NCAA Women's Ratings Beat Men's for First Time, Advertisers Score Big

At 18.9 million, the women's college basketball final drew over 4 million more viewers

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When it comes to NCAA ratings for 2024, it’s a whole new game.

Sunday’s 2024 NCAA Division I Women’s Basketball championship game between Iowa and South Carolina, a 3 p.m. ET tipoff airing on ABC and ESPN, scored an average of 18.9 million viewers, blowing by the NCAA Division I Men’s Basketball championship game Monday night, which had 14.8 million (live-plus-same-day) across TBS, TNT and TruTV, according to Nielsen.

This is the first time the women’s championship beat the men’s in ratings, and advertisers who got in early are scoring big.

“This week has been absolutely crazy for me, not because of the men’s tournament, but because of the women’s tournament,” David Solomon, director of sports partnerships at Ampersand, told ADWEEK ahead of the game.




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