A data profile of the people who buy, follow and care about NBA in Canada — modelled from more than twelve digital signal sources. NBA has an estimated audience of 9,703,479 people in Canada.
The average NBA fan in Canada is 34.8 years old, more male, and lives primarily in Ontario.
The audience is concentrated in Ontario, British Columbia, Quebec.
Top brand affinities include NBA playoffs, NBA Finals, 7-Eleven, with strongest over-indexing on NBA playoffs (2.23× the country average).
Demographically, the NBA audience skews more male with an average age of 34.8, and over-indexes on personality traits such as Healthy Lifestyle, Career Orientation.
Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 13 regions tracked by Rascasse.
The typical NBA fan in Canada is more male, around 34.8 years old, with strong Healthy Lifestyle tendencies and a notable affinity for NBA playoffs.
The key figures that characterise the NBA profile in Canada.
36.0% are female, 64.0% are male, average age 34.8.
| Metric | Value |
|---|---|
| Female | 36.0% |
| Male | 64.0% |
| Average age | 34.8 |
| Estimated audience size | 9,703,479 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 30% | |
| 20-29 | 23% | |
| 30-39 | 19% | |
| 40-49 | 16% | |
| 50+ | 12% |
of the worldwide NBA audience comes from Canada.
| Country | Share |
|---|---|
| United States | 28.9% |
| China | 5.3% |
| Philippines | 4.8% |
Where the NBA audience in Canada is strongest.
| # | Region | Reach | Affinity | × |
|---|---|---|---|---|
| 01 | Ontario | ~7M | 2.14× | |
| 02 | British Columbia | ~2.5M | 1.71× | |
| 03 | Alberta | ~2M | 1.52× | |
| 04 | Manitoba | ~400K | 1.20× | |
| 05 | Saskatchewan | ~300K | 1.04× | |
| 06 | Quebec | ~2M | 0.98× | |
| 07 | Nova Scotia | ~200K | 0.88× | |
| 08 | Northwest Territories | ~8K | 0.74× | |
| 09 | New Brunswick | ~200K | 0.72× | |
| 10 | Yukon | ~7K | 0.66× | |
| 11 | Newfoundland and Labrador | ~90K | 0.61× | |
| 12 | Prince Edward Island | ~20K | 0.49× | |
| 13 | Nunavut | ~4K | 0.40× |
The strongest cross-interests of the NBA audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | San Antonio Spurs | Sports | 2.25× | ||
| 02 | NBA playoffs | Sports | 2.23× | ||
| 03 | Denver Nuggets | Sports | 2.20× | ||
| 04 | NBA Finals | Sports | 2.19× | ||
| 05 | Milwaukee Bucks | Sports | 2.18× | ||
| 06 | Los Angeles Lakers | Sports | 2.14× | ||
| 07 | LeBron James | Sports | 2.14× | ||
| 08 | United Airlines | Travel & Leisure | 2.13× | ||
| 09 | Boston Celtics | Sports | 2.09× | ||
| 10 | 7-Eleven | Shopping | 1.92× | ||
| 11 | Colorado Avalanche | Sports | 1.78× | ||
| 12 | Detroit Red Wings | Sports | 1.76× | ||
| 13 | The Open Championship | Sports | 1.75× | ||
| 14 | Buffalo Sabres | Sports | 1.74× | ||
| 15 | College basketball | Sports | 1.73× | ||
| 16 | Golden State Warriors | Sports | 1.72× | ||
| 17 | Super Bowl | Sports | 1.66× | ||
| 18 | PGA Championship | Sports | 1.66× | ||
| 19 | Sneaker collecting | Fashion & Accessoires | 1.60× | ||
| 20 | Auston Matthews | Sports | 1.59× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Healthy Lifestyle | BALANCE | 1.05× | |
| Career Orientation | POWER | 1.04× | |
| Family Orientation | CONSERVATISM | 0.99× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| DIY Mentality | THRILL | 0.74× | |
| Creativity | OPEN | 0.77× | |
| Tradition | CONSERVATISM | 0.78× |
NBA has an estimated audience of 9,703,479 people in Canada, concentrated in Ontario and British Columbia.
36.0% of NBA fans are female, 64.0% are male, with an average age of 34.8 years.
NBA fans show strongest brand affinity for NBA playoffs (2.23×), NBA Finals (2.19×), and 7-Eleven (1.92×) over the country average.
NBA fans in Canada are most concentrated in Ontario (reach ~7M), British Columbia (reach ~2.5M), and Quebec (reach ~2M). These three regions account for the largest share of the active audience.
Beyond NBA itself, the audience over-indexes on NBA Finals (2.19×), 7-Eleven (1.92×), Los Angeles Lakers (2.14×), and LeBron James (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 NBA. 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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