Two weeks ago, a whopping 18.7 million viewers watched the NCAA women’s basketball championship between Iowa and South Carolina across ABC and the “Bird and Taurasi Show” on ESPN – not only the most watched basketball game, men’s or women’s, college or pro, since the 2019 men’s national championship (and topping every NBA game since the 2017 Finals), but the most watched sporting event at all, outside football and the Olympics, since the 2019 World Series.
Needless to say, it was the most-watched game in women’s college basketball history, breaking the record set by… the national semifinal between Iowa and UConn two days earlier, which drew 14.2 million viewers across ESPN and ESPN2. That, in turn, broke the mark set by… the regional final the previous Monday between Iowa and LSU, which drew 12.3 million viewers to ESPN alone. An Elite Eight game on cable alone drew a larger audience than last year’s national championship between the same two teams on broadcast, which fell short of ten million, and indeed any previous women’s college basketball game, including when the women’s Final Four regularly aired on CBS in the 80s and 90s.
Obviously a lot of this has to do with the singular, and likely inimitable, phenomenon that is Iowa star Caitlin Clark, but it’s not just her; the most-watched game of the women’s tournament not involving Iowa or having Iowa as a lead-in or lead-out was undefeated South Carolina’s Elite Eight game, which still set the record for the most-watched Elite Eight game ever before Clark and Iowa blew it out of the water the following night. That game aired on ABC, which has only recently started airing women’s tournament games at all (let alone the national championship, which only started last year), but ESPN has aired three national championship games that failed to reach the 3.07 million viewers South Carolina’s win over Oregon State did, and of the 26 national championships that aired on cable alone from 1996 to 2022, only eight drew more than a million more viewers than South Carolina-Oregon State, two of them in the last two years before the title game moved to ABC.
So there’s reason to think that women’s college basketball can maintain some of its momentum and establish a new baseline for popularity. But it’ll have to do it without the forces that brought it to these heights this year. It’s not just that Clark has now left for the WNBA, drafted by the Indiana Fever; so has LSU’s Angel Reese, her nemesis in last year’s national championship game. So has the tournament’s Most Outstanding Player, South Carolina’s Kamilla Cardoso, both selected by the Chicago Sky to set up what could be a juicy Midwestern rivalry for years to come. UConn’s Paige Bueckers elected to return to college for another year, and even once she leaves the college game will be fine with the emergence of new stars such as USC’s freshman phenom Juju Watkins, not to mention all the young girls inspired by Clark and her cohorts that will come along over the next decade or two, but for now, all the biggest stars of this year’s tournament will now be the territory of the WNBA for the foreseeable future.
And therein lies an enormous opportunity… if the WNBA can put itself in position to take advantage of it.