The NCAA Division One Women’s Basketball Tournament shattered viewership records across all six rounds, culminating in a championship game between South Carolina and Iowa that averaged 18.7 million viewers on ABC and ESPN, an 89% increase from the previous year. With a peak audience of 24 million viewers, this game became the most-watched women’s basketball game in history and the most-watched basketball game overall since 2019. The 2024 tournament was the highest-rated women’s March Madness to date.
Leading the charge were standout players such as Iowa’s Caitlin Clark, the two-time College Player of the Year and the all-time leading scorer in Division One history. Other notable players included LSU’s Angel Reese, UConn’s Paige Bueckers, and USC’s JuJu Watkins, as well as the undefeated tournament champions, the South Carolina Gamecocks with Kamilla Cardoso. These players captured the attention of viewers and contributed to the tournament’s record-breaking success.
Every round of the tournament, especially games featuring Iowa, saw unprecedented viewership numbers. Iowa’s games consistently drew millions of viewers, breaking records for the most-watched opening round, second round, Sweet 16, Elite Eight, and Final Four games. The Final Four game between Iowa and UConn set yet another record with an average of 14.2 million viewers, making it the most-watched women’s basketball game to date and the most-watched basketball game ever on ESPN.
The media and advertisers took notice of the growing fan interest in women’s college basketball. Disney and the NCAA inked a multi-year media rights agreement valued at $65 million per year for the women’s basketball tournament, a significant increase from the previous deal. Advertisers clamored to be a part of the 2024 tournament, with all in-game commercial inventory sold out weeks before the Final Four and championship game. Brands like Adidas, Honda, Google, and Coca-Cola ramped up their ad commitments, with total investments in the women’s tournament estimated to exceed $25 million.
The success of the 2024 NCAA women’s basketball tournament has not gone unnoticed, prompting companies like GroupM to recommend doubling ad commitments to women’s sports. The WNBA and NWSL have also been benefiting from increased media rights agreements and coverage. As top players like Caitlin Clark, Angel Reece, and Kamilla Cardoso transition to the WNBA, they continue to popularize women’s basketball and build on the legacies of past greats like Cheryl Miller and Candace Parker.
Looking ahead, advertisers like Adidas are already planning to invest in future women’s basketball tournaments, recognizing the potential for continued growth and interest in the sport. With returning stars like Paige Bueckers and JuJu Watkins, as well as new talent waiting in the wings, the future of women’s college basketball looks bright, with increased support and viewership expected in the years to come.
