EDO TV Outcomes Report: Women’s Sports Cement Cultural Impact in 2025, Outperforming Primetime for Second Straight Year

March 10, 2026

Women’s sports advertising continues to outperform primetime TV, according to the third annual Women’s Sports TV Outcomes Report from EDO, the TV outcomes company.

Women’s sports ads generated 15% more impact than the average ad on primetime broadcast and cable, marking the second consecutive year this programming has exceeded the benchmark. From NCAA basketball, lacrosse, and gymnastics to U.S. Open tennis and the WNBA, women’s sports are an exciting and rich platform for brands aiming to connect with highly engaged audiences and drive tangible consumer action. businesswire