2024 Women's NCAA Basketball Tournament: Breaking Records

NCAA Women's Basketball Tournament breaks viewing records, led by standout players like Caitlin Clark. Advertisers flock to support the growing sport.

The NCAA Division One Women's Basketball Tournament has broken viewing records across all six rounds, culminating in the championship game which drew an average of 18.7 million viewers, an 89% increase from the previous year. This game also became the most watched women's basketball game in history, surpassing even major sporting events like the World Series and NBA Finals. The 2024 tournament as a whole has set new standards for viewership, establishing itself as the most-watched "March Madness" for women's basketball.

At the heart of this success are exceptional players like Caitlin Clark from Iowa, a two-time College Player of the Year and the leading scorer in Division One and NCAA "March Madness" history. Other standout players such as Angel Reese from LSU, Paige Bueckers from UConn, JuJu Watkins from USC, and the championship-winning South Carolina Gamecocks with Kamilla Cardoso have also contributed to the heightened interest in the tournament.

The tournament saw record-breaking viewership in every round, with Iowa's games consistently drawing high numbers. From the opening round to the Final Four, each game featuring Iowa showcased the growing popularity of women's college basketball. The Elite Eight game between Iowa and LSU was a particularly anticipated rematch that drew an average of 12.3 million viewers, setting a new standard for women's basketball viewership.

The Final Four games continued the trend of record-breaking viewership, with the Iowa vs. UConn matchup becoming the most-watched women's basketball game to date. The tournament as a whole has seen a significant increase in viewership, reflecting the growing interest in women's sports and basketball in particular.

The success of the NCAA women's tournament has not gone unnoticed by advertisers and media companies. Disney's multi-year media rights agreement with the NCAA, valued at $65 million per year, represents a significant investment in women's basketball. Advertisers have shown strong interest in the tournament, with commercial inventory selling out well in advance of the games. Brands like Adidas, Honda, Google, and Coca-Cola have increased their ad spending on the women's tournament, recognizing the potential for growth and engagement in this space.

The success of the 2024 NCAA women's tournament has not only set new standards for viewership but has also paved the way for increased investment and support for women's sports. Advertisers like Adidas have committed to continuing their support of women's basketball, recognizing the potential for growth and engagement in this space. As players like Caitlin Clark, Angel Reece, and Kamilla Cardoso transition to the WNBA, they leave behind a legacy of popularizing women's basketball and inspiring the next generation of players. With continued support and investment, women's basketball is poised for even greater success in the years to come.