E.W. Scripps hopes the recent surge of interest in Caitlin Clark and JuJu Watkins will serve it well in a different sort of match-up, the one that takes place every year between TV networks and advertisers.
Scripps is highlighting recent rights deals that help its ION broadcast network serve up both a Friday-night WNBA showcase as well as Saturday-night doubleheaders from the National Women’s Soccer League. The company is, like other TV entities, getting ready for the industry’s annual “upfront,” when TV networks try to sell the bulk of their commercial inventory ahead of their next programming cycle.
A new WNbaseason that ION will cover starting May 17 features weekly studio shows — the first time in the league’s history that a linear network has devoted such coverage. ION has also developed studio shows for the NWSL built around pre-match, halftime and post-match, also the first weekly studio shows dedicated to the league by any network.
Scripps purchased ION in 2020, giving the network stable ownership status after several years of shaky finances and a blurry identity. ION was originally launched as PAX TV in 1998 by entrepreneur Bud Paxson, and devoted to family-friendly programming.
In 2024, ION sees itself as a home for programming meant to draw broader crowds. In addition to the WNBA and NWSL seasons, ION will feature the annual broadcast of the Scripps National Spelling Bee. Semifinals and finals are scheduled to air live May 29 and 30. The network will also continue to show hour-long dramas such as “Bull,” “Magnum P.I.”“Blue Bloods,” “NCIS,” “Chicago Fire,” “Chicago PD,” “Law & Order: SUV” and “FBI.”
To boost ION, Scripps plans to launch year-long marketing campaign aimed to build awareness of the network’s entertainment and sports programming, including dedicated franchise nights for the NWSL and WNBA. This campaign will run through the arrival of new fall episodes of ON’s entertainment programming.
