Highway Audience in United States

Highway logo

Highway has an estimated audience of 4,717,727 people in United States. 34.3% are female, 65.7% are male, average age 41.7. Top regions: California, Texas, Florida. Top brand affinities: Keene, New Hampshire, Mathcore, Google Home, Urban Outfitters, Hipster.

The average Highway fan in United States is 41.7 years old, more male, and lives primarily in California. The audience is concentrated in California, Texas, Florida. Top brand affinities include Keene, New Hampshire, Mathcore, Google Home, with strongest over-indexing on Keene, New Hampshire (675× the country average). Demographically, the Highway audience skews more male with an average age of 41.7, and over-indexes on personality traits such as Patriotism, Career Orientation. Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 50 regions tracked by Rascasse.

Category: Cars & Mobility · Type: Topic

Demographics of Highway fans

Demographic split for Highway audience in United States
MetricValue
Female34.3%
Male65.7%
Average age41.7
Estimated audience size4,717,727

Audience persona

The typical Highway fan in United States is more male, around 41.7 years old, with strong Patriotism tendencies and a notable affinity for Keene, New Hampshire.

Top regions in United States

Top regions ranked by reach for Highway in United States
RegionReachAffinity
California568,5151.1×
Texas491,5081.21×
Florida361,2131.13×
New York252,9980.96×
Illinois201,3411.28×
Georgia188,9631.3×
Ohio172,2041.18×
North Carolina163,3351.15×
Minnesota161,4762.39×
Pennsylvania147,7350.93×
Tennessee116,5631.23×
New Jersey110,2900.92×
Michigan108,6150.88×
Virginia104,8490.91×
Indiana94,3471.09×
Washington91,3800.97×
Arizona91,1420.95×
Missouri81,1751.07×
Massachusetts80,2050.86×
South Carolina78,9301.11×
Alabama77,9011.18×
Louisiana69,4171.14×
Wisconsin67,7240.95×
Maryland65,9150.81×
Kentucky63,1961.07×
Iowa61,7121.59×
Colorado57,0590.77×
Oklahoma54,9891.05×
Arkansas51,5091.33×
Oregon50,6950.94×
Mississippi48,2571.24×
Kansas45,6331.23×
Connecticut40,4250.85×
Nevada39,0530.86×
Utah33,4010.79×
Nebraska24,1131.02×
New Mexico23,7981.01×
Idaho23,1280.98×
Hawaii17,9440.88×
West Virginia16,3680.75×
South Dakota12,3801.14×
New Hampshire10,7630.58×
Delaware10,4620.8×
Rhode Island10,4550.7×
Montana10,4180.8×
Washington, District of Columbia9,7190.69×
Maine9,5910.57×
North Dakota8,0950.84×
Alaska6,4260.64×
Wyoming5,3800.77×

Top brand affinities

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

Top brand affinities (over-index vs. country average) for Highway audience
BrandAffinityCategory
Keene, New Hampshire675×Travel & Leisure
Mathcore17.5×Music & Radio
Google Home11.64×Technology & Electronics
Urban Outfitters2.26×Shopping
Hipster11.41×Politics & Society
Hog Hunting3.66×Sports
The Historian16.48×Literature
MK3.7×Music & Radio
Iyanla Vanzant12.55×Business & Career
N1 road (South Africa)3.59×Travel & Leisure
Hammock camping6.03×Travel & Leisure
Pillow1.81×Home & Garden
Wow! Wow! Wubbzy!6.36×Movies & TV
Eurail16.57×Cars & Mobility
Life of Pi6.96×Movies & TV
Equinix9.82×Business & Career
Goose (band)4.36×Pets & Animals
Monogram2.64×Home & Garden
Academy Award for Best Documentary Feature7.67×Movies & TV
Arrietty9.4×Movies & TV

Psychographic profile

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

Top personality traits over-indexed by Highway audience
TraitClusterScore
PatriotismCONSERVATISM2.04
Career OrientationPOWER1.72
Need for SecurityCONSERVATISM1.65
Family OrientationCONSERVATISM1.42
Luxury OrientationPREMIUM1.42
Risk AppetiteTHRILL1.38

Worldwide distribution

Worldwide audience distribution share by country for Highway
CountryShare
United States23.6%
Brazil8.2%
United Kingdom5.9%

See Highway audiences in other countries

More Cars & Mobility audiences in United States

Frequently asked questions

How many fans does Highway have in United States?

Highway has an estimated audience of 4,717,727 people in United States, concentrated in California and Texas.

What is the gender split and age of Highway fans?

34.3% of Highway fans are female, 65.7% are male, with an average age of 41.7 years.

Which brands do Highway fans like most?

Highway fans show strongest brand affinity for Keene, New Hampshire (675×), Mathcore (17.5×), and Google Home (11.64×) over the country average.

Where do Highway fans live in United States?

Highway fans in United States are most concentrated in California (reach 568,515), Texas (reach 491,508), and Florida (reach 361,213). These three regions account for the largest share of the active audience.

What other brands do Highway fans also like?

Beyond Highway itself, the audience over-indexes on Mathcore (17.5×), Google Home (11.64×), Urban Outfitters (2.26×), and Hipster (11.41×) 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 Highway. 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.