Ion believes its first season broadcasting NWSL games was a success by borrowing from the WNBA playbook and attracting more female viewers than other networks.
Mirroring the WNBA Friday night doubleheaders, the network averaged 145,000 viewers across 50 NWSL games, with most games appearing as part of Saturday night doubleheaders throughout the regular season.
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Ion’s highest-rated NWSL broadcast took place on July 6, when 234,000 viewers watched the then-undefeated Orlando Pride battle the Kansas City Current. The Pride broke KC’s 17-game undefeated streak that extends to 2023. Orlando had a 16-game winning streak going into the league’s Olympic break. (Last month’s game against Portland ended in 23 games.)
This season was the first in which the NWSL signed a four-year, $240 million broadcast rights deal with CBS, ESPN, Scripps Sports (via Ion) and Amazon Prime Video.
“NWSL fans consistently show up to watch the Ion every week,” Brian Lawlor, president of Scripps Sports, said in a statement. “It’s been an amazing first year. “We look forward to continuing to grow our attendance and help expand the league’s fan base.”
Ion’s soccer league coverage is a replica of what it produced for the WNBA last season, with primetime doubleheaders and dedicated studio shows. In his second season with WNBA rights, WNBA Friday Night Spotlight The 2024 season averaged 670,000 viewers, more than doubling overall viewership compared to 2023.
Of course, the superstar rookie guard played an active role. a huge role All seven of Ion’s million-plus viewership games involved Caitlin Clark and the Indiana Fever, leading to an increase in Nielsen numbers.
Like W, Ion boasted the largest female audience of any of the NWSL’s media partners. For NWSL broadcasts, women made up 57% of the coveted 25-54 ad sales demo and 55% of all viewers regardless of age. The network added more than 20 advertising partners, including Capital One as presenting sponsor for Saturday night’s doubleheader.
For the WNBA, women made up 45% of total viewers and 50% of the 18-49 ad sales demo. (The WNBA also has broadcast deals with ESPN and CBS Sports.) Twenty new advertising partners have joined in 2024 compared to a season ago.
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