Rascasse Audience Intelligence

Churchill Downs Audience in United States

A data profile of the people who buy, follow and care about Churchill Downs in United States — modelled from more than twelve digital signal sources. Churchill Downs has an estimated audience of 1,131,479 people in United States.

#9among Racecourse in United States#1906among POI in United States#2011in Sports

The average Churchill Downs fan in United States is 46.1 years old, more female, and lives primarily in Kentucky.

The audience is concentrated in Kentucky, Indiana, Florida.

Top brand affinities include Kentucky Derby, Keeneland, Onet.pl, with strongest over-indexing on Kentucky Derby (22.37× the country average).

Demographically, the Churchill Downs audience skews more female with an average age of 46.1, and over-indexes on personality traits such as Patriotism, Community Orientation.

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

The typical Churchill Downs fan in United States is more female, around 46.1 years old, with strong Patriotism tendencies and a notable affinity for Kentucky Derby.

Category: Sports · Type: POI · Subtype: Racecourse

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 Churchill Downs profile in United States.

Audience size
1.1M
in United States
Gender
55.7%♀
44.3% male
Age
46.1
average years
Country rank
#21745
POI in United States
Fig. 01

Search interest · 12-month trend

-4%
vs. last year
JanMarMayJulSepNov
Monthly searches · Source: Rascasse Audience Intelligence
Section 02

Demographics of Churchill Downs fans

55.7% are female, 44.3% are male, average age 46.1.

Fig. 02

Gender split

55.7%
Female
44.3%
Male
Demographic split for Churchill Downs audience in United States
MetricValue
Female55.7%
Male44.3%
Average age46.1
Estimated audience size1,131,479
Fig. 03

Age distribution

Ø 46.1
average years
Age distribution of the Churchill Downs audience in United States
Age bracketShare%
16-197%
20-2913%
30-3918%
40-4926%
50+36%
Fig. 04

Worldwide distribution

92.0%

of the worldwide Churchill Downs audience comes from United States.

Worldwide audience distribution share by country for Churchill Downs
CountryShare
United States92.0%
United Kingdom1.5%
Canada1.5%
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 Churchill Downs audience in United States is strongest.

Fig. 05

Top regions by affinity

Churchill Downs fans by region: top regions in United States
#RegionReachAffinity×
01Kentucky~300K24.39×
02Indiana~60K3.02×
03Tennessee~20K1.07×
04Ohio~40K1.04×
05Missouri~20K0.85×
06Illinois~30K0.84×
07Nebraska~4K0.73×
08West Virginia~4K0.73×
09Wisconsin~10K0.72×
10Arkansas~6K0.68×
11Iowa~6K0.67×
12Alabama~10K0.63×
13Michigan~20K0.62×
14Louisiana~9K0.62×
15New Hampshire~3K0.59×
16Alaska~1K0.59×
17South Dakota~2K0.58×
18North Dakota~1K0.58×
19Delaware~2K0.57×
20Vermont~1K0.57×
21Kansas~5K0.56×
22Washington, District of Columbia~2K0.55×
23South Carolina~9K0.54×
24Mississippi~5K0.54×
25Rhode Island~2K0.54×
26Montana~2K0.53×
27Pennsylvania~20K0.52×
28Virginia~10K0.51×
29Connecticut~6K0.51×
30Maine~2K0.51×
31Georgia~20K0.50×
32Minnesota~8K0.50×
33Florida~40K0.49×
34North Carolina~20K0.49×
35Oklahoma~6K0.49×
36Nevada~5K0.49×
37Massachusetts~10K0.48×
38New York~30K0.46×
39Colorado~8K0.45×
40Idaho~3K0.45×
41New Jersey~10K0.44×
42Maryland~8K0.43×
43Hawaii~2K0.42×
44New Mexico~2K0.40×
45Arizona~8K0.37×
46Utah~3K0.35×
47Oregon~4K0.34×
48Texas~30K0.33×
49Washington~7K0.31×
50California~40K0.29×
Fig. 06

Affinity by region

Affinity by region — Churchill Downs, United States
0.29×1.00×24.39×
Section 04
Brands and entities this audience over-indexes on, vs. the country average.

Audience interests & affinities

The strongest cross-interests of the Churchill Downs audience — brands, topics and people combined.

Fig. 07

Top cross-interests, ranked by affinity

Top brand affinities (over-index vs. country average) for Churchill Downs audience
#·InterestCategoryAffinity×
01KeenelandSports36.74×
02Kentucky DerbySports22.37×
03Onet.plNews20.00×
04PiCK UP!Food & Beverages20.00×
05ConfucianismPolitics & Society15.26×
06Blaze PizzaFood & Beverages6.72×
07MongoliaTravel & Leisure6.17×
08Horse racingSports5.51×
09Ryder CupSports3.70×
10Masters TournamentSports3.42×
11Robert RedfordMovies & TV2.76×
12Real propertyHome & Garden2.34×
13Diane KeatonMovies & TV2.25×
14Charitable organizationPolitics & Society2.05×
15MSNNews1.81×
16GeneticsKids & Family1.71×
17GamblingGames1.69×
18Nonprofit organizationPolitics & Society1.61×
19Hobby LobbyHome & Garden1.57×
20Texas RoadhouseFood & Beverages1.57×
Section 05
Top six personality traits over-indexed by this audience (1.0 = country average).

Personality of the Churchill Downs 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 Churchill Downs audience · What stands out
TraitClusterDeviationScore
PatriotismCONSERVATISM2.10×
Community OrientationOPEN1.69×
Career OrientationPOWER1.42×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Top personality traits over-indexed by Churchill Downs audience · Rather not
TraitClusterDeviationScore
Early Adopter MentalityPOWER0.79×
Luxury OrientationPREMIUM0.79×
MindfulnessBALANCE0.80×
0×1.00× baseline2×
Section 06

Frequently asked questions

01

How many fans does Churchill Downs have in United States?

Churchill Downs has an estimated audience of 1,131,479 people in United States, concentrated in Kentucky and Indiana.

02

What is the gender split and age of Churchill Downs fans?

55.7% of Churchill Downs fans are female, 44.3% are male, with an average age of 46.1 years.

03

Which brands do Churchill Downs fans like most?

Churchill Downs fans show strongest brand affinity for Kentucky Derby (22.37×), Keeneland (36.74×), and Onet.pl (20×) over the country average.

04

Where do Churchill Downs fans live in United States?

Churchill Downs fans in United States are most concentrated in Kentucky (reach ~300K), Indiana (reach ~60K), and Florida (reach ~40K). These three regions account for the largest share of the active audience.

05

What other brands do Churchill Downs fans also like?

Beyond Churchill Downs itself, the audience over-indexes on Keeneland (36.74×), Onet.pl (20×), Mongolia (6.17×), and Masters Tournament (3.42×) compared to the United States average.

Appendix

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How to read this data

Audience size is the estimated number of people in United States who actively search for Churchill Downs. 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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