March Ratings Madness

My first personal experience with women’s college basketball was more than 25 years ago at the Big Ten Women’s Basketball Tournament in Indianapolis. It made quite an impression on me and not just because it was the first time I volunteered for one of the countless major championship events Indy has hosted.

I’ve been fortunate enough to serve on organizing committees for Super Bowl XLVI, multiple Final Fours, and numerous Big Ten Men’s Basketball Tournaments. But there was always something special about the Big Ten women’s tournament. Over the years I worked more than 100 women’s tournament games, first at the old RCA Dome and later at the artist currently known as Gainbridge Fieldhouse.

The below-the-rim play, the consistent team-over-individual vibe, and the unique emotional connection with fans help make the women's game different. I also regularly see a level of joy on the court I don’t see nearly as often in the men’s version of the sport.

I’ve enjoyed watching so many exciting players from Minnesota’s Lindsay Whalen to Ohio State’s Jantel Lavendar to Purdue’s Katie Douglas. Not to mention Illinois’ Tauja Catchings, Hall-of-Famer Tamika’s older sister. I’ve found head coaches like Purdue’s Carolyn Peck, Penn State’s Rene Portland, and Ohio State’s Jim Foster as compelling as any coach in any sport.

Which brings me to the viewership numbers for this week’s must-see-TV: the Elite Eight showdown between Iowa and LSU. I keep hearing it described as the highest rated women’s college basketball game ever at 12.3 million average viewers. While exciting, framing it as simply the best women’s audience is also minimizing. According to Front Office Sports, Monday night’s game had higher viewership than the following:

• Every men’s college basketball game ever on ESPN
• Every MLB, NHL, or MLS game last season
• Every NBA game last season except one

?In discussion of this ratings bonanza, I’m hearing that women’s college basketball finally has enough star power in Caitlin Clark, Angel Reese, JuJu Watkins to draw significant audiences.

I think there’s more to it than that. There have been plenty of compelling people and storylines over the past few decades.

?Jackie Robinson wasn’t the first Black player good enough to play Major League Baseball; he was the first Black player who white gatekeepers let play. Perhaps women’s college basketball wasn’t drawing higher ratings because (typically male) gatekeepers made assumptions about its appeal that limited opportunity, even if unintentionally. Perhaps the women’s game hasn’t been given the appropriate platform over the past few decades and, as a result, the traditionally lower ratings mostly represented a self-fulfilling prophecy of said gatekeepers?

?As women’s sports are increasingly given the platforms and promotion they deserve, we’re seeing audience interest follow. For example, in recent years the U.S. Open women’s tennis tournament frequently attracts more viewers than the men’s matches. And the U.S. women’s soccer team now generates more revenue than the men’s.

?All of this reminds me to continue to be aware of situations in which I am a gatekeeper. Where might outdated assumptions be influencing me, consciously or unconsciously, to limit opportunities for others? How can I provide platforms for others to shine where they have not yet been given appropriate opportunity or support? How can I help prepare audiences for their success? Let’s find those together and celebrate the breakthrough successes along the way.