WNBA Partners with Nielsen to Track Viewership in Landmark Deal

In a landmark development for women's sports, the Women's National Basketball Association (WNBA) has entered into a multiyear agreement with Nielsen to officially track the league's television viewership across both traditional and streaming platforms. This partnership represents the largest commercial measurement deal Nielsen has ever established with a women's sports league and marks the first time the WNBA will be measured as a Nielsen client alongside the National Basketball Association (NBA).

The collaboration is a significant step for the WNBA, providing the league with direct access to critical ratings data essential for understanding audience demographics and enhancing its appeal to advertisers. This agreement comes at a time when the WNBA is experiencing a surge in popularity and media rights value, underscoring the growing prominence of women's sports in the broader athletic landscape.

Nielsen, a global leader in audience measurement and analytics, has long been the standard for television ratings, offering insights into consumer behavior and media consumption. The WNBA, founded in 1996, has grown to become the premier professional women's basketball league in the United States, comprising 12 teams. Over recent years, the league has seen significant growth in viewership and fan engagement.

The partnership between Nielsen, the WNBA, and the NBA is a multiyear agreement aimed at providing comprehensive measurement of the WNBA's television viewership across both traditional and streaming platforms. This collaboration is significant as it provides the WNBA with direct access to critical ratings data, which is instrumental for understanding audience demographics and appealing to advertisers.

In July 2024, the WNBA announced an 11-year media rights deal with Disney, Amazon Prime Video, and NBCUniversal, valued at approximately $2.2 billion, or $200 million per year. This agreement, set to begin with the 2026 season and run through 2036, includes the distribution of more than 125 regular-season and playoff games nationally each season. The deal also stipulates that the WNBA Finals will rotate among the three partners, with Disney broadcasting eight semifinals series and five finals, and Prime Video and NBCUniversal each broadcasting seven semifinals series and three finals.

The WNBA has seen a surge in popularity, with the 2024 season experiencing a 48% increase in attendance compared to the previous year. Additionally, the 2024 WNBA All-Star Game attracted 3.4 million viewers, making it the third most-viewed event in the league's history.

The collaboration with Nielsen is expected to further enhance the league's visibility and provide valuable audience insights that can support growing media rights and advertising opportunities. By having access to comprehensive viewership data, the WNBA can better understand its audience, tailor its marketing strategies, and attract more advertisers, thereby increasing revenue and promoting the league's growth.

This partnership also reflects a broader trend in the sports industry, where accurate measurement of viewership across multiple platforms has become increasingly important. As streaming services continue to grow in popularity, having precise data on audience engagement is crucial for leagues and advertisers alike.

In conclusion, the WNBA's agreement with Nielsen marks a significant milestone in the league's ongoing growth and professionalization. By securing comprehensive viewership measurement, the WNBA is better positioned to capitalize on its increasing popularity, attract more advertisers, and continue to elevate women's basketball on the national and international stage.