Advertisers have latched onto women’s sports.
GroupM, WPP’s media buying agency, says it has “exceeded” its target of doubling annual media spend on women’s sports programming.
The agency had announced its intention to double its spending in the area earlier this yearin connection with the NCAA women’s basketball tournament, which delivered record-breaking ratings. Now the company says it surpassed that goal in just a few months, with more than two dozen major advertisers increasing their commitment to women’s sports, including Adidas, Adobe, Ally, Coinbase, Danone, Discover, Domino’s, DoorDash, Google, Indeed, Mars, method, Nationwide, Target, TJ Maxx, Unilever and Universal Pictures.
And the spending also boosted media companies, with Disney, NBCUniversal, Paramount and YouTube all offering advertising opportunities for the 2024-2025 year.
“Doubling spending in women’s sports in just a few months represents a significant milestone for our company and for the industry,” said Matt Sweeney, Chief Investment Officer of GroupM US. “While some customers have long been pioneers in this area, others are now expanding their commitments or making investments for the first time. This wave of momentum reflects more than a passing trend: it is a full-fledged movement.”
Among the media buys organized by GroupM were Indeed’s sponsorship of college basketball on ESPN and the W.N.B.A on Paramount platforms, a YouTube deal that provides access to the female sports audience through an AI-powered Spotlight Moment and Google’s sponsorship of the WNBA on Disney and the National Women’s Soccer League on Disney and Paramount platforms.
In addition to college basketball’s record-breaking television ratings, the WNBA has set its own record ratings this season, thanks in part to superstar newcomers like Caitlin Clark and Angel Reese. And the NWSL says it too has seen its ratings increase.
The demand for women’s sports is also leading to the creation of entirely new leagues, with the soon-to-be-launched 3-on-3 basketball league Unrivaled. securing obligations of top WNBA stars and a TV deal with TNT Sports.
The success of GroupM’s efforts and enthusiastic support from major advertisers indicate there is even more room to grow.