Wimbledon tops ad engagement stats for women’s sport in 2023

The Wimbledon women’s semi-finals and finals drew the highest ad engagement among all women’s sports events in 2023, according to a report from TV advertising measurement specialist EDO.

The prestigious London-hosted tennis grand slam surpassed the primetime average by an impressive 53 percent. Wimbledon outshone the final four women’s games of the US Open by two percent, cementing its status as a premier advertising platform in the women’s sports sphere.

Among the myriad of advertisers vying for visibility during these high-profile matches, New Balance emerged as a clear frontrunner. The athletic footwear and apparel brand earned the highest engagement, boasting a remarkable 303 percent increase in effectiveness compared to the average women’s sports advertiser.

The Women’s National Basketball Association (WNBA) playoffs also experienced a surge in consumer ad engagement in the preceding year, registering a 23 percent increase compared to the previous season. This uptick highlights the growing popularity and relevance of women’s basketball within the advertising landscape.

Additionally, college basketball games featuring Caitlin Clark of the Iowa Hawkeyes proved to be particularly effective for advertisers, with a seven percent increase in engagement compared to games without her.

The upcoming Women’s March Madness college basketball tournament promises to be a significant focal point for advertisers.