Observed Signal · Jul 29, 2026 · Product Launch · Source: AdExchanger · Impact: 3/5 · Sentiment: Positive
Women’s Sports Ad Inventory Scarce; New Index Launched
Advertiser demand for women’s sports is rising, but inventory remains scarce due to limited mainstream media coverage and measurement gaps. In response, sports marketing agency Deep Blue partnered with data analytics company Mondo Metrics to launch the Women’s Sports Index, powered by MondoTrends, which benchmarks social media analytics (including TikTok and YouTube) and measures engagement signals to help advertisers plan campaigns and track brand lift. The article cites studies showing women’s sports receive far less coverage than men’s, notes high social engagement for athletes (e.g., Angel Reese), and describes Deep Blue’s broader efforts creating content and IP to expand women’s-sports-adjacent inventory.
Introduces a measurement product and partnership that addresses inventory and measurement gaps in women’s sports, enabling advertisers to better plan and buy — a moderate but meaningful development for media buyers and agencies.
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Key Takeaways & Evidence Grounding
- Inventory for women’s sports remains scarce because women’s sports receives far less mainstream media coverage than men’s.
- A 2023 report by The Team (formerly Wasserman) found women’s sports made up 15% of media sports coverage between 2018 and 2022.
- In June, Deep Blue partnered with data analytics platform Mondo Metrics to launch the Women’s Sports Index, a data intelligence platform for advertisers.
- The Women’s Sports Index is powered by MondoTrends, which filters publicly available data (including video content on TikTok and YouTube) to benchmark social media analytics and measure engagement signals.
- Deep Blue operates an IP division that helps brand clients develop partnerships and original content with women’s sports leagues, teams, creators, and publishers.
Connected Companies & Entities
3 Entities mapped“Last year, ESPN reported that the WNBA delivered its most-watched regular season in history....”
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Ontology Mapping & Concepts
Related Market Signals & Shifts
Recent verified developments and strategic activity across this market segment.
DOOH Opportunities in Women’s Sports
The article (and accompanying The Big Story podcast episode) discusses rising viewership in women’s sports and growing interest from publishers, advertisers and tech vendors to capitalize on that momentum via channels like digital out-of-home (DOOH). It highlights the Women’s Sports Index — created by sports agency Deep Blue and data analytics platform Mondo Metrics — as a tool for brands to track engagement and purchase intent. Examples cited include Sweetgreen running ads via Atmosphere TV during the 2026 FIFA World Cup, Blacksheep using digital billboards to criticize Google, and HelloFresh running AI-driven creative on Times Square digital billboards. The piece frames women’s sports fans as community-driven and different from men’s sports fans.
Amazon Innovates to Meet Women's Sports Ad Demand
Amazon is adapting its advertising approach to capitalize on growing demand for women's sports inventory as brands compete for limited spots. A WPP Media report cited in the article found a 79% year-over-year increase in ad impressions for women’s sports and 20% higher ad engagement than non-sports broadcast and cable. Amazon (via Prime Video) holds long-term media rights including an 11-year deal with the WNBA and a multi-year agreement to cover the NWSL, prompting Amazon Ads to devise creative opportunities to place brands amid constrained inventory. The piece also notes brand creative, such as Candace Parker starring in a commercial for Lilly, as examples of activation tied to the trend.
Women's Sport Boom Leaves Advertisers Playing Catch-Up
Women's sport is breaking viewing records across the UK and US, but advertising investment lags behind. The Women’s Euros delivered ITV’s biggest audience of the year, the Women’s Rugby World Cup final on the BBC was the most-watched rugby match of 2025, and the WNBA playoffs posted ESPN’s highest ever viewership. In the UK, Women’s Sport Trust notes that 2024 women’s sport accounted for about 15% of total sports viewing, while data from EDO shows only 3% of TV ad spend goes to live women’s sports. Quantcast reports a 590% rise in the addressable audience for women’s football last season. Agencies are responding: WPP formed a dedicated women’s sports marketplace and claims to have exceeded its 2024 spend target; Publicis Media launched Women’s Sports Connect; Stagwell highlighted Sport Beach in Cannes with Serena Williams. Industry leaders caution that consumer demand is outpacing ad spend, calling for omnichannel strategies, better measurement, and creative that aligns with fans’ values.
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