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Move over, basketball: Women’s gymnastics, lacrosse, and volleyball drive record ad engagement

Article by Jeremy Goldman  |  Mar 17, 2025
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Move over, basketball: Women’s gymnastics, lacrosse, and volleyball drive record ad engagement
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Topics
Sports
Digital Video
Marketing Spending
United States

The news: While women's basketball dominates headlines, several previously overlooked women's sports are delivering exceptional advertising results, according to EDO's March 2025 Women's Sports TV Outcomes Report.

  • The NCAA Women's College Volleyball Championship Game between Penn State and Louisville generated remarkable engagement, with ads during the broadcast delivering 3.5 times the impact of average primetime programming. The event attracted 1.3 million viewers, marking it as the second-largest title game audience in the sport's history.
  • Similarly, NCAA Women's Gymnastics has seen a 73% improvement in ad effectiveness since 2022, while Women's College Lacrosse advertising drove 22% more per-person engagement than primetime averages—representing 26% growth YoY.

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