads women’s sports ad impact numbers
The spike…
