Advertisers bought into women sport.
GroupM, the WPP-owned media buying agency, says it has “exceeded” its target of doubling annual media spend on women’s sports programmes.
The agency announced its intention to double its spending in the area earlier this yearin connection with the NCAA Women’s College Basketball Tournament, which drew record-shattering ratings. Now it says it has blown past that goal in months, with more than 20 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 boosted media companies as well, with Disney, NBCUniversal, Paramount and YouTube all offering advertisements events for the 2024-2025 year.
“Doubling women’s sports spending in a matter of months is a significant milestone for our company and the industry,” said Matt Sweeney, chief investment officer of GroupM US. “While some clients have long been pioneers in this space, others are now broadening their commitments or making first-time investments. This surge in momentum reflects more than a passing trend – it is a full-fledged movement.”
Among the media buys orchestrated by GroupM were Indeed’s sponsorship offering of college basketball on ESPN and the WNBA on Paramount platforms, a YouTube deal that provides access to women’s sports audiences through an AI-powered Spotlight Moment and Google’s presentation sponsorship of the WNBA on Disney and the National Women’s Soccer League on Disney and Paramount platforms.
In addition to the record ratings for college basketball, the WNBA set its own record ratings this season, thanks in part to superstar rookies like Caitlin Clark and Angel Reese. And the NWSL says it has also seen its ratings rise.
The demand for women’s sports is also leading to the creation of entirely new leagues, with the 3-on-3 basketball league launching soon. obligations secured of top WNBA stars and a TV deal with TNT Sports.
The success of GroupM’s push and the eager support of major advertisers suggest there is still more room to grow.