Just one month into the 2024 WNBA season, the league is already putting up record numbers — not just in viewership, but also TV ad engagement. The arrival of college superstars like Caitlin Clark and Angel Reese, who catapulted NCAA women’s basketball to new heights of popularity, are now transforming the pro league.
New data from EDO reveals that ads aired during this year's WNBA regular season through the end of May were a remarkable 26% more likely to spark consumer engagement than the 2023 WNBA season average. That figure is based on the incremental lift in online engagement activity that coincides with each ad airing, which helps brands increase their share of search in their category — a proven indicator of future sales and market share.
That's not the only eye-popping stat from the season thus far. Learn why the WNBA has become an advertising MVP, serving up slam dunk opportunities for TV media buyers and sellers alike.
Tracking the WNBA’s meteoric rise
2024’s strong momentum comes on the heels of another record-breaking season. Last year’s WNBA Finals were the most-watched in two decades, with star matchups between the likes of A’ja Wilson and Breanna Stewart. Throughout the playoffs, TV ad spots were 13% more likely to drive engagement versus the primetime broadcast and cable average.
That premium, postseason lift in ad performance was a 23% increase over 2022, and nearly double the effectiveness of TV ads aired during the 2021 playoffs.
Due to the league’s growing audience size, its TV ads aren’t just outperforming the norm — but also amplifying their total impact. The first month of the 2024 season has already claimed the highest TV ratings in WNBA history, averaging 1.32 million viewers. As a result, ads aired during WNBA games now drive 33% greater impact compared to the average spot during last year’s regular season games.
The WNBA is also going toe-to-toe with primetime giants, driving 5% higher ad engagement and 10% higher average ad impact than the primetime broadcast and cable average.
The Caitlin Clark effect keeps growing
At this point, it’s almost become a cliche to mention the "Caitlin Clark Effect.” The sharpshooter’s long-range three pointers and creative playmaking galvanized college basketball audiences, and now this magnetism is in full force at the pro level.
Data through May 2024 show that TV ads aired during WNBA games that feature Clark and the Indiana Fever are 23% more likely to generate engagement than the average ad during a non-Clark contest. Add in the Fever’s growing TV audience size — ever since signing the phenom back in April — and one ad spot in a 2024 Fever game had the same impact as over 4.5 ads during the 2023 regular season.
As the Fever rebound from early season losses, and as Clark's rivalries with other pro players heat up, we can expect her impact to reach new heights. She's the TV engagement equivalent of a “logo three,” drawing eyes and sparking interest with every play.
A marketing mecca for any major brand
Perhaps more surprising than any engagement metric is another clear fact: the WNBA is a marketing powerhouse for a diverse mix of brands, not just women-focused businesses.
In last year's season, male-oriented advertisers like Old Spice and HIMS were among the most effective TV advertisers, generating up to 126% higher per-person, per-second engagement compared to the average creative aired during WNBA games.
This trend has continued in 2024. Of the brands that aired at least ten TV ad spots this season, the top 10 performers include just one female-targeted brand: SKIMS, which has seen 155% higher engagement than the average WNBA ad.
The other early-season standouts appeal to broad audience segments, from sports-adjacent products like Gatorade (+123% higher engagement than the average WNBA advertiser) and Buffalo Wild Wings (+41%), to auto brands Lexus (+61%) and Carmax (+17%), to wellness solutions from the likes of Claritin (+160%) and UnitedHealthcare (+118%).
The WNBA continues to be a strong advertising channel for a wide range of brands, a proposition that will only grow as the game reaches a bigger mainstream audience.
Here’s the complete top 10:
- Claritin, 160% more effective than the average 2024 WNBA advertiser
- SKIMS, +155%
- Gatorade, +123%
- UnitedHealthcare, +118%
- Snickers, +90%
- American Home Shield, +62%
- Lexus, +61%
- Buffalo Wild Wings, +41%
- CarMax, +17&
- Google Pixel, +12%
Your playbook for WNBA advertising success
For brands seeking maximum bang for their TV ad bucks, the WNBA is a clear winner — delivering outsized ad engagement and impact across a growing audience. EDO’s Women’s Sports TV Outcomes Report dives deeper into ad performance for WNBA and NCAA basketball games, as well as sports like World Cup soccer and Grand Slam tennis.
As competition increases for these high-value TV spots, brands need outcome-oriented insights to elevate their advertising game and understand which placements and creatives drive the most value. Stay on top of the latest industry trends with our weekly newsletter insights, and when you’re ready to score a media-buying slam dunk, we’ll be your assist.