Rascasse Audience Intelligence

Heart of Midlothian F.C. Audience in United States

Name: Heart of Midlothian F.C. — United States
Creator: Rascasse
License: https://rascasse.com/terms/

A data profile of the people who buy, follow and care about Heart of Midlothian F.C. in United States — modelled from more than twelve digital signal sources. Heart of Midlothian F.C. has an estimated audience of 333,436 people in United States.

#487among Soccer in United States #742among Team in United States #4584in Sports

The average Heart of Midlothian F.C. fan in United States is 32.4 years old, more male, and lives primarily in New York.

The audience is concentrated in New York, Florida, California.

Top brand affinities include Sharon Osbourne, Kilt, Kyle Busch, with strongest over-indexing on Sharon Osbourne (19.41× the country average).

Demographically, the Heart of Midlothian F.C. audience skews more male with an average age of 32.4, and over-indexes on personality traits such as Spirituality, Convenience Orientation.

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

The typical Heart of Midlothian F.C. fan in United States is more male, around 32.4 years old, with strong Spirituality tendencies and a notable affinity for Sharon Osbourne.

Category: Sports · Type: Team · Subtype: Soccer

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 Heart of Midlothian F.C. profile in United States.

Audience size

333K

in United States

Gender

37.2%♀

62.8% male

Age

32.4

average years

Country rank

#45785

Team in United States

Fig. 01

Search interest · 12-month trend

Monthly searches · Source: Rascasse Audience Intelligence

Section 02

Demographics of Heart of Midlothian F.C. fans

37.2% are female, 62.8% are male, average age 32.4.

Fig. 02

Gender split

37.2%

Female

62.8%

Male

Demographic split for Heart of Midlothian F.C. audience in United States
Metric	Value
Female	37.2%
Male	62.8%
Average age	32.4
Estimated audience size	333,436

Fig. 03

Age distribution

Age distribution of the Heart of Midlothian F.C. audience in United States
Age bracket	Share	%
16-19		37%
20-29		24%
30-39		18%
40-49		13%
50+		9%

Fig. 04

Worldwide distribution

5.9%

of the worldwide Heart of Midlothian F.C. audience comes from United States.

Worldwide audience distribution share by country for Heart of Midlothian F.C.
Country	Share
United Kingdom	45.5%
United States	5.9%
Brazil	3.9%

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 Heart of Midlothian F.C. audience in United States is strongest.

Fig. 05

Top regions by affinity

Heart of Midlothian F.C. fans by region: top regions in United States
#	Region	Reach	×
01	New York	~40K	2.38×
02	New Jersey	~10K	1.87×
03	Massachusetts	~10K	1.85×
04	Florida	~30K	1.60×
05	Washington, District of Columbia	~1K	1.59×
06	Connecticut	~4K	1.43×
07	Rhode Island	~1K	1.40×
08	Maryland	~7K	1.33×
09	Virginia	~10K	1.29×
10	Nevada	~4K	1.22×
11	Maine	~1K	1.21×
12	Illinois	~10K	1.20×
13	New Hampshire	~1K	1.14×
14	Indiana	~6K	1.08×
15	Iowa	~3K	1.07×
16	Pennsylvania	~10K	1.06×
17	Delaware	<1K	1.04×
18	North Carolina	~9K	1.03×
19	Washington	~6K	1.03×
20	Vermont	<1K	1.02×
21	Mississippi	~3K	1.01×
22	North Dakota	<1K	0.99×
23	California	~30K	0.97×
24	Arizona	~6K	0.96×
25	Kansas	~2K	0.96×
26	Colorado	~4K	0.94×
27	Alaska	<1K	0.94×
28	Kentucky	~4K	0.93×
29	South Dakota	<1K	0.92×
30	Montana	<1K	0.91×
31	Georgia	~8K	0.90×
32	Tennessee	~5K	0.90×
33	New Mexico	~1K	0.89×
34	Missouri	~4K	0.88×
35	Louisiana	~3K	0.88×
36	Nebraska	~1K	0.88×
37	West Virginia	~1K	0.88×
38	Oregon	~3K	0.87×
39	Hawaii	~1K	0.87×
40	Michigan	~7K	0.86×
41	Idaho	~1K	0.86×
42	Texas	~20K	0.85×
43	Wisconsin	~4K	0.82×
44	South Carolina	~4K	0.82×
45	Minnesota	~4K	0.82×
46	Arkansas	~2K	0.82×
47	Oklahoma	~3K	0.78×
48	Utah	~2K	0.78×
49	Alabama	~3K	0.74×
50	Ohio	~6K	0.69×

Affinity by region — Heart of Midlothian F.C., United States

Section 04

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

Audience interests & affinities

The strongest cross-interests of the Heart of Midlothian F.C. audience — brands, topics and people combined.

Fig. 07

Top cross-interests, ranked by affinity

Top brand affinities (over-index vs. country average) for Heart of Midlothian F.C. audience
#	Interest	Category	×
01	Kilt	Fashion & Accessoires	39.44×
02	Sam Heughan	Movies & TV	22.62×
03	Sharon Osbourne	Movies & TV	19.41×
04	Aston Villa F.C.	Sports	19.41×
05	Germany national football team	Sports	19.41×
06	LMC Truck	Cars & Mobility	19.41×
07	FC Schalke 04	Sports	19.41×
08	Kevin De Bruyne	Sports	19.41×
09	Halifax (United Kingdom bank)	Business & Career	19.41×
10	Maria Sharapova	Sports	19.08×
11	Jason Isaacs	Movies & TV	14.84×
12	Cath Kidston	Fashion & Accessoires	14.05×
13	Braveheart	Movies & TV	12.87×
14	Dumbo	Movies & TV	9.29×
15	Kyle Busch	Sports	8.72×
16	Web server	Technology & Electronics	7.53×
17	Non-alcoholic beverage	Food & Beverages	5.12×
18	Britney Spears	Music & Radio	4.60×
19	Solar energy	Home & Garden	3.82×
20	Planet Fitness	Sports	3.09×

Section 05

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

Personality of the Heart of Midlothian F.C. 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 Heart of Midlothian F.C. audience · What stands out
Trait	Cluster	Score
Spirituality	BALANCE	1.82×
Convenience Orientation	PREMIUM	1.73×
Urban Lifestyle	OPEN	1.46×

0×1.00× baseline2×

↓ Rather not

The weakest tendencies

Top personality traits over-indexed by Heart of Midlothian F.C. audience · Rather not
Trait	Cluster	Score
Early Adopter Mentality	POWER	0.68×
Indulgence	JOY	0.73×
Healthy Lifestyle	BALANCE	0.74×

0×1.00× baseline2×

Section 06

Frequently asked questions

How many fans does Heart of Midlothian F.C. have in United States?

Heart of Midlothian F.C. has an estimated audience of 333,436 people in United States, concentrated in New York and Florida.

What is the gender split and age of Heart of Midlothian F.C. fans?

37.2% of Heart of Midlothian F.C. fans are female, 62.8% are male, with an average age of 32.4 years.

Which brands do Heart of Midlothian F.C. fans like most?

Heart of Midlothian F.C. fans show strongest brand affinity for Sharon Osbourne (19.41×), Kilt (39.44×), and Kyle Busch (8.72×) over the country average.

Where do Heart of Midlothian F.C. fans live in United States?

Heart of Midlothian F.C. fans in United States are most concentrated in New York (reach ~40K), Florida (reach ~30K), and California (reach ~30K). These three regions account for the largest share of the active audience.

What other brands do Heart of Midlothian F.C. fans also like?

Beyond Heart of Midlothian F.C. itself, the audience over-indexes on Kilt (39.44×), Kyle Busch (8.72×), Sam Heughan (22.62×), and Web server (7.53×) 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 Heart of Midlothian F.C.. 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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