FROM THE SHADOWS TO THE SPOTLIGHT
A new look at the increased media coverage in women’s sports
Developed in partnership with:
FROM THE SHADOWS TO THE SPOTLIGHT: A NEW LOOK AT THE INCREASED MEDIA COVERAGE OF WOMEN'S SPORTS
COVERAGE OF WOMEN’S SPORTS
For three decades, it has been believed that women’s sports have received a fraction of coverage in comparison to men’s sports.
The widely accepted statistic has been stated as 3-5.5% of sports coverage, depending on heat moments versus regular play.
However, with the advent and increased proliferation of digital media, streaming programming and social media, Wasserman’s The Collective® and Global Insights team set out to understand a more precise share of voice for women’s sports in partnership with ESPN Research.
Our methodology seeks to provide a more comprehensive look at the modern women's sports media environment in the U.S. from 2018-2022, identifying coverage across 100 linear TV networks, samplings of various major streaming services, top sports media social accounts and dozens of digital media publications.
This sample is meant to be representative of general sports coverage, focusing on the media outlets that have the opportunity and incentive to cover various sports across the landscape and avoiding league or player-owned outlets that likely skew coverage towards a single sport.
FROM THE SHADOWS TO THE SPOTLIGHT: A NEW LOOK AT THE INCREASED MEDIA COVERAGE OF WOMEN'S SPORTS
THE GOOD NEWS
Women’s sports have experienced coverage growth annually across broadcast, streaming, social media and digital publications to receive an average share of
15%
OF SPORTS MEDIA COVERAGE IN 2022
And of note; if growth continues at the same rate it has over the last five years, women's share has the potential to reach closer to
20%
1
BY 2025
1 Coverage of Women's Sports Analysis, Wasserman & ESPN Research, 2023; Detailed sources in appendix
FROM THE SHADOWS TO THE SPOTLIGHT: A NEW LOOK AT THE INCREASED MEDIA COVERAGE OF WOMEN'S SPORTS
A RAPIDLY CHANGING LANDSCAPE DEMANDED
A NEW VIEW OF COVERAGE
From 2018-2023 women’s sports have experienced a tremendous pace of growth.
The momentum leading us to this unique point in time is driven by several contributing factors.
EXPANSION AND CREATION OF LEAGUES
With the creation of new leagues like Athletes Unlimited and additional franchises in existing leagues, women's sports have gathered more fans and more showcase opportunities.
INCREASED VALUATIONS
Across women's basketball and soccer specifically, we are seeing significant increases in team and league valuations, as well as new expansion teams. The WNBA is the first women's league to be valued in the billions.
INCREASED SPONSORSHIP INVESTMENT
The number of sponsorships in women's professional sports has grown 20% YOY, with women athletes inking 18% more partnerships (2022).
MASSIVE ATTENDANCE INCREASES
WNBA, NWSL and collegiate sports are experiencing record attendance in 2023.
In August, Nebraska women’s volleyball broke the all-time attendance record for a women's sporting event, with an attendance number of 92,003. 3
A ROBUST FEEDER SYSTEM
Prior to Title IX, 1 in 27 girls played sports.
Today, 2 in 5 girls are now actively participating in sports. 4
NEW ERA OF ATHLETES
Female athletes drive twice the amount of engagement on social media as their male counterparts.
1 Front Office Sports, "WNBA, Teams Valued at $1B Following Capital Raise" (2022); 2 SponsorUnited: Women in Sports 2022; 3 ESPN, "Nebraska Volleyball Sets World Record for Women's Sports Attendance" (2023) 4 The Women's Sports Foundation: "Title IX and The Rise of Female Athletes in America (2016); 5 Wasserman's The Collective “The The New Economy of Sports" (2023)
FROM THE SHADOWS TO THE SPOTLIGHT: A NEW LOOK AT THE INCREASED MEDIA COVERAGE OF WOMEN'S SPORTS
REDEFINING
COVERAGE
For the purpose of this study and to better define our methodology, we have expanded the scope of coverage to go beyond linear broadcast and limited linear commentary. This will provide a broader look at where women's sports are aired and the many areas they are covered and talked about.
As consumption habits have shifted dramatically since the advent of digital and social media and rights holders have awarded more opportunities to streaming platforms, a more inclusive and realistic look at the position women's sports hold in the general sports conversation is warranted.
In our coverage approach, we analyzed more than 1.2 billion lines of data captured across four media, where a representative sample of top broadcasters and sports media accounts were independently analyzed to identify share of coverage between men’s and women’s sports in the U.S. from 2018-2022.
OUR SOURCES:
Linear TV
Source: Nielsen and Hive
Sample: 100 linear TV networks categorized by program names
Criteria: Identified as containing sports programming (Hive/Nielsen)
Timeline: 2018-May 2023
Streaming
Source: Provided by streamer/manual audit
Sample: Four major streaming services categorized by providing service or manual audit* of available programs (ESPN+, Paramount+, Amazon Prime*, Peacock*)
Criteria: Identified as major streaming service with independent broadcast rights
Timeline: ESPN+ 2018-2023, Amazon Prime 2022-2023, Peacock 2022-2023, Paramount+ 2020-2023
Social Media
Source: Zoomph, CrowdTangle and BrandWatch
Sample: 29 aggregate social accounts across Facebook, Instagram, Twitter and TikTok
Criteria: Identified as top-followed, league/sport-agnostic account that is likely focused on generalized sports coverage
Timeline: Twitter 2023, Facebook 2018-2023, Instagram 2018-2023, TikTok 2018-2023
Digital media
Source: BrandWatch
Sample: 80+ digital publications
Criteria: Identified through keyword analysis and “news” classification
Timeline: 2018-2023
FROM THE SHADOWS TO THE SPOTLIGHT: A NEW LOOK AT THE INCREASED MEDIA COVERAGE OF WOMEN'S SPORTS
SPORT CONTENT CONSUMPTION SHIFTS GIVE GREATER PERSPECTIVE ON EXPANSION
Keeping up with fan behaviors gives further context on growth and expansion across media.
Around half of Gen Z fans use social media while watching live events 1
Of time spent watching sports, 22% is streaming (compared to 60% linear) 1
46% of Millennials watch sports on streaming (30% of all fans) 1
The number of Americans saying they watch live sports on social media increased by 10% from Q3 to Q4 2022 alone 2
Sports media engagement levels on social are higher among those under 45 years old 3:
18–34-year-olds are 2x as likely to engage with sport via social media than those 55+ (43% vs 19%)
Peak engagement happens with the 18–24-year-olds at 74%
Gen Z and Millennial fans have increased interest in highlights, docs and social media storytelling over live sporting events 1
1 "2023 sports fan insights: The beginning of the immersive sports era", Deloitte Center for Technology, Media & Telecommunications, 2023; 2 Robson, Elise, "Equality in women’s sports: what’s the score, ref?", GWI, April 27, 2023, 3YouGov – The Global Media Landscape 2023
FROM THE SHADOWS TO THE SPOTLIGHT: A NEW LOOK AT THE INCREASED MEDIA COVERAGE OF WOMEN'S SPORTS
COVERAGE AND AVAILABILITY GO HAND-IN-HAND
In the U.S., collegiate sports have leveled the playing field in terms of women's competitive representation. Title IX and other factors have resulted in near-equal total competitions played across the men's and women's Division I collegiate landscape.
However, this representation is not reflected in U.S. professional sports, with women's sports comprising only 8% of the total competitions played 1.
This competition disparity adds important context to the coverage analysis, asserting the need for women's professional sports to continue to increase available competition to then drive coverage and increase the opportunity for equity in sports media.
1 Observational Audit of U.S. Sports (Football, Baseball/Softball, Basketball, Soccer, Hockey, Tennis, Golf) and gendered D1 competitions, Wasserman, 2023; 2 Combined total calculated using total competitions from professional and DI collegiate, weighted for volume
COVERAGE CAN ^ INCREASE AS WOMEN'S PROFESSIONAL LEAGUES CONTINUE TO ADD TEAMS AND EXPAND SEASONS.
(AND SHOULD)
FROM THE SHADOWS TO THE SPOTLIGHT: A NEW LOOK AT THE INCREASED MEDIA COVERAGE OF WOMEN'S SPORTS
LIMITED FLEXIBILITY WITH LINEAR PROGRAMMING
Women's sports receive a similar relative share of primetime programming; however, day-of-week scheduling often creates competition with men's leagues, which can cannibalize viewership.
Women's sports skewed towards Sunday coverage during Q1 and Q4, with any coverage forced to compete with men's leagues such as the NFL.
A lack of flexibility in timeslots on linear programming can create the opportunity to capture a paywall-free audience if leveraged correctly. Women's sports should seek to carve out their own dedicated broadcasts on linear schedules to highlight premier competitions.
FROM THE SHADOWS TO THE SPOTLIGHT: A NEW LOOK AT THE INCREASED MEDIA COVERAGE OF WOMEN'S SPORTS
MARQUEE EVENTS EARN MORE CONVERSATION
Conversation and reporting surrounding women’s sports have consistently spiked during heat moments in and out of sport. Events such as international competition, athlete storylines or social activism often set new ceilings and drive continued momentum in current conversation.
Sources: Coverage of Women's Sports Analysis, Wasserman & ESPN Research: BrandWatch keyword identification; Zoomph, CrowdTangle & BrandWatch, Wasserman Categorization Algorithm
FROM THE SHADOWS TO THE SPOTLIGHT: A NEW LOOK AT THE INCREASED MEDIA COVERAGE OF WOMEN'S SPORTS
STREAMING AND SOCIAL MEDIA OFFER THE MOST CAPACITY FOR GROWTH
Not surprisingly – as it’s where the modern fan lives – streaming and social media maintain the highest share and fastest share growth of women’s sports coverage.
Streaming: Coverage of Women's Sports Analysis, Wasserman & ESPN Research, 2023; Social Media: CrowdTangle & BrandWatch, Wasserman Categorization Algorithm
FROM THE SHADOWS TO THE SPOTLIGHT: A NEW LOOK AT THE INCREASED MEDIA COVERAGE OF WOMEN'S SPORTS
WOMEN’S BASKETBALL
In analyzing coverage data, it became clear that women's basketball consistently rose to the top of platform coverage and conversation. This consistency can be attributed to both heat and cultural moments, as well as an uptick in social media engagement. Basketball overall has benefited from interest in the collegiate game.
Sources: Coverage of Women's Sports Analysis, Wasserman & ESPN Research; 1 ESPN+ and Paramount+ 2022 streaming
FROM THE SHADOWS TO THE SPOTLIGHT: A NEW LOOK AT THE INCREASED MEDIA COVERAGE OF WOMEN'S SPORTS
WOMEN'S COLLEGIATE SPORTS
Collegiate sports lead women's coverage on multiple platforms, leveraging competition supply, heat moments and conversation to maintain and increase coverage.
FROM THE SHADOWS TO THE SPOTLIGHT: A NEW LOOK AT THE INCREASED MEDIA COVERAGE OF WOMEN'S SPORTS
THERE IS STILL WORK TO DO
Coverage is growing - and at a clip faster than many expected. The gap is still significant, with 15% coverage vs. comparable content availability.
The pipeline is strong – and getting stronger – with new sports, teams, and leagues from youth through professional ranks.
Consumer is king, and consumer behaviors have driven much of the opportunity and flexibility in getting women’s sports covered across new and growing platforms. We need to continue to listen to the consumers –the fans. With the volume and cadence of social conversation, it is evident that the reach is well beyond just the avid fan, signaling more growth to come.
Legacy models bring limitations. Rigid schedules and criteria remain on the largest platform: linear. Relegating women’s coverage to the
lesser desired timeslots isn’t going to get it done. There is
momentum around marquee moments that is undeniable.
FROM THE SHADOWS TO THE SPOTLIGHT: A NEW LOOK AT THE INCREASED MEDIA COVERAGE OF WOMEN'S SPORTS
WHAT’S NEXT?
MORE QUESTIONS TO EXPLORE…
VIEWERSHIP AND AFFINITY
We have “built it” — i.e. there is more women's sports coverage — understanding who is watching and where they are watching will be the next chapter to explore.
GLOBAL PROGRESS
While we have U.S.-based networks and leagues / teams in international competitions, we need to further explore coverage of global teams and leagues. Are the trends similar?
TOP PERFORMING
MEDIA AND CONTENT
It is critical to explore what platforms and content drive the highest and most sustainable engagements.
SHIFT IN FAN PROFILES
There exists a large amount of data and information on the evolving sports fan, but we still need to profile those that have engaged with this growing availability of coverage.
IMPACT OF LEAGUE
AND TEAM MEDIA DEALS
Of course, the deals drive availability, but are there unique structures and options that allow a more dynamic ecosystem to meet fan needs?
PARALLEL AND SUBSEQUENT INVESTMENT IN LEAGUE AND TEAM GROWTH
Expansion remains key. Prioritizing the when and where to capture the potential is an ongoing mandate.
FROM THE SHADOWS TO THE SPOTLIGHT: A NEW LOOK AT THE INCREASED MEDIA COVERAGE OF WOMEN'S SPORTS
SOURCES AND METHODOLOGY
LINEAR BROADCAST (JAN 2018 – MAY 2023):
1. Analysis of over 800K unique programs across 100 networks to identify and categorize sports coverage using keyword and network-specific program nomenclature; duration and count of programming calculated based on Nielsen and Hive identified program details.
STREAMING (APRIL 2018 – JULY 2023):
2. ESPN+ data provided by and categorized by ESPN; nearly 11K programs categorized as Male, Female, Both or Other.
3. Paramount+ data provided by Paramount Global; inclusive of only programming identified and stated by network.
4. Amazon Prime and Peacock programming identified through manual audit of owned live sports broadcasts only.
FROM THE SHADOWS TO THE SPOTLIGHT: A NEW LOOK AT THE INCREASED MEDIA COVERAGE OF WOMEN'S SPORTS
SOURCES AND METHODOLOGY
SOCIAL MEDIA (JUNE 2018 – AUGUST 2023):
Categorized using keyword identification and proprietary natural language processing on caption data with 91% identification accuracy after removal of absent or non-English captions.
5. Zoomph: Facebook, Instagram and Twitter (2023) historical post-level data
6. Complimentary sources - CrowdTangle: Facebook and Instagram; BrandWatch: Twitter
Sampled accounts:
CBS Sports
ESPN
ESPNW
First Take
Fox Sports
Front Office Sports
Key, Jay & Max
LA 2028
ACC Network
AP Sports
Athletes Unlimited
Barstool Sports
BBC
Big 12 Network
Big Ten Network
Bleacher Report
NBC Sports
Olympics (IOC)
Pac-12 Network
Pardon the Interruption
SEC Network
Sky Sports
SportsCenter
SportsCenter Next
Team USA
The Athletic
The Ringer
Togethxr
Yahoo Sports
DIGITAL PUBLICATION (JAN 2018 – AUGUST 2023):
7. BrandWatch keyword query to identify 1B+ identified mentions of top U.S. league and team names for men’s and women’s leagues (news sources only)
KEYWORD LEAGUES INCLUDED:
Men’s: "NBA" OR "National Basketball Association" OR "NFL" OR "National Football League" OR "MLB" OR "Major League Baseball" OR "NHL" OR "National Hockey League" OR "MLS" OR "Major League Soccer" OR "PGA Tour" OR "Professional Golfers' Association Tour" OR "PGA" OR "ATP" OR "Association of Tennis Professionals" OR "U.S. Men's National Soccer Team" OR "USMNT" OR "United States Men's Soccer Team" OR "U.S. Men's National Basketball Team" OR "United States Men's National Basketball Team" OR "U.S. Men's National Hockey Team" OR "United States Men's National Hockey Team" OR "U.S. Men's National Baseball Team" OR "United States Men's National Baseball Team" OR "Baseball" OR "Football" OR "Formula 1" OR "F1" OR "NASCAR" OR "Indycar" OR "Indy Racing" OR "The Masters“ Women’s: "WNBA" OR "Women's National Basketball Association" OR "The W" OR "NWSL" OR "National Women's Soccer League" OR "NWHL" OR "National Women's Hockey League" OR "LPGA" OR "Ladies Professional Golf Association" OR "WTA" OR "Women's Tennis Association" OR "NPF" OR "National Pro Fastpitch" OR "NPF Softball" OR "U.S. Women's National Soccer Team" OR "USWNT" OR "United States Women's Soccer Team" OR "U.S. Women's National Basketball Team" OR "USWNT" OR "United States Women's National Basketball Team" OR "U.S. Women's National Hockey Team" OR "USWNT" OR "United States Women's National Hockey Team" OR "U.S. Women's National Softball Team" OR "USWNT" OR "United States Women's National Softball Team" OR "Women's Basketball" OR "Women's Soccer" OR "Women's Hockey" OR "Women's Golf" OR "Ladies Golf" OR "Women's Tennis" OR "Softball" OR "Athlete's Unlimited" OR "Athletes Unlimited" OR "ATH Unlimited“ ** Search query also included team names and collegiate references for all included sports and leagues
THANK
YOU
Contact:
tlavielle@teamwass.com
spisarra@teamwass.com
Contributors:
Muhammad Zaryab
Shelley Pisarra
Thayer Lavielle
Amy Johnson
Cooper Kavanaugh
Destiny Washington
Developed in partnership with: