BLOG | by YouGov Sport

WNBA sponsors experiencing cut-through among league fans

Sponsors of the WNBA are getting healthy cut-through, according to a YouGov BrandIndex analysis of six league partners that span several industries.

When looking at the WNBA’s marquee partner AT&T, as well as Beats By Dr. Dre, Google, YouTube TV, Fan Duel, and EA sports, we see Ad Awareness scores that are on average 40% higher among those who are interested in the WNBA over the last year, compared to US adults in general.

The starkest differences appear in scores for Beats By Dr. Dre. While 5% of the country has seen an ad for the music and tech brand, that number jumps to 8% among WNBA fans. This translates into a 59% uplift.

EA Sports also saw significant cut-through among league fans. Data shows 10% of all US adults have seen an ad for the brand in the last year, compared to 16% of WNBA fans, marking a 52% uplift.

YouTube TV, the video platform’s paid streaming service, posted an 11% Ad Awareness score among the wider US population, but scored 16% among league fans – a 50% increase.

Other brands in our analysis include Fan Duel, which saw a 39% increase in Ad Awareness scores compared to all US adults, Google (a 27% jump) and AT&T (a 14% jump).

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Methodology: YouGov BrandIndex collects data on thousands of brands every day. Each brands Ad Awareness score is based on the question: Which of the following brands have you seen an advertisement for in the past two weeks and delivered as a percentage. Results are a daily average of scores between October 8, 2020 and October 7, 2021. Data is based on an average yearly sample of 23,264 depending on brand and 3,165 fans of the WNBA depending on brand. Learn more about BrandIndex.

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