In a bold move to enhance advertising opportunities within the realm of women's sports, The E.W. Scripps Company has teamed up with Comcast’s FreeWheel platform. This collaboration aims to amplify investment in women's sports and attract new advertisers by leveraging ION, Scripps’ national sports and entertainment network. By integrating advanced programmatic advertising tools, this partnership seeks to redefine how brands connect with audiences through live sports content.

Unleashing Potential: A New Era for Women's Sports Advertising

The surge in interest surrounding women's sports is undeniable, as evidenced by skyrocketing viewership figures and an influx of new brands eager to capitalize on this trend. With its expansive reach and innovative approach, Scripps is poised to lead the charge in transforming how advertisers engage with passionate audiences.

Boosting Brand Visibility Through Dynamic Content

Scripps' commitment to elevating women's sports is exemplified by the significant increase in viewer engagement observed during recent seasons. Seth Walters, head of CTV sales at Scripps, highlights the company's success in attracting over two dozen new brands last year alone. This achievement underscores the growing appeal of women's sports as a platform for reaching diverse and enthusiastic audiences. As demand continues to rise, Scripps is determined to expand its roster of live events while maintaining seamless distribution across multiple channels.The integration of connected TV (CTV) platforms into Scripps' strategy further enhances its ability to deliver high-impact advertising experiences. By prioritizing always-on distribution, the company ensures that brands can effectively reach their target demographics regardless of where or when they consume content. This adaptability is crucial in an era where streaming services dominate the media landscape, offering unparalleled opportunities for advertisers to connect with engaged viewers.

Pioneering Programmatic Solutions for Live Events

FreeWheel's dedication to advancing programmatic advertising technologies positions it as a key player in supporting the growth of live sports content. Its enhanced product suite addresses the unique challenges associated with broadcasting live events, ensuring smooth execution and optimal performance. Features such as expedited programmatic activation via creative pre-approvals streamline the process for advertisers, enabling them to respond swiftly to evolving market conditions.Moreover, FreeWheel's sophisticated tools anticipate real-time viewership trends, facilitating precise pacing and ad-serving capabilities at scale. These advancements empower advertisers to maximize their return on investment by delivering timely and relevant messages to highly engaged audiences. According to Comcast, these innovations are essential for sustaining the momentum of live sports across streaming platforms, paving the way for sustained growth in the industry.

Capitalizing on Explosive Growth in Women's Sports

Early indicators suggest that this partnership is already yielding impressive results. During the first eight weeks of the NWSL season on ION, CTV monetization experienced a remarkable increase exceeding 200% compared to the previous season. Such exponential growth demonstrates the immense potential of women's sports as a lucrative avenue for advertisers seeking to tap into burgeoning markets.Looking ahead, Scripps anticipates even greater success with the upcoming WNBA season, bolstered by FreeWheel's robust infrastructure. This collaboration not only amplifies existing opportunities but also unlocks new possibilities for brands eager to align themselves with the dynamic world of women's sports. As Walters notes, the explosive streaming growth witnessed thus far serves as a testament to the power of strategic partnerships in driving meaningful outcomes for all stakeholders involved.

Fostering Collaboration for Enhanced Outcomes

Greg Bel, Vice President and Head of Supply at FreeWheel, emphasizes the importance of coordination among publishers, advertisers, and technology partners in ensuring the success of live events. Scripps and ION stand out as influential entities within the connected TV space, thanks to their unwavering commitment to innovation and excellence. Through this partnership, FreeWheel guarantees that advertisers relying on programmatic strategies can fully leverage the burgeoning popularity of women's sports to place their brands in front of captivated audiences.This collaborative effort exemplifies the transformative potential of aligning industry leaders with cutting-edge technologies. By fostering a culture of cooperation and shared vision, Scripps and FreeWheel are setting new standards for how advertisers engage with audiences in the ever-evolving landscape of live sports content. Their achievements serve as a blueprint for others seeking to harness similar opportunities in the future.