SAN FRANCISCO – November 21, 2022 – Samba TV, the leading provider of television technology and omniscreen advertising and analytics globally, today released a new insights report analyzing the rapidly growing viewership landscape of women’s sporting events throughout 2022. From the Beijing Winter Olympics and the Women’s March Madness tournament to the National Women’s Soccer League, the report highlights the significant growth in TV viewership for women’s live sporting events this past year. The unique data demonstrates how advertisers and broadcasters can better reach younger, more diverse and higher income audiences by planning their advertising investments and prioritizing media coverage surrounding these events.
“2022 was a breakout year for women’s sports, and a watershed moment for female athletes and the industry overall,” said Samba TV Chief Marketing Officer Meredith Brace. “Smart advertisers and broadcasters alike took advantage of the broad and growing appeal of women’s sports in 2022 and their investments were rewarded by massive double and triple digit growth in audiences. The movement surrounding women’s sports and their diverse superfans provides an unprecedented opportunity to reach younger and more affluent audiences from every corner of the nation.”
Brace continued, “Despite what is truly a near universal appeal from an audience perspective, coverage of women’s sporting events still significantly lags behind where viewership interest tells us it should be. With a strong and rapidly growing fanbase, engaged advertisers are seeing significant ROI and an incredible line-up of sporting event moments worth prime TV placements in the year ahead. Broadcasters should take note for 2023 and give women’s sporting events the primetime placement they deserve. There has never been a better time for advertisers and broadcasters alike to tap into the extraordinary growth of live women’s sporting events.”
Key insights from Samba TV’s report:
Across multiple events, women's sports experienced significant growth in 2022, showcasing broad appeal.
Women’s sports attract a diverse, younger, and more affluent audience.
Viewership of women’s sports is broad-based and national.
Women’s sports have earned and deserve more primetime television placements. When given this opportunity, audiences show up to tune in.
About Samba TV:
Samba TV has transformed the TV from a pane of glass on the wall to a window into the heart of audiences. We are the global leader in television technology powering real-time insights and audience targeting to enable unparalleled marketing efficiency and effectiveness. Our proprietary first-party data from tens of millions of opted-in televisions, across more than 20 TV brands sold in over 100 countries, provides advertisers and media companies a unified view of the entire consumer journey. Our independent currency-grade measurement has future-proofed advertising for the next generation, empowering advertisers to connect with their audiences on any platform, across every screen.