When Brian Lawlor assumed the role of president of Scripps Sports, the parent company of Ion Network, in 2022, he aimed to establish the network as a prominent player in the sports industry, particularly in women’s sports. Despite facing mockery for this decision, Lawlor’s bold move turned out to be visionary.
“There were many who laughed at us initially, both internally and externally, questioning our strategy of focusing on women’s sports. There hadn’t been a single WNBA game that attracted a million viewers in over a decade, so there was considerable skepticism. However, we truly believed in the quality of play and saw no inferiority in the WNBA,” Lawlor shared in an interview with Awful Announcing.
Undeterred by the criticism, Lawlor proceeded to acquire the rights to WNBA Friday night doubleheaders in 2022 and NWSL Saturday night matches in 2023, showcasing women’s sports on back-to-back nights, a groundbreaking move for most networks.
This coverage aligned with Ion’s business model and core demographic of a female-skewed audience. Surprisingly, covering the NWSL and WNBA not only appealed to their existing audience but also drew in new fans, including more male viewers and a younger, more diverse demographic, thanks to the compelling matchups in the WNBA and NWSL.
Lawlor and his team are pleased with this partnership, stating, “The WNBA is attracting a new audience to ION, and ION is attracting a new audience and fans to the WNBA. It has been mutually beneficial.”
ION’s innovative approach of featuring premier women’s sports coverage on consecutive nights has proven to be a success, as Lawlor highlighted, “From 2008 until the start of this season, not a single regular-season WNBA game reached a million viewers. Now, there have been over 20 games this season that surpassed a million viewers.”
The highest viewership numbers this season have revolved around the Indiana Fever and Caitlin Clark, with the former Iowa Hawkeyes star generating significant interest. Even competing against NFL games, the Fever’s matchups have garnered strong viewership. For instance, the game against the Minnesota Lynx on September 6 drew 1.26 million viewers, one of the season’s highest audiences.
As they head into the final regular-season clash between the Las Vegas Aces and the Indiana Fever, the network’s average viewership stands at 663,000, a remarkable 131% increase from 2023. The game attracted 1.2 million viewers, marking the seventh time ION reached over a million viewers this season.
Top WNBA audiences on ION through August 2024:
Indiana vs. Chicago (8/30) – 1,602,500 *
Indiana vs. Phoenix (7/12) – 1,338,410 **
Indiana vs. Phoenix (8/16) – 1,219,289 ***
Indiana vs. Atlanta (6/21) – 1,179,162
Indiana vs. Washington (6/7) – 1,023, 432
*Includes Minnesota vs. Dallas local broadcast
**Includes Las Vegas vs. Atlanta local broadcast
***Includes Seattle vs. Atlanta local broadcast
The “Caitlin Clark effect” has been a driving force behind the Fever’s success, with the rookie sensation captivating audiences with her exceptional talent. Lawlor expressed enthusiasm for Clark’s impact and performance, recognizing her as a standout athlete whose story resonates with fans nationwide.
While Clark and the Fever have been instrumental in boosting viewership, Lawlor acknowledged the contributions of other WNBA stars like A’ja Wilson, Sabrina Ionescu, and Breanna Stewart, emphasizing the league’s depth in talent and fan appeal.
In addition to individual player narratives, the WNBA’s overall success this season has been evident in sold-out games, record-breaking viewership numbers, and the upcoming expansion of new teams like the Golden State Valkyries in 2025.
Looking ahead, ION has established a new studio in Atlanta dedicated to showcasing the stories of women athletes from both leagues, filling a void in storytelling that had previously been lacking. This commitment to storytelling and consistent coverage has set ION apart from its competitors, providing a platform to showcase the leagues and their athletes.
As they reflect on their achievements, Lawlor and Scripps Sports are proud of their role in elevating women’s sports visibility and fan engagement, with plans to renew their partnership with the WNBA beyond 2025. The network’s dedication to comprehensive coverage and storytelling has not only benefited the leagues but also enriched the viewing experience for fans and sponsors alike.
