The company is also advancing its 50/50 pledge, announced in 2022, which commits to equal media investment in men’s and women’s sports within five years. Brimmer said the company is now on track to complete that goal ahead of schedule.
“We made [the 50/50 pledge] four years ago. We gave ourselves a five-year window, and we are on track to meet the pledge this year,” Brimmer said. “I think by all accounts, we’ll hit it a year early.”
Brimmer also noted that, since the 50/50 pledge, the company’s brand value has increased 40%.
WPP Media’s report notably comes out as companies are putting together their plans for this year’s upfront season, and Blich told ADWEEK he hopes the “Women’s Sports Playbook” helps the market continue to sustain itself and grow.
“This is a big moment for us,” Blich said. “This is a moment where we’re putting that stake in the ground to the marketplace, to talk about how we continue to lead the conversation within and around women’s sports, which is why we’re creating this playbook.”
