Rascasse Audience Intelligence

Day of the Dead Audience in United States

A data profile of the people who buy, follow and care about Day of the Dead in United States — modelled from more than twelve digital signal sources. Day of the Dead has an estimated audience of 2,125,858 people in United States.

#168among Event in United States#1070in Travel & Leisure

The average Day of the Dead fan in United States is 36.3 years old, more female, and lives primarily in California.

The audience is concentrated in California, Texas, Florida.

Top brand affinities include Jake Paul, Pollo Tropical, Britney Spears, with strongest over-indexing on Jake Paul (11.11× the country average).

Demographically, the Day of the Dead audience skews more female with an average age of 36.3, and over-indexes on personality traits such as Indulgence, Urban Lifestyle.

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

The typical Day of the Dead fan in United States is more female, around 36.3 years old, with strong Indulgence tendencies and a notable affinity for Jake Paul.

Category: Travel & Leisure · Type: Event

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 Day of the Dead profile in United States.

Audience size
2.1M
in United States
Gender
60.2%♀
39.8% male
Age
36.3
average years
Country rank
#13588
Event in United States
Fig. 01

Search interest · 12-month trend

-21%
vs. last year
JanMarMayJulSepNov
Monthly searches · Source: Rascasse Audience Intelligence
Section 02

Demographics of Day of the Dead fans

60.2% are female, 39.8% are male, average age 36.3.

Fig. 02

Gender split

60.2%
Female
39.8%
Male
Demographic split for Day of the Dead audience in United States
MetricValue
Female60.2%
Male39.8%
Average age36.3
Estimated audience size2,125,858
Fig. 03

Age distribution

Ø 36.3
average years
Age distribution of the Day of the Dead audience in United States
Age bracketShare%
16-1921%
20-2925%
30-3924%
40-4919%
50+10%
Fig. 04

Worldwide distribution

50.9%

of the worldwide Day of the Dead audience comes from United States.

Worldwide audience distribution share by country for Day of the Dead
CountryShare
United States50.9%
Mexico17.2%
Japan9.0%
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 Day of the Dead audience in United States is strongest.

Fig. 05

Top regions by affinity

Day of the Dead fans by region: top regions in United States
#RegionReachAffinity×
01Arizona~60K1.40×
02New Mexico~10K1.36×
03Nevada~30K1.29×
04Texas~200K1.27×
05California~300K1.26×
06Illinois~90K1.24×
07Oklahoma~30K1.20×
08Utah~20K1.16×
09Indiana~40K1.15×
10Kansas~20K1.14×
11Alabama~30K1.10×
12Kentucky~30K1.10×
13Colorado~40K1.09×
14Washington~50K1.08×
15Alaska~5K1.07×
16Louisiana~30K1.06×
17Oregon~30K1.05×
18Michigan~60K1.04×
19Georgia~70K1.03×
20Missouri~40K1.03×
21Arkansas~20K1.03×
22Idaho~10K1.02×
23Montana~6K1.01×
24Ohio~70K0.99×
25Mississippi~20K0.99×
26Nebraska~10K0.99×
27North Carolina~60K0.97×
28West Virginia~10K0.97×
29Tennessee~40K0.96×
30New Hampshire~8K0.96×
31Iowa~20K0.95×
32Wisconsin~30K0.93×
33South Carolina~30K0.92×
34Pennsylvania~70K0.91×
35Maine~7K0.90×
36Virginia~50K0.89×
37Hawaii~8K0.88×
38Vermont~3K0.88×
39Florida~100K0.87×
40South Dakota~4K0.85×
41North Dakota~4K0.85×
42Massachusetts~30K0.83×
43Maryland~30K0.83×
44Minnesota~30K0.83×
45New York~100K0.82×
46New Jersey~40K0.82×
47Connecticut~20K0.81×
48Delaware~5K0.80×
49Rhode Island~5K0.77×
50Washington, District of Columbia~5K0.77×
Fig. 06

Affinity by region

Affinity by region — Day of the Dead, United States
0.77×1.00×1.40×
Section 04
Brands and entities this audience over-indexes on, vs. the country average.

Audience interests & affinities

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

Fig. 07

Top cross-interests, ranked by affinity

Top brand affinities (over-index vs. country average) for Day of the Dead audience
#·InterestCategoryAffinity×
01Jake PaulInternet & Social Media11.11×
02Pollo TropicalFood & Beverages11.11×
03Christian PulisicSports11.11×
04RonaldinhoSports11.11×
05Toyota CrownCars & Mobility11.11×
06Zinedine ZidaneSports11.11×
07CONCACAF Champions CupSports10.07×
08Stella ArtoisFood & Beverages9.09×
09CougarKids & Family9.04×
10Light beerFood & Beverages7.72×
11White wineFood & Beverages6.05×
12Red wineFood & Beverages5.76×
13The ChiveNews5.05×
14Non-alcoholic beverageFood & Beverages3.55×
15Liga MXSports3.54×
16Britney SpearsMusic & Radio3.48×
17Outback SteakhouseFood & Beverages3.34×
18Wine tastingFood & Beverages2.87×
19Panda ExpressFood & Beverages2.64×
20The UPS StoreShopping2.26×
Section 05
Top six personality traits over-indexed by this audience (1.0 = country average).

Personality of the Day of the Dead 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 Day of the Dead audience · What stands out
TraitClusterDeviationScore
IndulgenceJOY1.50×
Urban LifestyleOPEN1.43×
Community OrientationOPEN1.31×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Top personality traits over-indexed by Day of the Dead audience · Rather not
TraitClusterDeviationScore
Pet OwnershipJOY0.75×
Quality AwarenessPREMIUM0.79×
Luxury OrientationPREMIUM0.84×
0×1.00× baseline2×
Section 06

Frequently asked questions

01

How many fans does Day of the Dead have in United States?

Day of the Dead has an estimated audience of 2,125,858 people in United States, concentrated in California and Texas.

02

What is the gender split and age of Day of the Dead fans?

60.2% of Day of the Dead fans are female, 39.8% are male, with an average age of 36.3 years.

03

Which brands do Day of the Dead fans like most?

Day of the Dead fans show strongest brand affinity for Jake Paul (11.11×), Pollo Tropical (11.11×), and Britney Spears (3.48×) over the country average.

04

Where do Day of the Dead fans live in United States?

Day of the Dead fans in United States are most concentrated in California (reach ~300K), Texas (reach ~200K), and Florida (reach ~100K). These three regions account for the largest share of the active audience.

05

What other brands do Day of the Dead fans also like?

Beyond Day of the Dead itself, the audience over-indexes on Pollo Tropical (11.11×), Britney Spears (3.48×), Red wine (5.76×), and Christian Pulisic (11.11×) compared to the United States average.

Appendix

Explore more audiences

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

More Travel & Leisure audiences in United States

See Day of the Dead audiences in other countries

How to read this data

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