First season of NWSL on ION: 50 matches, 53 studio shows, 130+ hours of content, 20.5 million unique viewers
The National Women's Soccer League's first season on ION reached 20.5 million total unique viewers, with 13.5 million unique to ION. The network broadcast 50 matches and 53 studio shows, delivering over 130 hours of content. ION achieved the highest female viewership percentage (57% of P25-54) among all networks and attracted 50% of all NWSL viewers. Matches averaged 145,000 viewers per game, peaking at 234,000. The network generated over 3.6 million viewing hours across FAST channels and secured multiple advertising partnerships, including Capital One as presenting sponsor.
La prima stagione della National Women's Soccer League su ION ha raggiunto 20,5 milioni di spettatori unici totali, con 13,5 milioni unici su ION. La rete ha trasmesso 50 partite e 53 programmi in studio, offrendo oltre 130 ore di contenuti. ION ha ottenuto la percentuale più alta di pubblico femminile (57% tra i 25 e i 54 anni) tra tutte le reti e ha attratto il 50% di tutti gli spettatori della NWSL. Le partite hanno avuto una media di 145.000 spettatori per partita, con un picco di 234.000. La rete ha generato oltre 3,6 milioni di ore di visione sui canali FAST e ha assicurato diversi accordi pubblicitari, inclusa Capital One come sponsor principale.
La primera temporada de la National Women's Soccer League en ION alcanzó 20,5 millones de espectadores únicos totales, con 13,5 millones únicos en ION. La cadena transmitió 50 partidos y 53 programas de estudio, entregando más de 130 horas de contenido. ION obtuvo el porcentaje más alto de audiencia femenina (57% de P25-54) entre todas las cadenas y atrajo el 50% de todos los espectadores de la NWSL. Los partidos promediaron 145,000 espectadores por juego, alcanzando un pico de 234,000. La cadena generó más de 3,6 millones de horas de visualización en canales FAST y aseguró múltiples asociaciones publicitarias, incluyendo a Capital One como patrocinador principal.
국립 여성 축구 리그의 첫 시즌이 ION에서 2050만 명의 고유 시청자를 기록했으며, 그 중 1350만 명이 ION을 통해 시청했습니다. 네트워크는 50경기와 53개의 스튜디오 프로그램을 방송하여 130시간 이상의 콘텐츠를 제공합니다. ION은 모든 네트워크 중 여성 시청 비율이 가장 높았으며(25-54세의 57%) NWSL 시청자의 50%를 끌어들였습니다. 경기는 평균 145,000명의 시청자를 기록했으며, 최고 시청자는 234,000명이었습니다. 네트워크는 FAST 채널에서 360만 시간 이상의 시청 시간을 생성했으며, Capital One을 주요 후원사로 포함한 여러 광고 파트너십을 체결했습니다.
La première saison de la National Women's Soccer League sur ION a atteint 20,5 millions de téléspectateurs uniques au total, dont 13,5 millions uniques pour ION. Le réseau a diffusé 50 matchs et 53 émissions de studio, offrant plus de 130 heures de contenu. ION a obtenu le pourcentage le plus élevé d'audience féminine (57% des 25-54 ans) parmi tous les réseaux et a attiré 50% de tous les téléspectateurs de la NWSL. Les matchs ont enregistré en moyenne 145 000 téléspectateurs par jeu, atteignant un pic de 234 000. Le réseau a généré plus de 3,6 millions d'heures de visionnage sur les chaînes FAST et a sécurisé plusieurs partenariats publicitaires, y compris Capital One en tant que sponsor principal.
Die erste Saison der National Women's Soccer League auf ION erreichte 20,5 Millionen insgesamt einzigartige Zuschauer, davon 13,5 Millionen einzigartig auf ION. Das Netzwerk übertrug 50 Spiele und 53 Studiosendungen und lieferte über 130 Stunden Inhalt. ION erzielte den höchsten Prozentsatz an weiblichen Zuschauern (57% von P25-54) unter allen Netzwerken und zog 50% aller NWSL-Zuschauer an. Die Spiele hatten im Durchschnitt 145.000 Zuschauer pro Spiel, mit einem Höchstwert von 234.000. Das Netzwerk erzielte über 3,6 Millionen Zuschauerstunden über FAST-Kanäle und sicherte sich mehrere Werbepartnerschaften, darunter Capital One als Hauptsponsor.
- Reached 20.5 million total unique viewers, with 13.5 million unique to ION
- Highest viewer share among linear broadcast partners at 50% of all NWSL viewers
- Strong average viewership of 145,000 per game, with peak of 234,000 viewers
- Generated 3.6 million hours of viewing across FAST channels
- Secured multiple advertising partnerships, including Capital One as presenting sponsor
- None.
Insights
The inaugural NWSL season on ION demonstrates significant viewership success with 20.5 million total unique viewers, including 13.5 million viewers unique to ION. The network's strategy of offering comprehensive coverage through 50 matches and 53 studio shows has proven effective in capturing market share, with 50% of all NWSL viewers watching matches on ION.
The strong female viewership demographic (57% of P25-54 audience) and average audience of 145,000 viewers per game indicates healthy audience engagement. The multi-platform distribution strategy across FAST channels generated 3.6 million hours of viewing, showing successful digital integration. For Scripps (SSP), securing Capital One as a presenting sponsor and establishing multiple advertising partnerships demonstrates promising monetization potential for this sports rights investment.
The viewership metrics reveal strong market penetration in the women's sports broadcasting segment. The 55% female audience composition aligns with advertiser demands for reaching this valuable demographic. The cross-platform distribution strategy, spanning traditional broadcast and FAST channels, positions ION to capitalize on evolving viewing habits while maintaining broad accessibility through over-the-air coverage.
For Scripps investors, this successful first season strengthens the company's position in sports media rights and demonstrates ability to monetize content across multiple platforms. The partnership's performance suggests potential for revenue growth through increased advertising rates and sponsorship opportunities in future seasons.
Scripps Sports televised Saturday night doubleheaders on ION throughout the season, a total of 50 matches – more than any other network – and 53 studio shows. ION was among the networks involved in a landmark multi-year distribution agreement announced in November 2023 that included CBS Sports, ESPN and Prime Video.
ION, the only network to have a weekly studio show with documentary-style features on players and coaches, delivered more than 130 hours of NWSL content during the season. ION is a national sports and entertainment broadcast network that reaches every
Highlights of NWSL on ION Season 1*:
- ION delivered the largest female percentage audience of any network (
57% of the P25-54 audience,55% of the P2+ audience). 50% of all NWSL viewers watched matches on ION, the highest percentage of all linear broadcast partners.- Matches drew an average audience of 145,000 P2+ per game with a high of 234,000 on July 6 for the
Orlando -Kansas City match. - NWSL matches on ION delivered more than 3.6 million hours of viewing across free ad-supported television (FAST) channels, including Roku, Samsung TV, LG, Vizio, Xumo, Plex, Amazon Fire TV Channels, Pluto, CW and Tablo.
- Scripps Sports formed more than two dozen advertising partnerships, including Capital One as presenting sponsor of NWSL on ION Saturday Night soccer.
"NWSL fans consistently showed up to watch ION every week," Scripps Sports President Brian Lawlor said. "It was an incredible first year. We expect to continue growing the audience and helping the league grow its fan base."
"Our matches on ION brought incredible NWSL content to fans everywhere," said Brian Gordon, NWSL senior vice president of broadcast. "Beyond the matches, the ability to go in depth with our athletes and give them a platform to amplify their own stories helped our fans grow an even deeper affinity for the players, clubs and league. We are very proud of our collaboration with Scripps Sports and look forward to continuing our work together next season."
*Sources for data: Nielsen L+SD national panel one-minute qualifier for reach. Data for NWSL+, Prime Video and Paramount+ is not available.
Scripps media contact: Michael Perry, (513) 259-4718, michael.perry@scripps.com
NWSL contact: Jennifer Levine, (917) 921-7806, jlevine@nwslsoccer.com
Scripps Sports serves professional and college sports leagues, conferences and teams with local market depth and national broadcast reach. Scripps Sports currently has partnerships with the Women's National Basketball Association (WNBA), the National Women's Soccer League (NWSL), the National Hockey League's (NHL) 2024 Stanley Cup champion Florida Panthers, the 2023 Stanley Cup champion Vegas Golden Knights, the new Utah Hockey Club and the NCAA's Big Sky Conference. Scripps Sports is a division of The E.W. Scripps Company (NASDAQ: SSP), a Fortune 1000 American media company.
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SOURCE The E.W. Scripps Company
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