Ion Boasts ‘Incredible’ NWSL Returns Using WNBA Broadcast Playbook

Ion considers its inaugural season broadcasting NWSL games a success, drawing inspiration from its WNBA strategy to appeal to a large female audience compared to other networks.

Mirroring its WNBA Friday evening doubleheader format, Ion attracted an average of 145,000 viewers across 50 NWSL matches, primarily featured in Saturday night doubleheaders during the regular season.

The network’s highest-rated NWSL broadcast occurred on July 6, with 234,000 viewers tuning in to watch Orlando Pride face Kansas City Current, breaking K.C.’s 17-match unbeaten streak dating back to 2023.

This season marked the start of the NWSL’s four-year, $240 million broadcast rights deal with CBS, ESPN, Scripps Sports (via Ion), and Amazon Prime Video.

Scripps Sports president Brian Lawlor praised NWSL fans for their consistent viewership on Ion, expressing optimism for the league’s growth in the future.

Building on its successful WNBA coverage, Ion’s NWSL programming includes primetime doubleheaders and a dedicated studio show, similar to last season’s WNBA Friday Night Spotlight.

With a strong focus on female viewership, Ion attracted a majority female audience for its NWSL broadcasts, leading in key advertising demographics and securing partnerships with over 20 advertisers.

In comparison, the WNBA also saw growth in female viewership and advertising interest, with 20 new ad partners joining for the 2024 season.