Kentucky Derby Audience in United States

Kentucky Derby logo

Kentucky Derby has an estimated audience of 3,640,878 people in United States. 54.3% are female, 45.7% are male, average age 46.2. Top regions: Florida, California, Texas. Top brand affinities: Louisville Cardinals football, Mongolia, WDRB News, Natural horsemanship, Fox hunting.

The average Kentucky Derby fan in United States is 46.2 years old, balanced, and lives primarily in Florida. The audience is concentrated in Florida, California, Texas. Top brand affinities include Louisville Cardinals football, Mongolia, WDRB News, with strongest over-indexing on Louisville Cardinals football (39.97× the country average). Demographically, the Kentucky Derby audience skews balanced with an average age of 46.2, and over-indexes on personality traits such as Patriotism, Community Orientation. Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 50 regions tracked by Rascasse.

Category: Sports · Type: Event

Demographics of Kentucky Derby fans

Demographic split for Kentucky Derby audience in United States
MetricValue
Female54.3%
Male45.7%
Average age46.2
Estimated audience size3,640,878

Audience persona

The typical Kentucky Derby fan in United States is balanced, around 46.2 years old, with strong Patriotism tendencies and a notable affinity for Louisville Cardinals football.

Top regions in United States

Top regions ranked by reach for Kentucky Derby in United States
RegionReachAffinity
Florida240,9980.98×
California233,4230.58×
Texas214,5270.69×
New York197,7420.97×
Ohio151,3581.35×
Kentucky138,2253.03×
Pennsylvania136,5801.11×
Illinois135,5441.12×
North Carolina115,8371.06×
Michigan101,9431.07×
Indiana94,2711.42×
Georgia92,4940.82×
Virginia91,1131.03×
Massachusetts88,5421.23×
New Jersey87,6250.95×
Tennessee83,2231.14×
Colorado67,7291.18×
Wisconsin63,5561.16×
Arizona62,1050.84×
Missouri62,0381.06×
South Carolina59,1801.08×
Minnesota58,1871.12×
Maryland55,9280.89×
Washington50,2660.69×
Connecticut47,5951.3×
Alabama47,5310.93×
Louisiana46,2490.99×
Iowa35,2841.18×
Oklahoma31,5160.78×
Oregon29,9120.72×
Nevada28,2650.8×
Kansas27,2910.95×
Mississippi22,5200.75×
Arkansas22,4180.75×
Nebraska21,3441.17×
Utah19,9430.61×
West Virginia15,8500.93×
New Hampshire15,2771.06×
Maine13,6081.04×
New Mexico12,9420.71×
Washington, District of Columbia12,8111.17×
Idaho12,5670.69×
Rhode Island12,0531.04×
Montana10,3361.02×
Delaware9,8300.98×
South Dakota7,7180.92×
Hawaii7,4330.47×
North Dakota7,1700.96×
Vermont6,2210.97×
Wyoming5,4891.02×

Top brand affinities

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

Top brand affinities (over-index vs. country average) for Kentucky Derby audience
BrandAffinityCategory
Louisville Cardinals football39.97×Sports
Mongolia18.28×Travel & Leisure
WDRB News47.41×Movies & TV
Natural horsemanship23.96×Sports
Fox hunting9.52×Sports
Equestrian vaulting26.04×Sports
Indiana Hoosiers football10.36×Sports
WHAS11 News40.33×Movies & TV
Harness racing20.2×Sports
Louisville Cardinals42.06×Sports
Preakness Stakes44.59×Sports
Menards5.29×Home & Garden
Poultry farming8.02×Politics & Society
Equine therapy13.48×Health
Classical dressage21.92×Sports
Kentucky5.63×Travel & Leisure
Breeders' Cup40.85×Sports
Gateway Pundit7.58×News
Building4.77×Home & Garden
Dairy cattle7.67×Pets & Animals

Psychographic profile

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

Top personality traits over-indexed by Kentucky Derby audience
TraitClusterScore
PatriotismCONSERVATISM1.59
Community OrientationOPEN1.4
IndulgenceJOY1.25
TravellingTHRILL1.23
Career OrientationPOWER1.22
Family OrientationCONSERVATISM1.22

Worldwide distribution

Worldwide audience distribution share by country for Kentucky Derby
CountryShare
United States76.6%
United Kingdom3.3%
Canada2.4%

See Kentucky Derby audiences in other countries

More Sports audiences in United States

Frequently asked questions

How many fans does Kentucky Derby have in United States?

Kentucky Derby has an estimated audience of 3,640,878 people in United States, concentrated in Florida and California.

What is the gender split and age of Kentucky Derby fans?

54.3% of Kentucky Derby fans are female, 45.7% are male, with an average age of 46.2 years.

Which brands do Kentucky Derby fans like most?

Kentucky Derby fans show strongest brand affinity for Louisville Cardinals football (39.97×), Mongolia (18.28×), and WDRB News (47.41×) over the country average.

Where do Kentucky Derby fans live in United States?

Kentucky Derby fans in United States are most concentrated in Florida (reach 240,998), California (reach 233,423), and Texas (reach 214,527). These three regions account for the largest share of the active audience.

What other brands do Kentucky Derby fans also like?

Beyond Kentucky Derby itself, the audience over-indexes on Mongolia (18.28×), WDRB News (47.41×), Natural horsemanship (23.96×), and Fox hunting (9.52×) 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 Kentucky Derby. 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.