Women’s sports have experienced a major surge in popularity over the last few years, and with its record-breaking viewership comes the ripe opportunity to connect with engaged audiences. And the growth shows no signs of slowing down: 60% of sports fans said they would like to see more media exposure for women’s sports highlighting the major interest from viewers.1 Publishers are stepping up to meet the moment – investing in more women’s sports coverage to mirror the demand.
With 2026 approaching, bringing not only annual tournaments but global tentpoles like the Milan-Cortina Olympics, advertisers can lean into the growing fandom and harness multiscreen TV to reach fans and drive results.
Women’s Sports Viewership has Grown
Women’s sports have seen strong year-over-year growth in both households tuning in and hours spent. While viewership is dominated by basketball, including the WNBA and March Madness, sports like softball, golf and soccer still draw in a considerable share of the viewing.2
On top of that, 36% of Americans who don’t currently follow women’s sports say they are likely to consider watching in the next year.1 And, women sports is not just being consumed by women. In fact, viewership for women’s sports is made up equally of men and women, typically in younger age brackets,3 highlighting the opportunity to reach a diverse set of viewers in moments where they are highly engaged.
Women’s Sports Fans are Engaged Beyond the Game
TV is critical to the fan experience for women’s sports: 84% of women’s sports viewers prefer to watch live sports through TV coverage rather than in person.2 Fragmented sports rights across TV and streaming services doesn’t stop these viewers as they are 37% more likely than the average sports fan to sign up for a service to watch a specific sporting event.3
Tuning into the game is not where these fans stop. Women’s sports viewers engage with sports content across the board from following teams on social media, to playing sports centric video games, and participating in fantasy sports leagues.3 These viewers are more likely to engage in non-game related activities than the average sports’ viewer.2 If you have seen anyone with the “Everyone watches women’s sports” shirt you know that a new generation of athletes and fans are driving a culture shift in embracing women’s sports.
Advertisers can harness this engagement to meet fans in multiple moments to drive true connections, starting with the live game.
Advertising During Women’s Sports Makes an Impact
Advertising in women’s sports content presents a major platform for brands to connect with fans and drive impact as women’s sports viewers are more influenced by advertising seen during the game: 56% say they have purchased a product or service they saw in an ad while watching sports in the past month, 17% higher than the average sports viewer.3 Perhaps this is because these viewers tend to relate to the ads shown during live sports more-so than other viewers (16% higher relatability of ads) and relatability is more important to them than the average viewer.3
By combining the power of TV’s sight, sound, and motion, and the attention of women’s sports fans, advertisers can ensure they are getting in front of the right audience and delivering messages that convert.
Women’s Sports Should Be on All Advertisers’ 2026 Roster
As content becomes more fragmented across screens and apps, advertisers must ensure that they are harnessing the right moments to capture audience attention. With the popularity of women’s sports continuing to rise, it presents a perfect environment for brands who want to reach fans in the engaging environment that TV offers. As advertisers look ahead to 2026, they would be remiss if they didn’t tap into the power of women’s sports to reach viewers in moments that matter most.
To learn how sports can get your brand in on the action, contact us here.
Sources:
1. The VAB, “In a League of Their Own Exploring the Rising Popularity of Women’s Sports Report,” 2023.
2. Comcast aggregated viewership data. Total households linear viewing. Full year 2023 and 2024.
3. Comcast Advertising Survey conducted by Dynata. N=1000. April 2024. Qualifying Criteria: People who typically watch women’s sports.
