Good vs. Evil + Race + Basketball = 12.3 million viewers

3 ways storylines increased the visibility of the LSU vs. Iowa game

MARKETING

Thomas Y. Lynch

4/3/20243 min read

I'm an avid sports fan, but I must admit I have not been a watcher of College Women’s Basketball. On Tuesday the Iowa vs. LSU game topped the highest-rated college women’s basketball game ever televised. With 12.3 million viewers, and 2 outstanding basketball teams, why was this game so anticipated? The answer is (drumroll please) the story.

As a communication geek, I love to do a deep dive into what makes a game, campaign, initiative, or message pop in the public’s eye. Messages that contain a relevant story will always be successful. One of the main reasons this game was so anticipated was the narrative around the game. Here are the three main storylines that increased this event’s publicity.

Good vs. Evil:

Throughout history, great storytellers have told tales of good vs. evil. Very early on sportswriters focused on this game because it was a rematch of last year’s championship game. The match-up between the 2 stars Angel Reese (LSU) and Caitlin Clark (IOWA) was the main subject of many journalists who covered the sports industry.

So how do we get to the good versus evil?

In the 2023 Woman’s National Championship game, Angel Reese taunted Caitlin Clark at the end of the game by pointing to her ring finger. This action indicated [Reese]was going to get a championship ring). Both players were trash-talking through the entire game, but this gesture was characterized as tasteless unsportsmanlike conduct. So many slated this game as Caitlin’s game of revenge. Thereby, painting Angel as a villain and Caitlin as the hero.

Race:

Say what you will about race relations in this country, the topic is relevant and everyone has an opinion about it. However, this is not the first time college basketball hosted a high-caliber game in which race was included in the storyline. On March 26, 1979, Magic Johnson (Michigan State) and Larry Bird (Indiana State) matched up in a Men’s College Basketball Championship game. Nearly a decade after the height of the civil rights movement, the narrative of race was still used to set the story. The media painted Bird as the great white hope and Magic as the guardian of Black dominance in the sport of basketball. The narrative set The City of Gangs of Detroit against the wholesome “salt of the earth people” of Indiana. The game, watched by over 25 million U.S. television viewers, is credited with sparking an interest in the NCAA tournament that led to the development of the “March Madness” we love today.

This storyline was repeated this year as the predominately African-American squad of LSU defended their title against the mostly white squad of Iowa. Race is highly visible in American media and is a key factor in the success of this broadcast.

Basketball:

Ok, it is not America’s pastime and it doesn’t conjure visions of Apple Pie, but its popularity is growing each year. Why is the game so popular? Basketball is among the most cost-effective sports to participate in. There isn’t any extra equipment required. All you need is a ball and a hoop to get started. Basketball is more available to the general public than any other sport. Because of that, more people have played basketball, organized, or just in the backyard. This gives the viewer an appreciation of the sport because they have first-hand knowledge of playing it. The storyline attribute is most people have played basketball and the game is familiar to the American public.

So let’s wrap it up!

In communications, a great narrative creates interest, fosters anticipation, and connects with the audience. The public is invested in the outcome, or as I like to say “They have a dog in the fight”. As Public Sector Communicators our messages should seek the same goals and results. So if your next video project reaches 12.3 million viewers. I will know you have read this entire blog.

Thomas Y. Lynch

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