Women’s sports continue to break records as TV viewership surges 131% year-over-year, generating significant business outcomes for advertisers like SKIMS, Marco’s Pizza, and CarMax
NEW YORK–(BUSINESS WIRE)–TV viewership for women’s sports surged 131% in 2024, fueling a 56% year-over-year increase in ad impact, according to a new report from TV outcomes company EDO. From NCAA basketball, lacrosse, and gymnastics to U.S. Open tennis and the WNBA, women’s sports have emerged as a potent platform for brands aiming to connect with highly engaged audiences and drive tangible consumer action.
Retailers like SKIMS, Fabletics, Bombas, Vuori, and Athleta ranked among the most effective women’s sports TV advertisers in 2024 — as measured by consumer behaviors that are predictive of future sales, like brand searches and site visits. As women’s sports continue to deliver substantial audiences, cross-platform outcomes measurement provides brands, agencies, and publishers with an immediate view of how TV ads generate interest and engagement.
“Women’s sports are officially a business imperative,” said Laura Grover, SVP, Head of Client Solutions at EDO. “As investment accelerates, outcomes have never been more critical. It’s not just about reaching this fast-growing audience — it’s about inspiring action, building brand affinity, and driving real business impact. Using data-driven strategies and measuring with TV outcomes, brands can see exactly how their investments in women’s sports are paying off and optimize for even greater success.”
Key findings from EDO’s 2025 Women’s Sports TV Outcomes Report include:
Download EDO’s 2025 Women’s Sports TV Outcomes Report for the latest insights on top-performing ads, programming trends, and creative strategies.
About EDO
EDO is the TV outcomes company. Our leading measurement platform connects convergent TV airings to the ad-driven consumer behaviors most predictive of future sales. EDO empowers the advertising industry to maximize media impact, optimize creative performance, and know the fair value of every impression — across linear and streaming for an increasingly programmatic world. By combining immediate engagement signals with world-class decision science and vertical AI, EDO equips industry leaders with syndicated, investment-grade data that aligns media to business results — with detailed competitive, category, and historical insights. Leading brands, agencies, networks, streamers, and studios trust EDO’s TV intelligence to know what works.
Media contact
KCSA for EDO
edo@kcsa.com
Media contact
KCSA for EDO
edo@kcsa.com
