Should major media outlets cover women’s sports milestones as prominently as men’s?

Prominence helps create the audience that networks later cite as justification. A 35-year study found women's sports received 9.2% of sampled TV highlight airtime in 2024, barely above 8.7% in 1999, even as the 2023 NCAA women's final averaged nearly 10 million viewers. Put genuine milestones in the lead block and let performance, not old habits, decide what sticks.