A data profile of the people who buy, follow and care about Edmonton in Canada — modelled from more than twelve digital signal sources. Edmonton has an estimated audience of 4,029,268 people in Canada.
The average Edmonton fan in Canada is 41.5 years old, balanced, and lives primarily in Alberta.
The audience is concentrated in Alberta, Ontario, British Columbia.
Top brand affinities include Ice Hockey World Championships, Save-On-Foods, WestJet, with strongest over-indexing on Ice Hockey World Championships (1.7× the country average).
Demographically, the Edmonton audience skews balanced with an average age of 41.5, and over-indexes on personality traits such as Family Orientation, Tradition.
Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 10 regions tracked by Rascasse.
The typical Edmonton fan in Canada is balanced, around 41.5 years old, with strong Family Orientation tendencies and a notable affinity for Ice Hockey World Championships.
The key figures that characterise the Edmonton profile in Canada.
52.5% are female, 47.5% are male, average age 41.5.
| Metric | Value |
|---|---|
| Female | 52.5% |
| Male | 47.5% |
| Average age | 41.5 |
| Estimated audience size | 4,029,268 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 14% | |
| 20-29 | 18% | |
| 30-39 | 21% | |
| 40-49 | 22% | |
| 50+ | 24% |
of the worldwide Edmonton audience comes from Canada.
| Country | Share |
|---|---|
| Canada | 53.3% |
| United States | 22.3% |
| United Kingdom | 5.7% |
Where the Edmonton audience in Canada is strongest.
| # | Region | Reach | Affinity | × |
|---|---|---|---|---|
| 01 | Alberta | ~2.5M | 4.76× | |
| 02 | Saskatchewan | ~200K | 1.20× | |
| 03 | British Columbia | ~600K | 0.94× | |
| 04 | Manitoba | ~100K | 0.69× | |
| 05 | Ontario | ~1M | 0.58× | |
| 06 | Quebec | ~400K | 0.44× | |
| 07 | Nova Scotia | ~50K | 0.43× | |
| 08 | New Brunswick | ~40K | 0.43× | |
| 09 | Prince Edward Island | ~8K | 0.40× | |
| 10 | Newfoundland and Labrador | ~20K | 0.34× |
The strongest cross-interests of the Edmonton audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | Emmy Award | Movies & TV | 2.50× | ||
| 02 | Vehicle insurance | Cars & Mobility | 2.26× | ||
| 03 | Tabloid (newspaper format) | Literature | 2.20× | ||
| 04 | Solar energy | Home & Garden | 2.13× | ||
| 05 | The Brick | Shopping | 2.05× | ||
| 06 | Save-On-Foods | Food & Beverages | 1.91× | ||
| 07 | Saskatchewan | Travel & Leisure | 1.91× | ||
| 08 | WestJet | Travel & Leisure | 1.81× | ||
| 09 | Electric vehicle | Cars & Mobility | 1.78× | ||
| 10 | Lottery | Games | 1.77× | ||
| 11 | Western Union | Business & Career | 1.76× | ||
| 12 | Ice Hockey World Championships | Sports | 1.70× | ||
| 13 | London Drugs | Shopping | 1.62× | ||
| 14 | Online newspaper | News | 1.60× | ||
| 15 | Edmonton Oilers | Sports | 1.56× | ||
| 16 | Wendy's | Food & Beverages | 1.55× | ||
| 17 | Dairy Queen | Food & Beverages | 1.53× | ||
| 18 | Real property | Home & Garden | 1.51× | ||
| 19 | WWE | Sports | 1.51× | ||
| 20 | Real Canadian Superstore | Shopping | 1.50× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Family Orientation | CONSERVATISM | 1.61× | |
| Tradition | CONSERVATISM | 1.33× | |
| Community Orientation | OPEN | 1.26× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Luxury Orientation | PREMIUM | 0.77× | |
| Mindfulness | BALANCE | 0.80× | |
| Pet Ownership | JOY | 0.80× |
Edmonton has an estimated audience of 4,029,268 people in Canada, concentrated in Alberta and Ontario.
52.5% of Edmonton fans are female, 47.5% are male, with an average age of 41.5 years.
Edmonton fans show strongest brand affinity for Ice Hockey World Championships (1.7×), Save-On-Foods (1.91×), and WestJet (1.81×) over the country average.
Edmonton fans in Canada are most concentrated in Alberta (reach ~2.5M), Ontario (reach ~1M), and British Columbia (reach ~600K). These three regions account for the largest share of the active audience.
Beyond Edmonton itself, the audience over-indexes on Save-On-Foods (1.91×), WestJet (1.81×), Edmonton Oilers (1.56×), and Wendy's (1.55×) compared to the Canada average.
Related profiles, rankings and the same audience in other markets.
Audience size is the estimated number of people in Canada who actively search for Edmonton. Affinity is an over-index ratio: 2.0× means the audience is twice as likely to engage with that brand or trait as the country average. Reach is the estimated number of audience members in a region. Regional and brand-affinity tables are sorted from strongest signal to weakest.
This audience profile is generated by Rascasse from anonymized search-behavior signals across Canada. For methodology see methodology. Affinity values are over-index ratios vs. the country average (1.0 = baseline). Audience sizes are estimated, not measured.
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