A data profile of the people who buy, follow and care about Humanities in Canada — modelled from more than twelve digital signal sources. Humanities has an estimated audience of 3,909,145 people in Canada.
The average Humanities fan in Canada is 42.7 years old, balanced, and lives primarily in Quebec.
The audience is concentrated in Quebec, Ontario, British Columbia.
Top brand affinities include The Weather Network, Real property, Radio, with strongest over-indexing on The Weather Network (1.66× the country average).
Demographically, the Humanities audience skews balanced with an average age of 42.7, and over-indexes on personality traits such as Individualism, Tradition.
Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 10 regions tracked by Rascasse.
The typical Humanities fan in Canada is balanced, around 42.7 years old, with strong Individualism tendencies and a notable affinity for The Weather Network.
The key figures that characterise the Humanities profile in Canada.
50.2% are female, 49.8% are male, average age 42.7.
| Metric | Value |
|---|---|
| Female | 50.2% |
| Male | 49.8% |
| Average age | 42.7 |
| Estimated audience size | 3,909,145 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 14% | |
| 20-29 | 16% | |
| 30-39 | 19% | |
| 40-49 | 22% | |
| 50+ | 30% |
of the worldwide Humanities audience comes from Canada.
| Country | Share |
|---|---|
| United States | 22.5% |
| Italy | 5.9% |
| Brazil | 5.2% |
Where the Humanities audience in Canada is strongest.
| # | Region | Reach | Affinity | × |
|---|---|---|---|---|
| 01 | Quebec | ~2.5M | 2.79× | |
| 02 | Ontario | ~2M | 1.37× | |
| 03 | British Columbia | ~700K | 1.19× | |
| 04 | Alberta | ~500K | 1.04× | |
| 05 | Prince Edward Island | ~20K | 0.95× | |
| 06 | Newfoundland and Labrador | ~50K | 0.89× | |
| 07 | Saskatchewan | ~100K | 0.88× | |
| 08 | New Brunswick | ~80K | 0.86× | |
| 09 | Nova Scotia | ~100K | 0.84× | |
| 10 | Manitoba | ~100K | 0.83× |
The strongest cross-interests of the Humanities audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | Charlie Chaplin | Movies & TV | 2.82× | ||
| 02 | National Geographic (magazine) | Travel & Leisure | 2.11× | ||
| 03 | Michelle Pfeiffer | Movies & TV | 2.03× | ||
| 04 | Non-alcoholic beverage | Food & Beverages | 1.91× | ||
| 05 | Detective fiction | Literature | 1.88× | ||
| 06 | Keanu Reeves | Movies & TV | 1.78× | ||
| 07 | Minnesota Wild | Sports | 1.75× | ||
| 08 | Leonardo DiCaprio | Movies & TV | 1.74× | ||
| 09 | Tabloid (newspaper format) | Literature | 1.70× | ||
| 10 | Emily Blunt | Movies & TV | 1.67× | ||
| 11 | The Weather Network | Movies & TV | 1.66× | ||
| 12 | Museum | Arts & Culture | 1.62× | ||
| 13 | Real property | Home & Garden | 1.58× | ||
| 14 | Cappuccino | Food & Beverages | 1.58× | ||
| 15 | Radio | Technology & Electronics | 1.57× | ||
| 16 | Activism | Politics & Society | 1.57× | ||
| 17 | Bored Panda | Internet & Social Media | 1.57× | ||
| 18 | Innovation | Business & Career | 1.56× | ||
| 19 | Sustainable energy | Home & Garden | 1.53× | ||
| 20 | Contemporary art | Arts & Culture | 1.52× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Individualism | JOY | 1.42× | |
| Tradition | CONSERVATISM | 1.31× | |
| Community Orientation | OPEN | 1.29× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Need for Security | CONSERVATISM | 0.77× | |
| Price Sensitivity | PREMIUM | 0.77× | |
| Luxury Orientation | PREMIUM | 0.84× |
Humanities has an estimated audience of 3,909,145 people in Canada, concentrated in Quebec and Ontario.
50.2% of Humanities fans are female, 49.8% are male, with an average age of 42.7 years.
Humanities fans show strongest brand affinity for The Weather Network (1.66×), Real property (1.58×), and Radio (1.57×) over the country average.
Humanities fans in Canada are most concentrated in Quebec (reach ~2.5M), Ontario (reach ~2M), and British Columbia (reach ~700K). These three regions account for the largest share of the active audience.
Beyond Humanities itself, the audience over-indexes on Real property (1.58×), Radio (1.57×), Museum (1.62×), and Innovation (1.56×) 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 Humanities. 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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