The highly anticipated women's Final Four is set to shatter viewership records this weekend, thanks to the presence of star players and enhanced TV coverage that has attracted more fans than ever before. The tournament kicks off this evening with a thrilling matchup between No. 1 seed South Carolina and No. 3 seed N.C. State at 7 p.m., followed by a clash between No. 1 seed Iowa and No. 3 seed UConn.

Experts predict that ratings for the women's Final Four will reach well into the double-digit millions, reflecting the surge in interest for the sport. Last week's intense showdown between Iowa and LSU garnered a record-breaking viewership of 12.3 million, making it the second most-watched game of the entire NCAA basketball tournament, regardless of gender.

According to popular ticket website TickPick, the current "get-in" price for the men's Final Four is $416, while for the women's Final Four, it stands slightly higher at $451. This rise in interest around women's basketball can be attributed to two main factors: the emergence of a new generation of star players and the increased investment from networks in broadcasting the games.

Leading the wave of stars is Caitlin Clark, the University of Iowa's standout guard. Clark has not only shattered numerous scoring records in the women's game but also surpassed basketball legend Pete Maravich as the all-time leading NCAA career basketball scorer, a record that had stood for 54 years. Clark's exceptional talent has been evident since her freshman year at Iowa, where she led the Hawkeyes to the Sweet 16 and earned accolades such as the Big 10 Freshman of the Year and first-team All-Big Ten. She is a two-time winner of the NCAA's most valuable player award and will leave for the WNBA after this season.

However, Clark is not the only star generating excitement in women's basketball. Ben Portnoy, who covers college sports for Sports Business Journal, believes that other players are ready to maintain the momentum for women's games. In recent years, increased and more consistent media coverage has allowed more players to shine alongside legendary coaches like Pat Summitt and Geno Auriemma. The 2021 season saw ESPN and ABC switch to a national broadcast format for the women's tournament, enhancing its visibility and accessibility.

The coverage expansion by ESPN reflects the growing demand for women's basketball, as compared to regional broadcasts or secondary networks like ESPN 2. Alongside this, the women's game benefits from professional eligibility rules that allow players to develop and become stars over a more extended period. Unlike men's basketball, where players can go pro at the age of 19 with just one year of college, women cannot turn professional until they turn 22. This has resulted in a more consistent flow of star players in the women's game.

Upcoming players such as Juju Watkins from the University of Southern California, Lucy Olsen from Villanova, and Hannah Hidalgo from Notre Dame are expected to dominate next season's women's game. Portnoy suggests that the women's game may now feature more household names than the men's game due to men's players leaving for professional careers earlier.

While the men's game may also face a lack of stars, the absence of traditional powerhouses like Duke or Kentucky in the final rounds has contributed to slower ratings growth this year. In contrast, the women's game is more star-driven, attracting higher ratings and captivating audiences.

As Caitlin Clark's phenomenal college career comes to an end, experts anticipate that this year's tournament may boast a record viewership. However, it has also established a new viewership floor, reinforcing the networks' understanding of the massive potential audience for the women's game. Jon Lewis from Sports Media Watch believes there is no going back to the era when the women's tournament averaged fewer than 3 million viewers. He asserts that a new permanent higher bar has been set, guaranteeing sustained growth for the women's tournament in the future.