Women's NCAA Title Beats The Men's Championship In Ratings For First Time Ever

South Carolina’s 87-75 victory over Caitlin Clark and Iowa in the women’s NCAA championship game has achieved a pair of milestones.

It is the first time the women’s title game outdrew the men. It also was the second most-watched non-Olympic women’s sporting event on U.S. television.

The Sunday afternoon game averaged 18.9 million viewers on ABC and ESPN while UConn’s 75-60 victory over Purdue in Monday night’s men’s final on TBS and TNT averaged 14.82 million.

The audience for Sunday’s game — where the Gamecocks capped an undefeated season by winning their fourth national title and denied Clark’s Hawkeyes their first — peaked at 24.1 million during the final 15 minutes. The 2015 FIFA Women’s World Cup final between the U.S. and Japan averaged 25.4 million on Fox. That also was on a Sunday and took place in prime time on the East Coast.

“You’re seeing the growth in many places: attendance records, viewership and social media engagement surrounding March Madness,” UCLA coach Cori Close said. “I don’t think you can attribute it just to Iowa, though. A rising tide does lifts all boats. But I think all those boats have been on many different waterways. The product is really good, and the increase of exposure is getting rewarded.”

Nielsen’s numbers include an estimate of the number of people who watched outside their homes, which wasn’t measured before 2020. Due to cord-cutting, the in-home audience has steadily declined annually.

The audience for the national title game was up 90% over last year when Clark and Iowa fell to LSU. That also was the first time since 1995 that the championship was on network television.

The audience was 289% bigger than the viewership for the Gamecocks’ title two years ago when they beat UConn