Breaking Barriers: Women's Basketball Scores Big in Historic TV Triumph

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In a historic turn of events, the women’s NCAA championship game has drawn more viewers than the men’s title game for the first time ever. A whopping 18.9 million viewers tuned in to watch the undefeated South Carolina triumph over Iowa, including the standout performance of Caitlin Clark, as per ratings revealed on Tuesday. The Sunday afternoon clash aired on ABC and ESPN, surpassing Monday’s men’s final between UConn and Purdue by a margin of four million viewers. UConn's 75-60 win averaged 14.82 million viewers on TBS and TNT.

During the women's game, which saw the Gamecocks clinch their fourth national title and thwart Iowa’s aspirations, viewership peaked at 24.1 million in the final 15 minutes. Reflecting on this milestone, UCLA coach Cori Close remarked on the overall growth evident in various aspects of the sport, such as attendance records, viewership, and engagement on social media during March Madness. Close emphasized that while Iowa's presence was significant, the rising tide of interest benefits all teams and players across different platforms. She attributed this surge in interest to the compelling quality of the games and the expanding exposure they receive.

This remarkable viewership places the women’s championship game as the second most-watched non-Olympic women’s sporting event in U.S. television history, trailing only behind the 2015 Women’s World Cup final. The record for the most-watched women’s basketball game still stands with the gold medal match of the 1996 Atlanta Olympics. The significant increase in viewership for the national title game compared to previous years underscores a growing appreciation for women's basketball. Notably, the audience was 289% larger than the viewership for South Carolina's title victory two years prior against UConn.

Former CBS Sports president Neal Pilson highlighted the shift in viewership patterns, noting that many individuals who hadn't previously prioritized women’s basketball made a deliberate effort to watch the games this year. He emphasized the importance of storytelling and promotion in further expanding the game's audience. Caitlin Clark, a standout player for Iowa, pointed out that the increased interest extends beyond basketball to other women's sports, attributing it to the audience's genuine enjoyment when given the opportunity to engage with these sports.

As Clark transitions to the WNBA, questions arise about whether the college game can sustain such high viewership levels. However, optimism remains high, fueled by the emergence of talented freshmen and increased exposure during the regular season on network television. Looking ahead, initiatives like the Women’s Champions Classic and continued efforts in promotion and coverage are expected to contribute to the sustained growth of women’s basketball. Despite uncertainties, the consensus among coaches, analysts, and industry experts is that the trajectory of women’s basketball is on a promising path, poised for further expansion and success.