South Carolina’s victory over Iowa in the women’s NCAA championship game marked the first time the women’s title game had higher viewership numbers than the men’s final. The game averaged 18.9 million viewers and reached a peak of 24.1 million in the final 15 minutes. This made it the second most-watched non-Olympic women’s sporting event on U.S. television, behind the 2015 FIFA Women’s World Cup final. The growth in attendance records, viewership, and social media engagement surrounding March Madness is attributed to the overall quality of the product and increased exposure.
Nielsen’s numbers indicate the audience was up 90% over the previous year, with more people watching outside their homes due to cord-cutting. The championship game’s audience was 289% bigger than the viewership for South Carolina’s title win two years prior, illustrating the increasing interest in women’s basketball. This surge in viewership is seen as a result of the improved quality of the game, with more people making women’s basketball “appointment television.” The growth in audience extends beyond basketball to benefit all women’s sports.
Caitlin Clark and Iowa have played a significant role in drawing viewers to women’s basketball, with their games attracting large audiences throughout March Madness. Despite Clark’s departure as she heads to the WNBA, there is confidence that the college game can continue to attract audiences. The presence of other standout freshmen players, improved exposure during the regular season on network television, and upcoming events like the Women’s Champions Classic point to further growth for the women’s game.
The return of the championship game to network television has been a major factor in increasing viewership and exposure for women’s basketball. The game’s overall quality, competitive nature, and faster pace also contribute to the rising interest. The success of this year’s tournament, combined with efforts to promote stars and teams, has set the stage for continued growth in the women’s game. The championship game’s strong performance on television reflects the broader appeal and potential for the sport to captivate a larger audience going forward.
Audience engagement during March Madness extended beyond Iowa’s games, with viewers tuning in for other matchups before and after. The positive reception of the tournament and the exposure given to women’s basketball stars have helped highlight the appeal of the game to a wider audience. The women’s game has shown consistent improvement over the years, borrowing from the promotion strategies of professional leagues like the NBA and NFL to showcase its talent and competitive spirit. With continued efforts to grow the game and promote its stars, women’s basketball is poised for further success in the future.
Overall, South Carolina’s historic victory over Iowa in the women’s NCAA championship game, along with the rising viewership numbers and increased exposure for women’s basketball during March Madness, signal a bright future for the sport. The growth in audience interest, fueled by standout players like Caitlin Clark and improved product quality, suggests that women’s basketball is on an upward trajectory. With continued promotion, investment, and efforts to engage fans, the women’s game is poised to attract even larger audiences and solidify its place in the sports world.
