The outsized audience for this week’s highly-watched women’s NCAA basketball match between Iowa and LSU may also have noticed that many of the commercials seen during the game belonged to AT&T, State Farm, Home Depot and Gatorade. There was good reason.
Optimum Sports, a media agency that specializes in sports properties and is part of ad giant Omnicom Group, had quietly snatched up 35% of advertising time during the game, a record setter in terms of viewership for women’s sports and the latest example of how interest in female players and the leagues in which they play is booming. The match-up drew 12.3 million viewers — more than any
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