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Writer's pictureInside Audio Marketing

For GroupM, Doubling Women's Sports Ad Spend ‘Reflects A Full-Fledged Movement.’

Reflecting both the growing audience for women’s sports content and the increase in sports programming aimed at women — including iHeartMedia’s June 2024 launch of its Women’s Sports Audio Network — media agency GroupM has announced it has surpassed its goal of doubling annual media spend on women’s sports advertising for the 2024-25 broadcast year, vs. a year ago.


As a result of GroupM’s formation of its dedicated women’s sports marketplace earlier this year, it has secured 25 first-to-market opportunities with Disney, NBCUniversal, Paramount, YouTube and others, as the agency seeks to enhance the growth, visibility and monetization of women’s sports. This has involved more than 20 brands across its portfolio which have upped their commitment to women’s sports, among them Adidas, Domino’s, DoorDash, Google, Indeed, Mars, Target, TJ Maxx, Unilever, Universal Pictures and Volvo.


“Doubling spend in women’s sports within a matter of months marks a significant milestone for our company and the industry alike,” GroupM U.S. Chief Investment Officer Matt Sweeney says. “While some clients have long been pioneers in this space, others are now broadening their commitments or making first-time investments. This surge of momentum reflects more than a passing trend — it’s a full-fledged movement.”


Over the past year, demand for women’s sports content has increased, the most notable example being this year’s WNBA Finals, which according to ESPN posted the highest viewership in 25 years across all networks.


Among the ways GroupM has used brand partnerships to increase audience engagement with women’s sports include Google’s and Indeed’s sponsorships of the WNBA and women’s college basketball on Disney and Paramount platforms, and an exclusive YouTube deal providing access to women’s sports audiences through an AI-powered Spotlight Moment sponsorship, ensuring prominent ad placement on relevant videos trending during major women’s sports events.


“The Women’s Sports Marketplace opened a new frontier in advertising, where we’re shifting beyond traditional media strategies to embrace customization, premium content, and innovative ad formats,” GroupM U.S. Executive Director of Investment Denise Ocasio says. “This proves that real value comes from deeper, more impactful engagement. It’s not just about visibility — it’s about fueling a cultural shift that connects with consumers on a more meaningful level.”

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