In 2024, the WNBA reached peak popularity with an all-time record of more than 54 million unique viewers across national networks, amounting to a total 136.2 million hours watched. But the bigger story for marketers is that the league’s ads keep getting more effective.
For the third consecutive season, the league’s regular season, playoffs, and finals delivered year-over-year growth in advertising effectiveness, as measured by the average ad’s likelihood of driving consumer engagement behaviors like brand searches and website visits. Since these behaviors are proven predictors of future sales, this means that each ad impression is becoming increasingly valuable to advertisers as engagement grows.
With the 2025 season tipping off May 15, advertisers will have plenty of new opportunities to connect with the WNBA’s growing, highly engaged audience. But before they can do that, they’ll want to make sure they know what works in WNBA advertising.
Here’s a look back at how ads performed in 2024, as well as the brands and athlete endorsers that drove results.
WNBA playoffs drive major engagement for advertisers
Ad engagement continues to grow throughout the WNBA season, but last year’s playoffs were a high watermark. Ads during the 2024 postseason — excluding the WNBA Finals — were 24% more effective than the average ad during broadcast and cable primetime, representing an 11% improvement over the 2023 season.
Ads during the WNBA Finals also outperformed the broadcast and cable prime time benchmark, and regular-season ad engagement grew 7% year-over year.
From real estate to pizza, brands are winning in the WNBA
Top-performing brands during the 2024 regular season ran the gamut of industries — from fashion and sports accessories to automotive and restaurants. The top spot belonged to Skims, whose ads were 3,309% more effective than the average WNBA advertiser. It was followed by ads from Oura (+1,854%) Carvana (+643%), Marco’s Pizza (552%), and Zillow (+453%) to round out the top five.
Star players like Cameron Brink and Caitlin Clark drive results
With the popularity of star players increasing, the power of their presence in ads can’t be ignored. Overall, ads featuring WNBA players were twice as effective as other primetime ads.
As an official sponsor of the WNBA, the underwear brand Skims invested heavily in spots featuring a who’s who of current and former women’s hoops stars. Candace Parker, Cameron Brink, Dijonai Carrington, Kelsey Plum, and Skylar Diggins-Smith modeled the brand’s clothing in its top-performing ad.
Some of the players appeared in ads for more than one brand, and their star power inspired higher-than-average effectiveness. For example, in addition to Skims, Cameron Brink appeared for New Balance. The brand’s ads featuring the Los Angeles Sparks star were 1,368% more effective than the average WNBA ad.
Similarly, Las Vegas Aces star A’ja Wilson appeared in ads for Gatorade, CarMax, and Nike — and those ads were 166% more effective than the league’s average. The Gatorade ad, which touts determination as an integral part of success, was 100% more effective.
Headline-dominating Caitlin Clark also cemented her star status, as her TV spots for Gatorade and State Farm were 100% more effective than the WNBA average. The State Farm ad, titled “Covering Greatness,” features Clark while she was still playing college basketball for the Iowa Hawkeyes, and was 213% more effective.
Not only did featuring WNBA players increase the effectiveness of ads airing during WNBA games, but they were also 39% more effective than ads with male players that appeared during the same time and 3% more effective than ads that specifically featured NBA players.
Know what works in women’s sports
Download EDO’s Women's Sports TV Outcomes Report for analysis across not only the WNBA, but all major women's sports properties. Here you’ll learn more about the events, athletes, and brands that are driving ad engagement, as well as those that have room for improvement.