Incumbent Audience in United States
Incumbent has an estimated audience of 11,198,733 people in United States. 50.6% are female, 49.4% are male, average age 42.9. Top regions: California, Texas, Florida. Top brand affinities: Diane Sawyer, Israeli cuisine, Caesarea, Jbc, Gran Chaco.
The average Incumbent fan in United States is 42.9 years old, balanced, and lives primarily in California. The audience is concentrated in California, Texas, Florida. Top brand affinities include Diane Sawyer, Israeli cuisine, Caesarea, with strongest over-indexing on Diane Sawyer (1.77× the country average). Demographically, the Incumbent audience skews balanced with an average age of 42.9, and over-indexes on personality traits such as Career Orientation, DIY Mentality. Compared to the country baseline, this audience shows distinctive patterns across 15 brand affinities and 50 regions tracked by Rascasse.
Category: Business & Career · Type: Topic
Demographics of Incumbent fans
| Metric | Value |
|---|---|
| Female | 50.6% |
| Male | 49.4% |
| Average age | 42.9 |
| Estimated audience size | 11,198,733 |
Audience persona
The typical Incumbent fan in United States is balanced, around 42.9 years old, with strong Career Orientation tendencies and a notable affinity for Diane Sawyer.
Top regions in United States
| Region | Reach | Affinity |
|---|---|---|
| California | 1,582,003 | 1.28× |
| Texas | 989,696 | 1.03× |
| Florida | 780,572 | 1.03× |
| New York | 708,195 | 1.13× |
| Pennsylvania | 418,363 | 1.11× |
| Illinois | 409,078 | 1.1× |
| North Carolina | 366,240 | 1.09× |
| Georgia | 361,306 | 1.05× |
| Ohio | 333,207 | 0.97× |
| Virginia | 329,835 | 1.21× |
| Michigan | 304,226 | 1.04× |
| New Jersey | 280,106 | 0.98× |
| Washington | 270,485 | 1.2× |
| Minnesota | 255,278 | 1.59× |
| Massachusetts | 252,055 | 1.14× |
| Arizona | 224,486 | 0.98× |
| Maryland | 216,401 | 1.12× |
| Indiana | 193,423 | 0.95× |
| Missouri | 193,303 | 1.07× |
| Tennessee | 192,026 | 0.85× |
| Wisconsin | 174,731 | 1.04× |
| Colorado | 167,720 | 0.95× |
| Oregon | 154,065 | 1.2× |
| South Carolina | 147,605 | 0.88× |
| Alabama | 133,876 | 0.86× |
| Louisiana | 125,084 | 0.87× |
| Kentucky | 113,487 | 0.81× |
| Oklahoma | 110,949 | 0.89× |
| Connecticut | 108,137 | 0.96× |
| Nevada | 94,943 | 0.88× |
| Utah | 93,443 | 0.93× |
| Kansas | 84,819 | 0.96× |
| Iowa | 84,564 | 0.92× |
| Arkansas | 78,857 | 0.85× |
| Mississippi | 75,087 | 0.81× |
| Hawaii | 54,479 | 1.13× |
| Nebraska | 52,245 | 0.93× |
| Idaho | 50,965 | 0.91× |
| Washington, District of Columbia | 48,724 | 1.45× |
| New Mexico | 44,482 | 0.79× |
| West Virginia | 41,939 | 0.8× |
| New Hampshire | 39,493 | 0.9× |
| Maine | 37,379 | 0.93× |
| Rhode Island | 33,368 | 0.94× |
| Montana | 31,172 | 1× |
| Alaska | 26,560 | 1.11× |
| Delaware | 25,860 | 0.84× |
| South Dakota | 24,140 | 0.93× |
| North Dakota | 21,096 | 0.92× |
| Vermont | 17,131 | 0.87× |
Top brand affinities
Brands and entities this audience over-indexes on, vs. the country average.
| Brand | Affinity | Category |
|---|---|---|
| Diane Sawyer | 1.77× | Movies & TV |
| Israeli cuisine | 1.53× | Food & Beverages |
| Caesarea | 1.66× | Travel & Leisure |
| Jbc | 1.64× | Kids & Family |
| Gran Chaco | 1.66× | Travel & Leisure |
| cake decorating shop | 1.7× | Food & Beverages |
| Service desk (ITSM) | 1.69× | |
| Bornova | 1.57× | Travel & Leisure |
| WildFly | 1.68× | |
| FilmmakerIQ.com | 1.81× | Movies & TV |
| Pips, Chips & Videoclips | 1.69× | Music & Radio |
| Menina Cachos | 1.5× | |
| JCLU Forever | 1.71× | Fashion & Accessoires |
| Jbeil District | 1.56× | |
| FC Dinamo II București | 1.52× | Sports |
Psychographic profile
Top six personality traits over-indexed by this audience (1.0 = country average).
| Trait | Cluster | Score |
|---|---|---|
| Career Orientation | POWER | 1.38 |
| DIY Mentality | THRILL | 1.26 |
| Need for Security | CONSERVATISM | 1.19 |
| Tradition | CONSERVATISM | 1.15 |
| Community Orientation | OPEN | 1.07 |
| Individualism | JOY | 1.07 |
Worldwide distribution
| Country | Share |
|---|---|
| United States | 95.3% |
| United Kingdom | 1.4% |
| Japan | 0.6% |
See Incumbent audiences in other countries
More Business & Career audiences in United States
- Food and drink (182,612,063)
- Music (181,108,961)
- Shopping and fashion (177,150,005)
- Sports and outdoors (173,827,889)
- Sports (173,190,295)
Frequently asked questions
How many fans does Incumbent have in United States?
Incumbent has an estimated audience of 11,198,733 people in United States, concentrated in California and Texas.
What is the gender split and age of Incumbent fans?
50.6% of Incumbent fans are female, 49.4% are male, with an average age of 42.9 years.
Which brands do Incumbent fans like most?
Incumbent fans show strongest brand affinity for Diane Sawyer (1.77×), Israeli cuisine (1.53×), and Caesarea (1.66×) over the country average.
Where do Incumbent fans live in United States?
Incumbent fans in United States are most concentrated in California (reach 1,582,003), Texas (reach 989,696), and Florida (reach 780,572). These three regions account for the largest share of the active audience.
What other brands do Incumbent fans also like?
Beyond Incumbent itself, the audience over-indexes on Israeli cuisine (1.53×), Caesarea (1.66×), Jbc (1.64×), and Gran Chaco (1.66×) 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 Incumbent. 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.