Women’s Sports Ads Outperform Primetime TV for Second Year, EDO Report Finds

Event summary

  • Women’s sports ads generated 15% more impact than the average ad on primetime broadcast and cable in 2025, per EDO’s report.
  • The NCAA women’s basketball tournament final delivered 9.4x as much impact as the average primetime program.
  • WNBA ads featuring current and former stars were 59% more effective than the average WNBA ad.
  • Auto & Home Insurance, Credit Card, and Quick-Serve categories saw significant performance gains in women’s sports advertising.

The big picture

Women’s sports have transitioned from a niche market to a mainstream advertising powerhouse, outpacing primetime TV for the second consecutive year. This shift reflects broader industry trends toward authenticity and cultural relevance in marketing strategies. The performance of categories like Auto & Home Insurance and Quick-Serve brands underscores the diverse appeal of women’s sports to high-value consumer segments.

What we're watching

Advertising Strategy
How brands will allocate more budget to women’s sports advertising given its proven impact.
Content Expansion
Whether emerging leagues and events can sustain the high engagement levels seen in established sports.
Cross-Platform Measurement
The pace at which cross-platform outcomes measurement becomes standard for TV advertising.

Related topics

Sports