Viewership for the women's NCAA basketball championship surpassed the men's final for the first time. Over the next three years, the TV audience for the women's final grew by 23% to an average of 3.7 million. Women's basketball popularity goes beyond championship game ratingsWe have seen other evidence of women's college basketball's emerging dominance in the sports landscape. Meanwhile, merchandise sales related to women's college basketball are also soaring. JuJu Watkins celebrates with USC fans following a win during the 2024 NCAA Women's Basketball Tournament.

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Persons: —, Nielsen, Caitlin Clark —, Angel Reese, Dawn Staley, Clark, University of Connecticut's Paige Bueckers, Juju Watkins, James, LeBron James, JuJu Watkins, Wally Skalij, Darren Rovell, Bruce B, Greenspoon Marder, you've, Siegal Organizations: NCAA, WNBA, Service, University of Iowa, University of South Carolina, Purdue University, University of Connecticut, Nielsen, Sports Media Watch, Louisiana State, University of South, Business, Nike, University of, University of Southern, USC, Indiana Fever, Impact, Vanderbilt University Locations: Louisiana, University of South Carolina, University of Southern California