National Post Audience in Canada
National Post has an estimated audience of 4,091,893 people in Canada. 49.0% are female, 51.0% are male, average age 45.8. Top regions: Ontario, Alberta, British Columbia. Top brand affinities: Ice Hockey World Championships, LinkedIn, Sustainable energy, CNN, Donald Trump.
The average National Post fan in Canada is 45.8 years old, balanced, and lives primarily in Ontario. The audience is concentrated in Ontario, Alberta, British Columbia. Top brand affinities include Ice Hockey World Championships, LinkedIn, Sustainable energy, with strongest over-indexing on Ice Hockey World Championships (1.54× the country average). Demographically, the National Post audience skews balanced with an average age of 45.8, and over-indexes on personality traits such as Sustainability, Family Orientation. Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 10 regions tracked by Rascasse.
Category: News · Type: Website / Newspaper / Magazine · Subtype: Newspaper
Demographics of National Post fans
| Metric | Value |
|---|---|
| Female | 49.0% |
| Male | 51.0% |
| Average age | 45.8 |
| Estimated audience size | 4,091,893 |
Audience persona
The typical National Post fan in Canada is balanced, around 45.8 years old, with strong Sustainability tendencies and a notable affinity for Ice Hockey World Championships.
Top regions in Canada
| Region | Reach | Affinity |
|---|---|---|
| Ontario | 2,541,549 | 1.48× |
| Alberta | 844,974 | 1.67× |
| British Columbia | 741,287 | 1.21× |
| Quebec | 249,861 | 0.26× |
| Saskatchewan | 164,041 | 1.27× |
| Manitoba | 146,281 | 0.96× |
| Nova Scotia | 110,785 | 0.91× |
| New Brunswick | 54,983 | 0.58× |
| Newfoundland and Labrador | 50,256 | 0.81× |
| Prince Edward Island | 17,596 | 0.87× |
Top brand affinities
Brands and entities this audience over-indexes on, vs. the country average.
| Brand | Affinity | Category |
|---|---|---|
| Ice Hockey World Championships | 1.54× | Sports |
| 2.71× | Internet & Social Media | |
| Sustainable energy | 4.49× | Home & Garden |
| CNN | 2.03× | Movies & TV |
| Donald Trump | 1.76× | Politics & Society |
| Online newspaper | 2.46× | News |
| 2.14× | Internet & Social Media | |
| Renewable energy | 2.95× | Business & Career |
| TMZ | 1.88× | Internet & Social Media |
| Breaking news | 1.79× | Movies & TV |
| Podcast | 1.59× | Music & Radio |
| Nonprofit organization | 1.67× | Politics & Society |
| Home Appliances | 1.56× | Home & Garden |
| Insurance | 1.58× | Business & Career |
| Tesla Motors | 2.39× | Cars & Mobility |
| Mortgage loans | 1.55× | Business & Career |
| Documentary movies | 1.5× | Movies & TV |
| Innovation | 1.95× | Business & Career |
| Charitable organization | 1.8× | Politics & Society |
| Wealth management | 2.46× | Business & Career |
Psychographic profile
Top six personality traits over-indexed by this audience (1.0 = country average).
| Trait | Cluster | Score |
|---|---|---|
| Sustainability | BALANCE | 2.21 |
| Family Orientation | CONSERVATISM | 1.97 |
| Individualism | JOY | 1.82 |
| Tradition | CONSERVATISM | 1.74 |
| Community Orientation | OPEN | 1.61 |
| Convenience Orientation | PREMIUM | 1.51 |
Worldwide distribution
| Country | Share |
|---|---|
| Canada | 87.5% |
| United States | 5.2% |
| China | 1.5% |
See National Post audiences in other countries
More Newspaper audiences in Canada
- Toronto Sun (4,689,226)
- Daily Mail (3,177,030)
- Toronto Star (2,953,697)
- Le Journal de Montréal (2,298,301)
- The Globe and Mail (2,235,259)
Frequently asked questions
How many fans does National Post have in Canada?
National Post has an estimated audience of 4,091,893 people in Canada, concentrated in Ontario and Alberta.
What is the gender split and age of National Post fans?
49.0% of National Post fans are female, 51.0% are male, with an average age of 45.8 years.
Which brands do National Post fans like most?
National Post fans show strongest brand affinity for Ice Hockey World Championships (1.54×), LinkedIn (2.71×), and Sustainable energy (4.49×) over the country average.
Where do National Post fans live in Canada?
National Post fans in Canada are most concentrated in Ontario (reach 2,541,549), Alberta (reach 844,974), and British Columbia (reach 741,287). These three regions account for the largest share of the active audience.
What other brands do National Post fans also like?
Beyond National Post itself, the audience over-indexes on LinkedIn (2.71×), Sustainable energy (4.49×), CNN (2.03×), and Donald Trump (1.76×) compared to the Canada average.
How to read this data
Audience size is the estimated number of people in Canada who actively search for National Post. 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.
About this audience profile
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.