Rascasse Audience Intelligence

Big 12 Conference Audience in United States

A data profile of the people who buy, follow and care about Big 12 Conference in United States — modelled from more than twelve digital signal sources. Big 12 Conference has an estimated audience of 4,071,542 people in United States.

#3among Track and field in United States#94among Event in United States#695in Sports

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 Patriotism, Need for Security.

Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 50 regions tracked by Rascasse.

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

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

The data on this page comes from the Rascasse audience panel and is refreshed monthly from search, social and browsing signals. As of 2026-08-10.

Section 01

At a glance

The key figures that characterise the Big 12 Conference profile in United States.

Audience size
4.1M
in United States
Gender
41.5%♀
58.5% male
Age
45.5
average years
Country rank
#7941
Event in United States
Fig. 01

Search interest · 12-month trend

-24%
vs. last year
JanMarMayJulSepNov
Monthly searches · Source: Rascasse Audience Intelligence
Section 02

Demographics of Big 12 Conference fans

41.5% are female, 58.5% are male, average age 45.5.

Fig. 02

Gender split

41.5%
Female
58.5%
Male
Demographic split for Big 12 Conference audience in United States
MetricValue
Female41.5%
Male58.5%
Average age45.5
Estimated audience size4,071,542
Fig. 03

Age distribution

Ø 45.5
average years
Age distribution of the Big 12 Conference audience in United States
Age bracketShare%
16-1911%
20-2912%
30-3916%
40-4922%
50+39%
Fig. 04

Worldwide distribution

96.7%

of the worldwide Big 12 Conference audience comes from United States.

Worldwide audience distribution share by country for Big 12 Conference
CountryShare
United States96.7%
Canada1.3%
Germany0.5%
Section 03
Affinity (×) = how much more likely a member of this audience is to live in a region than the United States average. Example: 2.0× means twice as concentrated as the national baseline.

Geography

Where the Big 12 Conference audience in United States is strongest.

Fig. 05

Top regions by affinity

Big 12 Conference fans by region: top regions in United States
#RegionReachAffinity×
01Utah~100K4.11×
02Kansas~100K3.74×
03Iowa~90K2.75×
04West Virginia~50K2.71×
05Oklahoma~100K2.55×
06Arizona~200K2.10×
07Nebraska~40K1.97×
08Colorado~100K1.73×
09Idaho~30K1.45×
10Texas~500K1.35×
11Missouri~70K1.13×
12Alabama~60K1.12×
13Arkansas~30K1.00×
14Wyoming~6K0.97×
15Tennessee~80K0.93×
16South Carolina~60K0.91×
17Mississippi~30K0.90×
18Ohio~100K0.89×
19Oregon~40K0.89×
20South Dakota~8K0.82×
21Kentucky~40K0.81×
22Montana~9K0.80×
23Louisiana~40K0.77×
24New Mexico~20K0.77×
25Georgia~90K0.74×
26North Carolina~90K0.74×
27Nevada~30K0.72×
28Washington, District of Columbia~9K0.71×
29North Dakota~6K0.69×
30Indiana~50K0.68×
31Connecticut~30K0.67×
32Alaska~6K0.66×
33Virginia~60K0.65×
34Washington~50K0.65×
35Florida~200K0.63×
36Illinois~90K0.63×
37Hawaii~10K0.61×
38Minnesota~30K0.57×
39Maryland~40K0.53×
40Delaware~6K0.53×
41Wisconsin~30K0.52×
42Rhode Island~7K0.51×
43Michigan~50K0.50×
44Pennsylvania~70K0.49×
45New Hampshire~8K0.47×
46Maine~7K0.47×
47California~200K0.42×
48Massachusetts~30K0.39×
49New Jersey~40K0.38×
50New York~70K0.32×
Fig. 06

Affinity by region

Affinity by region — Big 12 Conference, United States
0.32×1.00×4.11×
Section 04
Brands and entities this audience over-indexes on, vs. the country average.

Audience interests & affinities

The strongest cross-interests of the Big 12 Conference audience — brands, topics and people combined.

Fig. 07

Top cross-interests, ranked by affinity

Top brand affinities (over-index vs. country average) for Big 12 Conference audience
#·InterestCategoryAffinity×
01Atlantic Coast ConferenceSports16.43×
02Missouri Tigers footballSports14.81×
03Minnesota Golden Gophers footballSports14.09×
04TCU Horned Frogs footballSports14.02×
05Virginia Tech Hokies footballSports13.62×
06Oregon Ducks footballSports13.03×
07Louisville Cardinals footballSports13.00×
08University of Texas SystemBusiness & Career12.70×
09Big Ten NetworkMovies & TV12.42×
10Florida Gators footballSports11.76×
11Oklahoma Sooners footballSports8.94×
12Ole Miss Rebels footballSports8.70×
13Sales taxBusiness & Career8.55×
14Texas A&M Aggies footballSports8.52×
15Texas Longhorns footballSports8.11×
16Clemson Tigers footballSports7.84×
17Auburn Tigers footballSports6.44×
18Florida State Seminoles footballSports6.39×
19Chick-fil-AFood & Beverages2.64×
20Donald TrumpPolitics & Society1.65×
Section 05
Top six personality traits over-indexed by this audience (1.0 = country average).

Personality of the Big 12 Conference audience

Values above 1.00× are above the country average, values below 1.00× below it.

Fig. 08

Deviation from the national baseline

↑ What stands out
The strongest tendencies
Top personality traits over-indexed by Big 12 Conference audience · What stands out
TraitClusterDeviationScore
PatriotismCONSERVATISM1.69×
Need for SecurityCONSERVATISM1.37×
Community OrientationOPEN1.34×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Top personality traits over-indexed by Big 12 Conference audience · Rather not
TraitClusterDeviationScore
Design AffinityPREMIUM0.85×
Luxury OrientationPREMIUM0.88×
Urban LifestyleOPEN0.90×
0×1.00× baseline2×
Section 06

Frequently asked questions

01

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

Big 12 Conference has an estimated audience of 4,071,542 people in United States, concentrated in Texas and California.

02

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.

03

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.

04

Where do Big 12 Conference fans live in United States?

Big 12 Conference fans in United States are most concentrated in Texas (reach ~500K), California (reach ~200K), and Arizona (reach ~200K). These three regions account for the largest share of the active audience.

05

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.

Appendix

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Related profiles, rankings and the same audience in other markets.

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See Big 12 Conference audiences in other countries

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.

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