Hannah Ferrell’s Post

Four reasons why women's sports are a slam dunk for marketers: 1️⃣ Growth in women’s sports fandom outpaces men’s 2️⃣ It’s time for marketers to rethink sports fans 3️⃣ Sports moving into streaming brings more opportunities for marketers 4️⃣ Advertising in women’s sports helps build brand sentiment See the entire playbook from Dawn Lee Williamson: https://comca.st/3QkDpyn

Women’s sports programming has proven highly effective for TV advertisers, according to a recent report from TV outcomes company Edo. The report found double-digit year-over-year improvements in ad effectiveness during the programming. Tennis events were the most effective while the WNBA saw significant improvements in ad engagement. Among women’s sports advertisers overall, New Balance ads saw the biggest boost with a 203% jump in effectiveness compared to the average women’s sports ad in 2023. Individual athletes have also proved to be effective. State Farm ads featuring University of Iowa basketball player Caitlin Clark were 46% more likely to generate engagement compared to the average ad from the insurance company. https://lnkd.in/gFe2TDrj

Giant media buyer GroupM said it plans to double its media spending on women’s sports. Sports continue to get big ratings on TV and women’s sports have been gaining viewers. GroupM said it will be forming a marketplace dedicated to women’s sports and will be looking for first-look and first-to-market opportunities beginning with the 2024-25 upfront, with clients including adidas, Ally, Coinbase, Discovery, Google, Mars, Nationwide, Unilever and Universal Pictures participating. Advertisers are sending a clear message properties like WNBA, NWSL, and women’s college basketball programming will be increasingly valuable moving forward. #sports #groupm #tvratings #womensports #effectvinsights https://lnkd.in/eN9bbhc9

Women’s sports are having a moment. Viewership is up, especially in the NCAA women’s basketball and WNBA (Women's National Basketball Association). Now it’s not just consumers noticing, it’s advertisers too - and the audio industry is ready. From iHeartMedia’s new women’s sports network and projections that women’s sports will generate over $1 billion in total global revenue in 2024, audio is uniquely positioned to support this growth and the chance to reach these consumers. Once again, we’re seeing that women’s media should not be underestimated. https://lnkd.in/gbhRvD2q

Shattering records and challenging norms! Women's sports are changing the game in upfront ratings and negotiations like never before. Discover how women's sports tournaments' monumental success influences ad spending and media strategies in this Ad Age article at the link below. #WomensSports #HypeHer #upfronts #advertising

Very interesting article by Digiday talking about brands and their agencies thinking about their approach to sports and entertainment investments. #sportsbusiness #sportsmarketing #nba #wnba #influencers #programmaitc #sponsorships #sportssponsorships #ai #creativemeasurement #mensio #hive

The Olympics are over but its influential impact is not. We surveyed consumers to see if they follow Olympians on social and if that impacts the way they shop. Check out our CMO, Zarina L Stanford, talk about Olympians as creators in this article from Digiday! #bazaarvoice #olympics #creatoreconomy #creatormarketing #influencermarketing

The long game of sports investment got a bit more intense over the summer, as the #SummerOlympics in Paris generated the most buzz in years, the National Basketball Association (NBA) and WNBA (Women's National Basketball Association) landed a massive $76 billion rights deal that ramped up the amount of sports streaming/CTV content to unseen heights and women’s sports grabbed a greater share of the spotlight. It all means media agencies with clients investing in sports need to rethink how to approach those investments. As a result they’re developing new practices and opportunities to integrate with leagues and athletes. The rise of #influencers in the arena, greater availability of higher-value sports inventory through #programmatic marketplaces are all leading to the development of original content, new partnerships and less expensive options and offerings. In this piece by Antoinette S. and Michael Burgi, we speak to David Levy, Zarina L Stanford of Bazaarvoice, and Kelly Erwine Morrison and CMI Media Group.

Athletes are changing the game and taking center stage. According to a recent survey by PMG and Snap Inc., 43% of Snapchatters claim an increase in consumption of athlete-centric content. It’s clear that social media is fueling a sense of connection between fans and sports stars through this behind the scenes access to their lives. These athletes have remodeled viewer behavior, fan engagement, and brand affiliations, opening up new avenues for marketers. Discover the power of personal stories in the world of sports marketing in our latest on the PMG Insights Hub: https://bit.ly/4cHizCx