In today's fast-paced digital landscape, mobile marketing strategies are crucial for brands looking to connect with their target audience. And when it comes to women's sports, advertisers are recognizing the massive potential for engagement and growth. According to a new report from TV measurement company EDO, brands spent over $244 million running TV campaigns against women's sports in 2024 – a whopping 139% increase from the previous year.
Not only are brands shelling out more cash on these ads, but they're also seeing impressive results. The average ad during a women's sporting event generated a staggering 40% more engagement than the average ad on prime-time TV, per EDO. This trend is likely driven by the growing popularity of mobile devices and the increasing importance of mobile marketing strategies in today's digital age.
When it comes to specific brands, auto and insurance companies led the charge in terms of spend, with pharma and telecom sectors also seeing significant investment. Internet and financial services companies weren't far behind, with retail and food and beverage brands rounding out the top categories.
But what about effectiveness? According to EDO's report, Skims – a WNBA sponsor – was the most effective advertiser in women's sports, with an impressive 3,716% increase in ad effectiveness compared to the average brand running ads during women's sporting events. This suggests that Skims is not only spending big but also executing its mobile marketing strategy with precision.
In terms of specific sports and events, basketball – including both WNBA and women's college hoops – delivered for its advertisers. The WNBA Finals, which broke viewership records on ESPN, saw ads prove 18% more effective than the average ad during a women's sporting event. College gymnastics and lacrosse also generated significant engagement, with NCAA volleyball emerging as a "best-kept secret" in women's sports.
Overall, this report highlights the growing importance of mobile marketing strategies for brands looking to connect with their target audience through women's sports. By investing in effective campaigns that drive engagement and conversions, brands can tap into this lucrative market and achieve long-term success.
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