The rise of Caitlin Clark has transformed the landscape of women’s basketball, culminating in her much-anticipated draft by the Indiana Fever earlier this year. Clark, a standout at the collegiate level, has not only captured the attention of basketball fans but has also significantly influenced viewership in the Women’s National Basketball Association (WNBA). This surge in interest has proven immensely beneficial for the E.W. Scripps Company, particularly through their WNBA broadcasts on Ion.
In a recent announcement, Scripps executives revealed that their WNBA on Ion telecasts attracted an impressive 23.37 million unique viewers throughout the season, marking a staggering 133 percent increase compared to the previous year. This growth can be attributed to several factors, not least of which is the increased visibility of the league due to Clark’s presence and performance. The 2023 season saw Ion broadcasting nearly four dozen WNBA games—a record for the league—which aired for free on Ion’s over-the-air affiliates and via its ad-supported streaming services, such as Tubi and Pluto TV.
The president of Scripps Sports, Brian Lawlor, expressed excitement over the progress made this season, stating, “This season was a big step forward for the WNBA and its players in terms of exposure both in arenas and on television. It was so fun to watch the momentum build throughout the season.” This sentiment captures the essence of the partnership between Scripps and the WNBA, highlighting the shared goal of increasing the league’s visibility.
Central to this success story is Caitlin Clark and the Indiana Fever. Notably, seven of Ion’s WNBA broadcasts averaged over 1 million viewers, with all seven games featuring the Fever. This statistic underscores the impact that Clark’s star power has had on the league’s viewership. As she continues to shine on the court, it’s clear that her appeal resonates with both longtime basketball enthusiasts and newer fans alike.
Scripps’ data indicates that the games are not just attracting traditional female audiences; they are also drawing in male viewers at unprecedented rates. The male viewership for WNBA games on Ion increased by 181 percent year-over-year, demonstrating that the interest in women’s basketball is breaking through gender barriers. Furthermore, Scripps reported that 50 percent of all adult viewers tuning in for WNBA games on Ion are female, showcasing a significant gender balance that is often lacking in sports broadcasting.
As viewership soared, so too did interest from advertisers. Scripps welcomed over 20 new advertisers to its roster for WNBA broadcasts, a clear indication that brands recognize the growing audience and potential for engagement within this demographic. This influx of advertisers not only benefits Scripps financially but also signifies a cultural shift towards recognizing and supporting women’s sports.
Cathy Engelbert, the WNBA Commissioner, also praised the partnership with Scripps Sports, highlighting its role in amplifying the league’s reach. Engelbert stated, “We are incredibly pleased with the success of our partnership… Through this partnership, we’ve been able to showcase great basketball with a broader audience.” This collaboration has deepened the connection between the league, its players, and an ever-growing fan base, resulting in record-breaking viewership numbers that are poised to redefine the future of women’s sports.
The growing popularity of the WNBA is also reflective of broader societal changes. As more people advocate for gender equality in sports, the increased visibility of women athletes is helping to dismantle long-standing stereotypes and biases. The success of the WNBA on platforms like Ion is a testament to the appetite for high-quality women’s sports content, which has been historically underrepresented.
Looking ahead, the trajectory of the WNBA appears promising, particularly with the continued influence of players like Caitlin Clark. As she solidifies her status as a key player in the league, the potential for further growth in viewership and engagement remains high. This evolving landscape is not just beneficial for the league and its players; it represents a significant step towards achieving equality in sports media representation.
In summary, the remarkable increase in viewership for WNBA games on Ion is a multifaceted success story that highlights the impact of Caitlin Clark, the commitment of Scripps Sports, and the growing demand for women’s sports. As the WNBA continues to capture the hearts of fans and advertisers alike, it stands on the brink of a new era marked by greater visibility, respect, and equality in the sports world.
