Honestly, if you weren't watching the 2024 women's march madness tournament, you were essentially missing the biggest cultural shift in American sports in a generation. It wasn't just about basketball. It was a total takeover. For the first time ever, the women’s title game actually outdrew the men’s in TV ratings. Think about that for a second.
An average of 18.9 million people watched South Carolina dismantle Iowa in the final. At its peak? 24 million. That’s more than the World Series. More than the NBA Finals. It was absolute chaos in the best way possible.
The Caitlin Clark Effect Was Very Real
We have to talk about Caitlin Clark. You’ve heard the name, obviously. She didn’t just play; she changed the geometry of the court. Every time she crossed half-court, the entire arena held its breath. People weren't just showing up to see Iowa win; they were showing up to see if she’d pull up from the logo and sink a shot that shouldn't be physically possible.
She broke the all-time NCAA scoring record this season. Not just the women’s record—the whole thing. Pete Maravich’s record had stood since 1970. Clark passed it on a free throw against Ohio State, and the world basically tilted on its axis.
But it’s kinda funny because, despite all that individual brilliance, Iowa didn't win the whole thing. They ran into a buzzsaw. That buzzsaw lived in Columbia, South Carolina.
South Carolina’s Perfect Season
While the media was obsessed with Clark—and rightfully so—Dawn Staley was quietly building a monster. Or maybe not so quietly. The Gamecocks went 38-0. Zero losses. That is incredibly hard to do in modern college basketball.
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"I want to personally thank Caitlin Clark for lifting up our sport," Staley said after the trophy presentation.
It was a classy move from a coach who had just secured her third national title. Staley is now the first Black coach in DI history (men’s or women’s) to win three championships.
The Gamecocks were deep. Like, scary deep. They lost all five starters from the previous year and still didn't drop a single game. In the final, it was Kamilla Cardoso who took over. She had 15 points and 17 rebounds while basically playing on one good leg. Iowa jumped out to a huge lead early—Clark had 18 points in the first quarter alone—but South Carolina just kept coming. They wore them down. It was a masterclass in depth versus individual stardom.
Key Stats From the 2024 Tournament
- Championship Viewership: 18.9 million average (peaking at 24.1 million).
- Total Attendance: 436,055 fans across the whole tournament.
- Record Growth: 121% increase in second-round viewership compared to 2023.
- Final Score: South Carolina 87, Iowa 75.
More Than Just One Player
It’s easy to credit everything to Clark, but that’s sorta lazy. The tournament was packed with talent. You had Angel Reese and LSU trying to defend their title. You had JuJu Watkins at USC, who is basically the next big thing, scoring 30 points like it’s a light workout.
The Elite Eight rematch between Iowa and LSU was a huge moment. 12.3 million people tuned in for that one. It was a revenge game for Iowa after losing the 2023 final. The atmosphere felt like a heavyweight prize fight. It wasn't just "girls' basketball" anymore; it was the main event.
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Why This Year Was Different
The parity is getting better. Used to be that you could guess the Final Four in November. UConn, Tennessee, maybe Stanford. Now? It’s wide open.
UConn is still there, sure. Paige Bueckers is a wizard. But they had to fight through injuries just to make the Final Four. Then they lost a heartbreaker to Iowa on a controversial moving screen call. That call... people are still arguing about it in sports bars. Was it a foul? Technically, probably. Was it the way you want a game to end? Definitely not.
The Business of the Game
Money follows eyeballs. Always has. Advertisers finally woke up during the 2024 women's march madness run. ESPN sold out its ad inventory for the Final Four and Championship weeks before the games even started.
We’re seeing brands like State Farm, Gatorade, and Nike put these women front and center. NIL (Name, Image, and Likeness) deals have changed the math for these players. Some of them are making more in college than they will in their first year in the WNBA. It’s a weird transition period, but it means the talent is staying in the game longer and getting the resources they need to get better.
What’s Next for the Sport?
Now that the dust has settled on 2024, the big question is whether this momentum holds. Clark is in the WNBA now. So are Reese and Cardoso. The "star power" has shifted to the pros, but the foundation in college is solid.
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The NCAA just signed a new TV deal with ESPN worth roughly $115 million annually for the women’s tournament rights. That is a massive jump from the previous "bundled" deal where the women's tournament was basically treated like an afterthought.
If you want to keep up with how the landscape is shifting, start looking at the 2025 recruiting classes. The talent pool is getting deeper and younger.
Take Actionable Steps:
- Follow the freshmen: Watch JuJu Watkins (USC) and Hannah Hidalgo (Notre Dame). They are the leaders of the post-Clark era.
- Check the WNBA schedule: The rivalry between Clark and Reese has moved to the professional ranks, and the games are just as intense.
- Support local programs: The "sellout" trend started at big schools like Iowa and South Carolina, but it's trickling down to mid-majors. Go to a game. The tickets are still affordable, but they won't be forever.
The 2024 tournament was a lightning-in-a-bottle moment that proved women's basketball isn't a "growing" sport—it's already arrived.