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Women's Sports: A Growth Engine for NZ Marketers
The E.W. Scripps Company is significantly investing in women's sports broadcasting, recognizing its growing audience and unique advertising opportunities. This move highlights a broader industry shift towards valuing diverse sports content and evolving ad sales models beyond traditional linear TV metrics.
What Happened
- •Scripps, a major US media company, is making a substantial commitment to broadcasting women's sports.
- •This investment is driven by the increasing viewership and commercial viability of women's athletic events.
- •The company is adapting its ad sales approach, moving beyond traditional Gross Rating Points (GRPs) to embrace new measurement and engagement strategies.
- •The shift reflects an evolution from exclusively linear TV advertising to a more diversified media landscape.
- •Ad sales now target a broader range of brands, not just large corporations working through holding companies.
- •Brian Norris, CRO of Scripps, notes the significant transformation in TV sales since 1999.
Why It Matters for NZ Marketers
- •New Zealand audiences, like global ones, are increasingly engaging with women's sports, presenting untapped market segments for local brands.
- •NZ broadcasters and media buyers can learn from Scripps's strategy to invest in and monetise women's sports content, potentially increasing local media value.
- •The evolving ad sales model encourages NZ marketers to move beyond traditional GRPs for TV, exploring more integrated and data-driven approaches.
- •Local brands can leverage authentic partnerships with women's sports teams or athletes to resonate with diverse consumer groups.
- •This trend offers a pathway for NZ companies to demonstrate commitment to diversity and inclusion, enhancing brand perception.
- •It signals a need for NZ media agencies to adapt their planning and buying strategies to capture these emerging audiences effectively.
Strategic Implications
- •Prioritise investment in women's sports sponsorships and advertising to reach engaged, growing audiences often overlooked by competitors.
- •Develop integrated campaigns that span linear TV, streaming, and digital platforms to maximise reach within women's sports fandom.
- •Challenge traditional media buying metrics; explore audience-first, outcome-based measurement for sports content.
- •Foster authentic brand narratives around empowerment and achievement by aligning with women's sports.
- •Diversify media spend to include platforms and content that champion underrepresented sports categories.
- •Collaborate with local sports organisations to create bespoke content and engagement opportunities.
Future Trend Signals
- •Continued growth in viewership and commercial value for women's sports globally, driving more media investment.
- •Further innovation in ad measurement and targeting, moving beyond legacy metrics to focus on true audience engagement.
- •Increased demand for diverse and inclusive content across all media platforms.
- •The rise of niche sports content as a powerful tool for brands to connect with specific, passionate communities.
- •The source for this analysis is AdExchanger, published on 31 March 2026.
Sources
Editorial note: This analysis is original, AI-assisted editorial content. All source material is attributed with links. No full articles are reproduced. Short excerpts are used under fair dealing principles.
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