The news: Women's sports advertising has transformed from a niche opportunity to a mainstream powerhouse, according to a new EDO report.

• The data reveals women's sports TV viewership surged 140% YoY, with ad spend more than doubling to $244 million. Most impressively, ads during women's sports programming generated 40% more consumer engagement than average primetime TV ads—a 56% increase from last year.
• Brands achieving the greatest success aren't simply placing ads during women's sporting events; they're creating contextually relevant content that resonates with viewers. CarMax generated 185% more engagement than the average WNBA advertiser by featuring stars like Sabrina Ionescu and A'ja Wilson in its commercials.