Halfway through the NWSL’s 13th regular season, the league reported TV ratings were trending down. But August has already shown glimmers of recovery and context adds important caveats to that downward slope.
As first reported by Sports Business Journal, when the league took a month-long break midway through the year in July, ratings were down by 8% across their multiplatform media partnership. That partnership, which is now in its second year, was signed in November 2023 with CBS, ESPN, ION (Scripps Sports) and Prime Video for a deal worth $240m – a huge increase from their previous one-party partnership with CBS worth $4.5m. In its first year, the league saw a big uptick in viewing numbers as matches proliferated across a variety of outlets, reaching a wider audience.
