Fields for both the men and women are set. It’s time to go dancing in college basketball. The sport more defined by its postseason than any other in America steps into the spotlight this week.
I believe we could see something extraordinary happen this year. While ratings for the women’s tournament climb each year, with last year’s title game setting a viewership record, the men have held on to the advantage. With the two trending in opposite directions though, I am ready to call my shot.
2024 will be the year the final of the NCAA Women’s Tournament overtakes the final for the NCAA Men’s Tournament.
There are bona fide stars in women’s basketball. You know all about Caitlin Clark at Iowa, but she isn’t alone. USC freshman Juju Watkins and UConn’s Paige Bueckers stole their share of headlines too. Hell, LSU’s Angel Reese was in Sports Illustrated’s iconic Swimsuit Issuelast year.
Everywhere you look, there’s celebrity in the women’s game. Mike Krzyzewski, Jim Boeheim, and Roy Williams have retired. Dawn Staley and Kim Mulkey are better known than most men’s coaches now. Geno Auriemma may be the last true icon left coaching in college at all.
Recognizable names matter. They are what draw interest from casual fans and keep them coming back. It’s something the men’s game has been missing for a long time. The best men’s teams somehow seem extra anonymous this year. It’s not to say there aren’t good players. I just don’t really know their names or what they look like.
I’m not just touting star power here. There are trends that say this very well could be the year the women take over. Last year, while LSU and Iowa were setting the good kind of records, UConn and San Diego State were moving the men’s final in the opposite direction.
There were a lot of reasons for the ratings drop on the men’s side. That lack of star power is big, but so is the lack of brand power. San Diego State is a mid major program. UConn may be a blue blood, but it’s a blue blood from an area of the country that doesn’t dedicate a ton of time to college sports. Coming off of a 2022 final that featured Kansas and North Carolina, a ratings drop of only 15% should maybe be celebrated.
Right now, there are major brands in women’s college basketball that are doing a lot of winning. South Carolina is the overall top seed. Clark, a brand all her own, has lead Iowa to a number one seed. Last year’s champ LSU will be a high seed as will schools with big, nation-wide fan bases like Texas and Ohio State.
ESPN also creates a real advantage for the women. The network has devoted a lot of attention to Clark’s records and to South Carolina’s undefeated season. It’s all in service of synergy. Yes, other networks may have some games, but the biggest event in the sport is on ESPN and ABC, the networks that put its stars front and center.
Conversely, the men’s tournament is spread across four networks that don’t show very much regular season college basketball. CBS starts airing doubleheaders on Saturdays beginning in January. TBS, which will carry the Final Four, doesn’t show any college basketball. Neither do TruTV or TNT.
I like the way the quartet covers the men’s tournament. I think the broadcast crews (now that Jim Nantz is out of there) are great and I enjoy the energy Charles Barkley brings to the studio show. I do not think for a second that CBS or the WBD networks are doing anything to hold men’s college basketball back. What I think is that the game itself is in a stage where it could use a central network acting as hype machine and broadcaster.
Audiences have proven over and over again in the last 18 months that there is an appetite for women’s sports on television. ESPN boss Jimmy Pitaro makes no secret of the fact that he believes it is the best opportunity for ESPN to find new audiences.
It may only be for one year. It may not even be a huge lead. Everything just feels like it is moving in the right direction for it to happen though. That’s why I’m calling it now. The NCAA Tournament will be the crown jewel of what has already been an extraordinary season for women’s college basketball.
This will be the year that the women’s final overtakes the men’s final in the ratings. If ESPN is lucky enough to get Dawn Staley and South Carolina against Caitlin Clark and Iowa in the championship game, we could see a number it takes years for either final to top.
Demetri Ravanos is a columnist and features writer for Barrett Media. He is also the creator of The Sports Podcast Festival, and a previous host on the Chewing Clock and Media Noise podcasts. He occasionally fills in on stations across the Carolinas in addition to hosting Panthers and College Football podcasts. His radio resume includes stops at WAVH and WZEW in Mobile, AL, WBPT in Birmingham, AL and WBBB, WPTK and WDNC in Raleigh, NC.
You can find him on Twitter @DemetriRavanos or reach him by email at DemetriTheGreek@gmail.com.
