The E.W. Scripps Company: Transforming the Landscape for Women’s Sports
The E.W. Scripps Company is strategically positioning itself to enhance the visibility and accessibility of women’s sports. Joe Naylor, senior vice president of streaming and digital, emphasizes a “platform-agnostic” strategy aimed at reaching a wide audience through various channels, including traditional broadcast and ad-supported streaming platforms.
Adapting to New Viewing Habits
During a recent discussion with Beet.TV’s editorial director Lisa Granatstein at the Premium Programmatic Summit, Naylor highlighted the significance of adapting to the changing viewing habits of audiences. “Whether that be through over-the-air broadcast, a pay TV option, or a free streaming option, we’re going to make sure women’s sports and the incredible stories of these athletes are accessible in all those ways,” he stated.
Growth of Streaming and Audience Interest
Naylor noted a notable increase in interest in women’s sports, reflecting a broader trend in live content consumption. He remarked, “In a world of ubiquitous content, live events are being consumed at a greater rate than ever before.” This surge in viewership includes both new and returning fans, particularly from younger and more diverse demographics.
To support this momentum, Scripps has made significant investments in dedicated coverage and storytelling initiatives, including the establishment of a specialized studio in Atlanta for pre- and post-game content creation. Naylor emphasized the impact of creating emotional connections through athlete profiles, stating, “That connection is powerful.”
Targeting New Audiences and Advertiser Opportunities
While there is no substantial difference in audience demographics across streaming platforms, a clear trend has emerged: women’s sports are increasingly attracting a younger and more diverse fanbase. Naylor pointed out that this presents a valuable opportunity for advertisers, particularly within the programmatic advertising space.
“Programmatic is all about finding audiences,” he explained. Advertisers may not specifically target women’s sports but instead seek certain psychographic or demographic profiles, which are becoming increasingly evident at events such as WNBA and NWSL games. By leveraging data, programmatic advertising enables brands to uncover valuable audience segments previously overlooked.
Advancements Through Technology and Inclusion
When asked about leveraging technology to promote equity in sports, Naylor highlighted how streaming technology and the move away from traditional pay-TV models can enhance visibility for various leagues and athletes. He noted, “There are many leagues and athletes — women’s and men’s — that deserve more visibility.” This evolution allows previously underserved teams to gain valuable exposure through platforms like Scripps.
Highlighting New Initiatives
A noteworthy initiative is the Sports Illustrated Women’s Games, co-produced by Scripps and the renowned magazine. Featuring elite female athletes across six sports, this event represents a significant advancement that Naylor believes wouldn’t have been feasible just a few years ago, stating, “Now, with streaming, programmatic, and changing consumption habits, events like this are not only possible, they’re the future.”
As media landscapes change and audience preferences evolve, The E.W. Scripps Company is at the forefront of integrating sports, storytelling, and accessibility, placing a strong emphasis on women’s sports.
