It played a clip from a women's swimming competition and then lamented that you probably didnt see this competition because women's sports get only 10% as much coverage as men's. (Im surprised it is even that high since there is no women's equivalent of football, but anyway ...)

If people cared about watching women's swimming more than thry cared about watching football, then ESPN would air women's swimming all day Saturday during football. Its lack of popularity isn't because of a lack of media coverage - rather its lack of media coverage is because of a lack of popularity.

And for basically any sport at a power five school, if you actually want to watch it, it is available somewhere, even if internet only.

If the women's NCAA tournament got as many viewers, then more networks than just ESPN would be interested in carrying it and it would be worth a lot more.