A data profile of the people who buy, follow and care about National Post in Canada — modelled from more than twelve digital signal sources. National Post has an estimated audience of 3,760,598 people in Canada.
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, Sustainable energy, CNN, 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.
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.
The key figures that characterise the National Post profile in Canada.
49.0% are female, 51.0% are male, average age 45.8.
| Metric | Value |
|---|---|
| Female | 49.0% |
| Male | 51.0% |
| Average age | 45.8 |
| Estimated audience size | 3,760,598 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 9% | |
| 20-29 | 12% | |
| 30-39 | 17% | |
| 40-49 | 24% | |
| 50+ | 37% |
of the worldwide National Post audience comes from Canada.
| Country | Share |
|---|---|
| Canada | 86.9% |
| United States | 5.4% |
| China | 1.6% |
Where the National Post audience in Canada is strongest.
| # | Region | Reach | Affinity | × |
|---|---|---|---|---|
| 01 | Alberta | ~800K | 1.67× | |
| 02 | Ontario | ~2.5M | 1.48× | |
| 03 | Saskatchewan | ~200K | 1.27× | |
| 04 | British Columbia | ~700K | 1.21× | |
| 05 | Manitoba | ~100K | 0.96× | |
| 06 | Nova Scotia | ~100K | 0.91× | |
| 07 | Prince Edward Island | ~20K | 0.87× | |
| 08 | Newfoundland and Labrador | ~50K | 0.81× | |
| 09 | New Brunswick | ~50K | 0.58× | |
| 10 | Quebec | ~200K | 0.26× |
The strongest cross-interests of the National Post audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | Sustainable energy | Home & Garden | 4.49× | ||
| 02 | Renewable energy | Business & Career | 2.95× | ||
| 03 | Online newspaper | News | 2.46× | ||
| 04 | Wealth management | Business & Career | 2.46× | ||
| 05 | Tesla Motors | Cars & Mobility | 2.39× | ||
| 06 | Internet & Social Media | 2.14× | |||
| 07 | First class travel | Travel & Leisure | 2.05× | ||
| 08 | CNN | Movies & TV | 2.03× | ||
| 09 | Innovation | Business & Career | 1.95× | ||
| 10 | TMZ | Internet & Social Media | 1.88× | ||
| 11 | Charitable organization | Politics & Society | 1.80× | ||
| 12 | Breaking news | Movies & TV | 1.79× | ||
| 13 | Donald Trump | Politics & Society | 1.76× | ||
| 14 | Nonprofit organization | Politics & Society | 1.67× | ||
| 15 | Podcast | Music & Radio | 1.59× | ||
| 16 | Insurance | Business & Career | 1.58× | ||
| 17 | Home Appliances | Home & Garden | 1.56× | ||
| 18 | Mortgage loans | Business & Career | 1.55× | ||
| 19 | Ice Hockey World Championships | Sports | 1.54× | ||
| 20 | Documentary movies | Movies & TV | 1.50× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Sustainability | BALANCE | 2.21× | |
| Family Orientation | CONSERVATISM | 1.97× | |
| Individualism | JOY | 1.82× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Extroversion | THRILL | 0.60× | |
| Pet Ownership | JOY | 0.76× | |
| Luxury Orientation | PREMIUM | 0.82× |
National Post has an estimated audience of 3,760,598 people in Canada, concentrated in Ontario and Alberta.
49.0% of National Post fans are female, 51.0% are male, with an average age of 45.8 years.
National Post fans show strongest brand affinity for Ice Hockey World Championships (1.54×), Sustainable energy (4.49×), and CNN (2.03×) over the country average.
National Post fans in Canada are most concentrated in Ontario (reach ~2.5M), Alberta (reach ~800K), and British Columbia (reach ~700K). These three regions account for the largest share of the active audience.
Beyond National Post itself, the audience over-indexes on Sustainable energy (4.49×), CNN (2.03×), Online newspaper (2.46×), and Reddit (2.14×) 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 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.
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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