Day of the Dead Audience in United States

Day of the Dead logo

Day of the Dead has an estimated audience of 2,132,184 people in United States. 60.2% are female, 39.8% are male, average age 36.3. Top regions: California, Texas, Florida. Top brand affinities: Historic site, Goop, Who Wants to Be a Millionaire?, Natural rubber, Vocal harmony.

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 Historic site, Goop, Who Wants to Be a Millionaire?, with strongest over-indexing on Historic site (5.94× 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 Design Affinity, Urban Lifestyle. Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 50 regions tracked by Rascasse.

Category: Travel & Leisure · Type: Event

Demographics of Day of the Dead fans

Demographic split for Day of the Dead audience in United States
MetricValue
Female60.2%
Male39.8%
Average age36.3
Estimated audience size2,132,184

Audience persona

The typical Day of the Dead fan in United States is more female, around 36.3 years old, with strong Design Affinity tendencies and a notable affinity for Historic site.

Top regions in United States

Top regions ranked by reach for Day of the Dead in United States
RegionReachAffinity
California311,5661.33×
Texas239,4461.31×
Florida130,1860.9×
New York105,7190.89×
Illinois92,7641.31×
Georgia69,0181.05×
Ohio66,7871.02×
Pennsylvania65,5500.91×
North Carolina64,2741×
Arizona62,2951.43×
Michigan59,3111.06×
Washington48,4731.13×
Virginia47,8460.92×
Indiana45,9101.18×
New Jersey45,0770.83×
Tennessee42,2350.99×
Colorado38,2051.14×
Missouri36,6141.07×
Massachusetts36,3760.87×
Alabama32,3771.09×
Maryland31,4320.86×
Wisconsin29,9300.93×
Louisiana29,7091.08×
South Carolina29,5590.92×
Kentucky28,8191.08×
Oklahoma27,8351.18×
Nevada26,7051.29×
Oregon25,9601.06×
Minnesota25,6960.84×
Utah22,3051.17×
Kansas19,1421.14×
Arkansas17,8161.01×
Connecticut17,7110.83×
Mississippi16,7190.95×
Iowa16,1180.92×
New Mexico14,0081.31×
Idaho10,6461×
Nebraska10,2140.96×
West Virginia8,9700.9×
New Hampshire8,0000.95×
Hawaii7,5670.83×
Maine6,5520.86×
Montana5,7840.98×
Washington, District of Columbia4,9710.78×
Rhode Island4,9500.73×
Delaware4,5020.77×
Alaska4,4890.98×
South Dakota3,8000.77×
North Dakota3,3940.77×
Vermont3,0720.82×

Top brand affinities

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

Top brand affinities (over-index vs. country average) for Day of the Dead audience
BrandAffinityCategory
Historic site5.94×Arts & Culture
Goop6.53×Internet & Social Media
Who Wants to Be a Millionaire?11.11×Movies & TV
Natural rubber2.25×Cars & Mobility
Vocal harmony4.89×Music & Radio
Governor of Michigan7.99×Politics & Society
3D printing2.6×Technology & Electronics
La Jolla9.35×Travel & Leisure
Nationality2.11×Politics & Society
Mathcore7.53×Music & Radio
Unique Gifts2.12×Shopping
Grinch3.57×Movies & TV
Wok5.51×Food & Beverages
Hipster7.68×Politics & Society
Birthday Gifts2.47×Kids & Family
Arrietty11.11×Movies & TV
Google Home4.85×Technology & Electronics
Fairy godmother5.45×Literature
TV Fanatic7.75×Movies & TV
Hibachi5.68×Food & Beverages

Psychographic profile

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

Top personality traits over-indexed by Day of the Dead audience
TraitClusterScore
Design AffinityPREMIUM1.48
Urban LifestyleOPEN1.44
SustainabilityBALANCE1.34
IndulgenceJOY1.3
ExtroversionTHRILL1.3
Price SensitivityPREMIUM1.3

Worldwide distribution

Worldwide audience distribution share by country for Day of the Dead
CountryShare
United States51.0%
Mexico17.2%
Japan8.9%

See Day of the Dead audiences in other countries

More Travel & Leisure audiences in United States

Frequently asked questions

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

Day of the Dead has an estimated audience of 2,132,184 people in United States, concentrated in California and Texas.

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.

Which brands do Day of the Dead fans like most?

Day of the Dead fans show strongest brand affinity for Historic site (5.94×), Goop (6.53×), and Who Wants to Be a Millionaire? (11.11×) over the country average.

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 311,566), Texas (reach 239,446), and Florida (reach 130,186). These three regions account for the largest share of the active audience.

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

Beyond Day of the Dead itself, the audience over-indexes on Goop (6.53×), Who Wants to Be a Millionaire? (11.11×), Natural rubber (2.25×), and Vocal harmony (4.89×) 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 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.