Magid AD.VANTAGE Study identifies key demographic drivers of the notable growth in all Sports interest across all categories
NEW YORK, April 8, 2024 /PRNewswire/ — If you have found yourself following the excitement of the Women’s NCAA basketball tournament for the first time this year, you are definitely not alone. Recent Magid research has shown that the fanbase for women’s college basketball has increased by +50%, growing from 12% in May of 2023 to 18% in March of 2024, just as the 2024 NCAA tournament kicked off. Consumer interest in Women’s Sports, both professional and collegiate, is growing significantly, per the findings of the 24th wave of Magid’s renowned AD.VANTAGE research.
An increase in affinity like this truly stands out, according to Jaime Spencer, EVP of Local Media at Magid, who oversees the research that tracked this change. The demographics of the growing fanbase also hint that this momentum may be more than a pop culture moment in time.
“This isn’t just about new fans coming to sports, or more women following sports. The core group driving this is already the core sports fan base. So, more seasoned sports fans are adopting these additional sports, which speaks to the potential for the trends to stick,” added Spencer.
The major demographic driver of the growth in Women’s College Sports interest was coming from younger men with children in the home. This group of established sports fans gravitates to the sport, driving record TV ratings and attention. According to the research, 34% of March 2024 respondents said they were watching the NCAA Women’s Basketball Tournament this year (higher among Males, Under 45, with Children at Home, with household incomes in excess of $100K), up from 27% last year.
The Magid research found an even greater jump in attention to Women’s Professional Sports, as interest grew from 13% to 21% over the same time span.
“When you factor the growing WNBA figures into this, we see a real trend with staying power, particularly as the number of stars coming up in college continues to grow. Caitlin Clark is undoubtedly the face of this Women’s Sports growth, but it is bigger than just her. What is really cool is that it appears she may be ushering in a trend that will grow beyond and even outlast her,” said Spencer.
Magid AD.VANTAGE is an insights-fueled marketing and communications activation engine powered by longitudinal tracking of consumer attitudes and behaviors. This underlying research identifies critical trends for advertisers and media organizations. Magid clients can identify optimal marketing messages, media placement, and AI-generated creative help for their businesses.
About Magid
Magid is a strategy consulting firm committed to revealing and harnessing underlying human truths that enable brands to deliver extraordinary value to their consumers. Fueled by a team of creative analytical thinkers who understand human behavior and content as a thread running through modern life, Magid has helped hundreds of brands become — and remain — an essential part of people’s lives.
Long-standing clients include NBC Universal, Apple, Disney, Sony, Electronic Arts, and Amazon.
Magid was founded by social psychology professor Frank N. Magid in 1957. The firm is headquartered in Minneapolis, Minnesota with major offices in New York City and Los Angeles. And a Local Media office in Cedar Rapids, Iowa – the home state of the Hawkeyes.
For more information, visit www.magid.com.
SOURCE Magid
