Caitlin Clark's collegiate basketball journey might not have culminated in a storybook ending, but the impact she and the women's game had on viewership is unprecedented. The national championship game between South Carolina and Iowa drew a staggering 18.7 million viewers, peaking at 24.7 million, marking an 89 percent increase from 2023 and a remarkable 285 percent increase from 2022. This viewership surge makes it the most-watched basketball game (men's or women's, college or pro) since 2019.

The interest in Clark's journey was evident throughout the tournament. Iowa's thrilling semifinal win over UConn drew 14.2 million viewers, setting a new viewership record for women's college basketball. Notably, other games featuring Iowa also captured impressive numbers, demonstrating a significant uptick in viewership across multiple rounds.

Beyond Iowa's impact, UConn's games also attracted substantial viewership, with their Elite Eight victory over USC drawing 6.7 million viewers, surpassing most championship game viewership since 1996.

To contextualize the South Carolina-Iowa viewership, the game surpassed major sporting events like World Series games, NBA Finals games, Daytona 500s, Masters final rounds, and all but a few college football games in 2023.

Clark's transition to the WNBA, with the draft scheduled for April 15, will undoubtedly impact next year's NCAA Tournament viewership. However, the influx of millions of new viewers exposed to women's basketball during this tournament is expected to have lasting effects. Coupled with increased investment from ESPN and Fox Sports, which have elevated women's basketball exposure, this tournament represents an inflection point for the sport, signaling a promising upward trajectory in viewership.