Big 12 Conference Audience in United States

Big 12 Conference logo

Big 12 Conference has an estimated audience of 4,072,814 people in United States. 41.5% are female, 58.5% are male, average age 45.5. Top regions: Texas, California, Arizona. Top brand affinities: Atlantic Coast Conference, Oregon Ducks football, Florida Gators football, University of Texas System, Big Ten Network.

The average Big 12 Conference fan in United States is 45.5 years old, more male, and lives primarily in Texas. The audience is concentrated in Texas, California, Arizona. Top brand affinities include Atlantic Coast Conference, Oregon Ducks football, Florida Gators football, with strongest over-indexing on Atlantic Coast Conference (16.43× the country average). Demographically, the Big 12 Conference audience skews more male with an average age of 45.5, and over-indexes on personality traits such as Risk Appetite, Luxury Orientation. Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 50 regions tracked by Rascasse.

Category: Sports · Type: Event · Subtype: Track and field

Demographics of Big 12 Conference fans

Demographic split for Big 12 Conference audience in United States
MetricValue
Female41.5%
Male58.5%
Average age45.5
Estimated audience size4,072,814

Audience persona

The typical Big 12 Conference fan in United States is more male, around 45.5 years old, with strong Risk Appetite tendencies and a notable affinity for Atlantic Coast Conference.

Top regions in United States

Top regions ranked by reach for Big 12 Conference in United States
RegionReachAffinity
Texas497,9581.42×
California193,8220.43×
Arizona181,0592.18×
Florida177,6950.64×
Utah149,8574.11×
Kansas125,3473.91×
Oklahoma122,2452.7×
Colorado119,2121.86×
Ohio109,0540.87×
Georgia96,9660.77×
North Carolina94,4260.77×
Iowa93,1092.77×
Illinois82,0050.6×
Tennessee75,4750.92×
Missouri74,5241.14×
New York72,6580.32×
Pennsylvania66,7550.49×
Virginia65,6650.66×
Alabama64,0291.13×
South Carolina57,7930.94×
Washington55,0650.67×
Michigan49,9870.47×
West Virginia49,7552.62×
Indiana45,3590.61×
Oregon42,9680.92×
Nebraska40,9352×
Kentucky40,0730.78×
Louisiana38,0430.72×
New Jersey36,5410.35×
Maryland36,1500.52×
Arkansas32,4600.97×
Minnesota31,9820.55×
Massachusetts29,2900.37×
Idaho29,1351.43×
Wisconsin28,5720.47×
Mississippi28,5590.85×
Connecticut27,7700.68×
Nevada27,0830.69×
New Mexico14,3890.7×
Hawaii9,0260.52×
Washington, District of Columbia8,0060.65×
Montana7,9560.7×
South Dakota6,8820.73×
Wyoming5,4840.91×
New Hampshire4,7420.3×
North Dakota4,2950.51×
Rhode Island4,1890.32×
Delaware4,0400.36×
Alaska3,8720.44×
Maine3,7290.26×

Top brand affinities

Brands and entities this audience over-indexes on, vs. the country average.

Top brand affinities (over-index vs. country average) for Big 12 Conference audience
BrandAffinityCategory
Atlantic Coast Conference16.43×Sports
Oregon Ducks football13.03×Sports
Florida Gators football11.76×Sports
University of Texas System12.7×Business & Career
Big Ten Network12.42×Movies & TV
Ole Miss Rebels football8.7×Sports
Texas A&M Aggies football8.52×Sports
Clemson Tigers football7.84×Sports
Minnesota Golden Gophers football14.09×Sports
Chick-fil-A2.64×Food & Beverages
TCU Horned Frogs football14.02×Sports
Virginia Tech Hokies football13.62×Sports
Fox News Channel1.83×Movies & TV
Texas Longhorns football8.11×Sports
Louisville Cardinals football13×Sports
Aaron Rodgers3.73×Sports
Florida State Seminoles football6.39×Sports
Missouri Tigers football14.81×Sports
Auburn Tigers football6.44×Sports
Sales tax8.55×Business & Career

Psychographic profile

Top six personality traits over-indexed by this audience (1.0 = country average).

Top personality traits over-indexed by Big 12 Conference audience
TraitClusterScore
Risk AppetiteTHRILL2.3
Luxury OrientationPREMIUM1.73
PatriotismCONSERVATISM1.68
Community OrientationOPEN1.23
Sports ActivityPOWER1.1
ExtroversionTHRILL1.09

Worldwide distribution

Worldwide audience distribution share by country for Big 12 Conference
CountryShare
United States96.7%
Canada1.3%
Germany0.5%

See Big 12 Conference audiences in other countries

More Track and field audiences in United States

Frequently asked questions

How many fans does Big 12 Conference have in United States?

Big 12 Conference has an estimated audience of 4,072,814 people in United States, concentrated in Texas and California.

What is the gender split and age of Big 12 Conference fans?

41.5% of Big 12 Conference fans are female, 58.5% are male, with an average age of 45.5 years.

Which brands do Big 12 Conference fans like most?

Big 12 Conference fans show strongest brand affinity for Atlantic Coast Conference (16.43×), Oregon Ducks football (13.03×), and Florida Gators football (11.76×) over the country average.

Where do Big 12 Conference fans live in United States?

Big 12 Conference fans in United States are most concentrated in Texas (reach 497,958), California (reach 193,822), and Arizona (reach 181,059). These three regions account for the largest share of the active audience.

What other brands do Big 12 Conference fans also like?

Beyond Big 12 Conference itself, the audience over-indexes on Oregon Ducks football (13.03×), Florida Gators football (11.76×), University of Texas System (12.7×), and Big Ten Network (12.42×) compared to the United States average.

How to read this data

Audience size is the estimated number of people in United States who actively search for Big 12 Conference. 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 United States. For methodology see methodology. Affinity values are over-index ratios vs. the country average (1.0 = baseline). Audience sizes are estimated, not measured.