Sara Procter Goldenberg’s Post

Women’s sports are gaining serious traction with diverse and engaged audiences. 👥 For agencies, this means a growing, enthusiastic fanbase eager for content and engagement. Discover how Nielsen’s insights on women’s sports can help you build better campaigns for your clients and keep the excitement alive. Check out the detailed insights: https://bit.ly/3LiGpIC

As the various sporting seasons are getting back underway, it is important to note the changing fan culture that we're seeing across all sports. Contrasting the traditional die-hard fans, a new era of sports fans is emerging - the 'on-demand' fan - that prefers a personalised experience, focusing on moments that resonate with their values and interests rather than just the game itself. This shift allows sports brands to appeal to a broader audience by creating multi-purpose venues and engaging content that caters to these on-demand fans. Bambos Eracleous https://lnkd.in/eAnCRfBJ

A lot of people are citing the Wasserman report that says coverage of women’s sports has grown from 4% to 15%. The only problem? That’s not what the report actually says. The report says in its intro that the widely-shared stat that women’s sports receive only 3.5-5.5% of coverage fails to include things like digital media and streaming. If you include those, women’s sports received 10% of coverage in 2018, and that’s now up to 15% in 2023. Interestingly, women’s sports coverage on linear has basically stayed stuck: from just under 5% in 2018 to just over 5% in 2023. It’s everything else that has been on the rise. I’ve pasted the key chart below. As you can see, the main drivers of increased coverage for women’s sports have been social media and streaming (not linear television). And nowhere does it say, we’ve gone from 4% to 15%. So what are some of the actual takeaways? 1. Linear broadcasting isn’t the answer It basically hasn’t budged, even as women’s sports have exploded in popularity. Obviously, games need to be on TV. But if that’s all the coverage they ever get, women’s sports will stay stuck exactly where they are. 2. Digital media has been – and will be – the real driver of growth Viewership numbers get all the play, but what’s building the women’s sports audience is the day-in and day-out world of digital media. Not the occasional blow-out event.   Plus, according to the report: Female athletes drive twice the engagement of their male counterparts, half of Gen Z uses social media while watching live events, and “Gen Z and Millennial fans have increased interest in highlights, docs and social media storytelling over live sporting events.”   I’m obviously biased, but all of this continues to validate our hypothesis at Just Women's Sports, that if you want to build and engage a women’s sports audience, you need to meet people where they are, on their feeds, each and every day.   Digital media has been the backbone of this space. It’s what brought us to where we are today, and it’s what’s going to lead women’s sports into tomorrow. Read the report for yourself: https://lnkd.in/eYBaCgiS

Yes, AND - I am right now in a group message trying to figure out how to watch women's college basketball today. We've purchased subs to all the right streaming platforms, and it still takes a surgical effort to actually find the games on the platform. As my biologist friend put it: "Wait a minute, why is this still so difficult to follow!? Imagine how impossible it would be for someone not looking for it as hard as we are, to find it." All "coverage" isn't created equal, there's major gaps within it: in this example, it takes me less than 10 seconds to find a men's college basketball game, versus what, on the same exact platform, can sometimes feel like a scavenger hunt for clue after clue until I can finally catch Caitlin Clark breaking another record. When we're talking about coverage, viewership, engagement, etc. going up in women's sports, we also have to be more thoughtful about considering the context and the nuance, so the impact is seen more and more through the experiences of the players and the fans, and not just on paper.

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

Rewinding the Reels: Legendary Sports Moments and Their Media Legacy In the grand tapestry of sports history, certain moments stand out as iconic, not just for their on-field drama but also for the profound impact they had on media coverage. From breathtaking performances to scandalous controversies, these moments have shaped the way sports are perceived and consumed by audiences worldwide. In this article, we embark on a journey through time to revisit some of these unforgettable moments and explore their enduring legacy in the realm of sports media. The Power of Iconic Moments: a. Defining Moments in Sports Media: Sports media is more than just a commentary on games; it's a narrative woven from the threads of unforgettable moments. Whether it's Michael Jordan's last shot with the Chicago Bulls or Diego Maradona's "Hand of God" goal, these moments transcend the boundaries of the playing field and etch themselves into the collective consciousness of fans around the globe. b. Capturing the Imagination: Iconic sports moments have a unique ability to capture the imagination of audiences, transcending the boundaries of time and space. They become cultural touchstones, referenced in conversations, immortalized in highlight reels, and endlessly dissected by pundits and fans alike. Impact on Sports Media: a. Shaping the Narrative: One of the most significant impacts of iconic sports moments is their ability to shape the narrative surrounding athletes, teams, and entire sports leagues. Take, for example, the "Miracle on Ice" during the 1980 Winter Olympics, where the underdog U.S. hockey team defeated the powerhouse Soviet Union. This moment not only captivated the nation but also redefined the way ice hockey was covered in the media, sparking a renewed interest in the sport across the United States. b. Fueling EngagementIconic sports moments are a goldmine for media outlets, driving engagement and generating buzz like few other events can. Whether it's through viral videos, social media memes, or water-cooler conversations, these moments have a ripple effect that extends far beyond the confines of the sports world. Evolution of Sports Media: a. From Print to Digital: The landscape of sports media has undergone a seismic shift in recent decades, moving from traditional print publications to digital platforms. With the rise of the internet and social media, fans now have unprecedented access to real-time updates, highlights, and analysis, transforming the way sports are consumed and covered. b. The Rise of User-Generated ContentIn today's digital age, fans are no longer passive consumers of sports media; they're active participants, contributing their own content and shaping the conversation in real-time. From live-tweeting games to sharing reaction videos, user-generated content has become an integral part of th... #ThrowbackThursday #SportsHistory #MediaImpact #CricketOttawa

Threads' New Sports Feature: A Step in the Right Direction, but Room for Improvement Social media platform Threads recently launched a new feature that displays live scores for ongoing NBA games. This is a welcome move for sports fans who crave real-time updates. However, there is a catch: The threads displayed under the scores are not sorted chronologically. This undermines the very purpose of live updates and discussions. Why this matters: Competition with X: Sports are a top conversation topic on social media. By prioritizing a safe space over real-time discovery, Threads may struggle to compete with X, the current go-to platform for live sports discussions. Capitalizing on Major Events: Upcoming international sporting events will likely see a surge in online engagement. Without real-time features, Threads might miss out on capturing this audience. Threads has potential, but needs to evolve. While ensuring a positive user experience is important, enabling real-time discovery is essential for capturing the fast-paced nature of sports conversations. Looking ahead: It will be interesting to see if Threads adjusts its approach. With some tweaks, it could become a serious contender for X, especially for those seeking a sports-focused platform.

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

Audience engagement is crucial…