Three of the four tennis grand slams drove more ad engagement than the primetime average.
The 2023 Wimbledon women’s semi-finals and finals generated the most ad engagement of all women’s sports events in 2023, according to a report from TV advertising measurement specialist EDO.
Confirmed:
- Wimbledon was 53 per cent more effective in generating consumer engagement than the primetime average
- UK-based tennis Grand Slam was two per cent more effective than the US Open’s final four women’s games
- New Balance earned most engagement and was 303 per cent more effective than the average women’s sports advertiser
- The Women’s National Basketball Association’s (WNBA) playoffs last year was 23 per cent more likely to drive consumer ad engagement than in 2022
- College basketball games featuring Iowa Hawkeye icon Caitlin Clark was found to be seven per cent more effective for advertisers than games without her
Context:
Three of the four tennis grand slams were found to drive more ad engagement than the primetime average, with the 2023/24 National Collegiate Athletic Association (NCAA) women’s basketball season also accomplishing this feat.
Coming next:
Expect advertisers to see a spike in engagement during the Women’s March Madness basketball tournament, as Clark hopes to win Iowa their first title before leaving for the WNBA later this year.