WNBA Saw its Audience Surge Thanks to Free OTA ION Network

The WNBA’s partnership with E.W. Scripps Company’s ION network has proven to be a game changer, resulting in a surge in ratings and a wider audience reach.

According to Scripps and the WNBA, total viewership of the league’s games increased by a notable 24%, attracting 39 million viewers throughout the season across all networks.

In its first year of a multi-year agreement, the WNBA and Scripps saw success with ION broadcasting 23 games during the season. They also introduced a weekly event called “WNBA Friday Night Spotlight on ION,” modeled after the NFL’s Monday Night Football, to build more buzz around the games. The partnership reaped a total of 12.3 million viewers for the games on ION.

After trying different approaches such as Twitter and collaborating with local broadcasters, the WNBA ultimately struck a deal with Scripps to air games on ION. This is in addition to the league’s existing contract with ESPN, which extends through 2025. The WNBA’s success with Scripps positions sports as a potential game changer for networks and streaming services.

Adam Symson, president and CEO of The E.W. Scripps Company, expressed confidence in the partnership, stating, “The WNBA and Scripps Sports partnership has proven in its first year that ION is a powerful television platform that significantly increases the audience reach of the league.” He also emphasized plans to further expand the league’s reach in the upcoming season, highlighting the potential for sponsors and advertisers to connect with fans.

Additionally, ION reported that the WNBA games attracted over 6.4 million female viewers to the network, bringing in a younger and more racially diverse and gender-balanced audience compared to their typical viewership.

Cathy Engelbert, WNBA Commissioner, expressed satisfaction with the partnership, stating, “When we partnered with Scripps Sports for the 2023 season, we were hoping their reach would drive WNBA viewership to higher heights, and Scripps overwhelmingly delivered.”