• Loading stock data...
Saturday, May 31, 2025

Women’s March Madness Viewership Skyrockets

  • From wire to wire, the women’s tournament saw ratings growth compared with previous years.
  • The ratings show what’s possible when the tournament receives better resources and higher visibility, despite continued systemic inequities.
Matt Krohn-USA TODAY Sports

Viewership skyrocketed for this year’s NCAA Division I women’s basketball tournament — continuing a multi-year trend of major growth.

The ratings show what’s possible when the tournament receives better resources and higher visibility, even as several systemic NCAA inequities continue to hold back its full potential.

Sunday night’s national championship between UConn and South Carolina drew 4.85 million viewers, peaking at 5.91 million, ESPN announced. That’s 18% more than last year, and 30% more than 2019 — making it the most-watched women’s championship since 2004. Even competing directly with the Grammys couldn’t hold ratings back.

The entire tournament, in fact, was a ratings bonanza. Average viewership for the entire tournament increased 16% compared with 2021.

  • The Final Four semifinals averaged 2.7 million viewers, more than any semifinal since 2012. The entire Final Four averaged 20% more viewers than 2021.
  • The early rounds saw 15% total growth compared with 2021, with the UConn-UCF game averaging more than 1 million viewers. 
  • Through the Elite Eight — itself the most-watched women’s Elite Eight since 2011 — viewership increased 11% compared with 2021. 
  • The women’s selection show also saw major growth: 160% over 2021, the most viewed show since 2005.

For early rounds, 2021 is the only comparable year, as it was the first time ESPN broadcast the entire tournament nationally.

The network called this year’s Final Four telecast its “most expansive” in history. It also gave the women’s selection show and the championship game new, prime-time slots.

The NCAA made changes too, finally allowing the tournament to use March Madness branding and play a First Four round. However, the NCAA still has systemic inequities to rectify — including negotiating a new media rights contract.

After winning the championship, South Carolina coach Dawn Staley praised ESPN’s coverage, but told the network: “You need some competition, some network competition. That’s what drives the money up.”

“We’ve arrived at a place where we can continue to grow.”

Linkedin
Whatsapp
Copy Link
Link Copied
Link Copied

What to Read

Panthers-Oilers Rematch Could Be Big in Canada. Will U.S. Ratings Dip?

Likely viewership declines in the U.S. are countered by robust Canadian audiences.

Brett Yormark: Big 12 Puts Private Equity and Naming Rights on Pause

Big 12 commissioner Brett Yormark is shifting his conference’s strategy.
Oct 26, 2024; Los Angeles, California, USA; Los Angeles Dodgers designated hitter Shohei Ohtani (17) injures left shoulder whilte attempt to steal second base in the seventh inning against the New York Yankees during game two of the 2024 MLB World Series at Dodger Stadium.

Yankees-Dodgers Clash Draws TV Spotlight, Sky-High Prices

The teams’ lone regular-season series features three nationally aired games.

Featured Today

PSG and the City of Paris Can Join European Soccer’s Elite

What a maiden Champions League title would mean for the French club.
May 30, 2025

How the Champions League Anthem Took on a Life of Its Own

The composer didn’t know he wrote a timeless hit three decades ago.
May 25, 2025

How Rolex Paved the Way for Luxury’s Love Affair With Tennis

“It’s almost impossible to think about tennis without thinking about Rolex.”
Mar 23, 2025; Miami, FL, USA; Alexandra Eala (PHI) reacts after winning a point against Madison Keys (USA)(not pictured) on day six of the Miami Open at Hard Rock Stadium.
May 24, 2025

Alex Eala Is Defying Her Country’s Odds to Make French Open History

The Philippines native has overcome a unique set of financial odds.
May 28, 2025

NBA East Finals Delivers Strong TV Ratings, but West Is Struggling

The Pacers and Thunder are both up 3–1 in their conference finals series.
May 30, 2025

French Open Scheduling Sparks Backlash Over Women’s Time Slots

Coco Gauff has also said the French Open schedule could be improved.
Sponsored

Game On: Portfolio Players Stories, Brought to You by E*TRADE from Morgan Stanley

In Episode 7 of Portfolio Players, go inside the boardroom with Avenue Capital CEO and former Milwaukee Bucks co-owner Marc Lasry on Giannis’s future, women’s sports, and upstart leagues like TGL and Unrivaled. 
Around the Horn
May 23, 2025

Behind the Scenes of Around the Horn’s Final Days

FOS followed Tony Reali at the penultimate taping of the ESPN icon.
Around the Horn - October 26, 2020
May 23, 2025

‘Quirky, Nutty, Bombastic’: 10 ‘Around the Horn’ Faces on Their Top Moments

“A quirky, nutty, bombastic, mostly wrong, sometimes right, crazy sports family.”
May 22, 2025

NBC Eyes MLB Rights, Looks to Own Sunday Nights Year-Round

The league continues to shop media rights being forfeited by ESPN.
May 21, 2025

Paige Bueckers’s WNBA Debut Delivers 121% Ratings Bump on Ion

Friday’s doubleheader averaged 612,000 viewers.