Impact of Caitlin Clark on NCAA Women's Basketball Ratings

The absence of Caitlin Clark from the NCAA Women's Basketball Final Four significantly affected TV ratings, with viewership dropping 64% from the previous year. This year's games, featuring UConn vs. UCLA and South Carolina vs. Texas, averaged 3.9 million viewers, a stark contrast to the record 10.8 million viewers in 2023 when Clark was a standout player. Despite the decline, this year's Final Four still ranked as the second-most watched in history, surpassing 2023's viewership. Clark's remarkable influence elevated the sport's visibility, leading to a historic championship game that attracted more viewers than the men's final for the first time. With Clark now in the WNBA, her popularity continues to shape viewership trends. However, her departure from college basketball has left a noticeable gap, as demonstrated by the drop in ratings for the NCAA tournament. Without her presence, the excitement and viewer engagement surrounding the Final Four have diminished, highlighting her critical role in the sport's recent success.