As brands search for high engagement media environments that deliver measurable advertising impact, women’s sports advertising is increasingly emerging as a powerful channel within the television and streaming ecosystem. The latest EDO TV Outcomes Report highlights how women’s sports programming continues to outperform traditional primetime television in driving consumer engagement and brand action.
According to the new Women’s Sports TV Outcomes Report from EDO, women’s sports advertising generated significantly stronger results than traditional primetime television advertising for the second consecutive year. The analysis found that ads running during women’s sports events delivered fifteen percent greater impact than the average advertisement airing on primetime broadcast and cable networks.
The findings reflect the continued growth of women’s sports as a culturally influential and commercially valuable media platform. Programming across events such as NCAA basketball, collegiate lacrosse, gymnastics competitions, U.S. Open tennis matches, and WNBA games is attracting highly engaged audiences and creating new opportunities for brands to connect with viewers.
EDO’s analysis measures advertising effectiveness through consumer behaviors that are known predictors of future sales, including brand related searches and visits to brand websites following exposure to television advertisements. These outcome based metrics help marketers evaluate how television advertising influences real consumer activity beyond traditional reach and frequency measurements.
“Another year above the primetime benchmark proves women’s sports isn’t a moment it’s a mainstay,” said Laura Grover, SVP, Head of Client Solutions at EDO. “For the second straight year, ads in women’s sports outperformed primetime, and brands that align creative with cultural moments are seeing measurable engagement gains.”
Several well known consumer brands were among the most effective advertisers in women’s sports programming during 2025. Companies including Target, KFC, Skechers, Home Depot, and Outback Steakhouse ranked among the top performing brands based on measurable engagement outcomes linked to television campaigns.
The report also identified specific sporting events that delivered particularly strong advertising impact. The NCAA women’s basketball tournament final was ranked as the most engaging women’s sports event of the year, generating more than nine times the impact of the average primetime television program. Major tennis tournaments also delivered strong results, with three Grand Slam events appearing among the most impactful broadcasts.
“For brands, the opportunity is clear. Women’s sports deliver a powerful combination of engagement, authenticity and cultural relevance to drive meaningful advertising outcomes,” said Danielle Brown, SVP, Sports Streaming and Brand Solutions at Disney Advertising. “What began as a surge in popularity around NCAA championships and the WNBA has expanded into high-value programming across tennis, soccer and emerging leagues.”
The report also highlights strong performance for specific industry sectors advertising during women’s sports programming. Financial services brands such as credit card companies, insurance providers, and quick service restaurant chains were among the categories that achieved particularly strong outcomes compared with their primetime advertising benchmarks.
As audiences increasingly shift toward sports programming and live events for entertainment, the EDO TV Outcomes Report suggests that women’s sports advertising is becoming an important component of modern media strategies. With engagement levels continuing to exceed traditional primetime television benchmarks, women’s sports programming is positioning itself as a durable and influential platform for brands seeking measurable marketing impact.
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