Advertising on Live Women’s Sports Outperforms Non-Sports TV by 20%, According to WPP Study
A recent study by WPP Media reveals that brands are experiencing a 20% higher return on advertising spent in women’s sports compared to general advertising across non-sports broadcast and cable TV programming.
In the past year, investment in women’s sports surged by 69%, reaching $127 million. The study highlighted a 30% increase in ad airings, totaling 29,600, and a remarkable 79% rise in overall impressions.
This momentum spans across several leagues, notably the WNBA and NWSL, as well as collegiate sports and the Olympics. Noteworthy ratings gains were recorded during the U.S. women’s hockey team’s gold medal run, which significantly boosted viewership for NBCUniversal in February.
Two partners involved in the study, financial firm Ally and Google Pixel, reported substantial returns of 85% and an impressive +189%, according to WPP Media.
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The analysis utilized data from third-party vendors including EDO, Adverteyes, and VideoAmp. This study follows WPP Media’s previous commitment to women’s sports two years ago, when the company announced plans to double its investment in this arena and establish a marketplace for advertising related to women’s sports.
“Women’s sports offer a powerful lens into the dynamics of modern fandom,” said Nancy Hall, CEO of WPP Media U.S. “These audiences are deeply connected and highly discerning – they reward brands that show up with authenticity and relevance. For marketers, this represents a strategic opportunity to invest in the moments, platforms, and communities where connection is strongest. WPP Media Women’s Sports Playbook underscores what we see across the marketplace – when brands align with the moments that resonate most with fans, they drive stronger recall, deeper loyalty, and the kind of organic momentum that turns fandom into lasting brand affinity.”
Kate Johnson, Global Director of Sports & Entertainment Marketing Partnerships at Google, noted that their involvement in women’s sports has yielded clear insights. Audiences “will respond to brands with loyalty and action,” she explained. “When brands contextually meet the moment, they sustain attention longer and drive stronger action – ensuring brands, leagues, audiences, and athletes win.”
Andrea Brimmer, Chief Marketing and PR Officer at Ally, emphasized, “Women’s sports are one of the most impactful places to generate meaningful engagement.”
