Rascasse Audience Intelligence

Kentucky Derby Audience in United States

A data profile of the people who buy, follow and care about Kentucky Derby in United States — modelled from more than twelve digital signal sources. Kentucky Derby has an estimated audience of 3,642,164 people in United States.

#104among Event in United States#767in Sports

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, Need for Security.

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

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.

Category: Sports · Type: Event

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 Kentucky Derby profile in United States.

Audience size
3.6M
in United States
Gender
54.3%♀
45.7% male
Age
46.2
average years
Country rank
#8717
Event in United States
Fig. 01

Search interest · 12-month trend

+0%
vs. last year
JanMarMayJulSepNov
Monthly searches · Source: Rascasse Audience Intelligence
Section 02

Demographics of Kentucky Derby fans

54.3% are female, 45.7% are male, average age 46.2.

Fig. 02

Gender split

54.3%
Female
45.7%
Male
Demographic split for Kentucky Derby audience in United States
MetricValue
Female54.3%
Male45.7%
Average age46.2
Estimated audience size3,642,164
Fig. 03

Age distribution

Ø 46.2
average years
Age distribution of the Kentucky Derby audience in United States
Age bracketShare%
16-197%
20-2913%
30-3918%
40-4926%
50+36%
Fig. 04

Worldwide distribution

76.6%

of the worldwide Kentucky Derby audience comes from United States.

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

Fig. 05

Top regions by affinity

Kentucky Derby fans by region: top regions in United States
#RegionReachAffinity×
01Kentucky~100K2.99×
02Indiana~90K1.39×
03Connecticut~50K1.36×
04Ohio~100K1.31×
05Massachusetts~90K1.27×
06Nebraska~20K1.19×
07Pennsylvania~100K1.16×
08Colorado~70K1.15×
09Maine~10K1.15×
10Wisconsin~60K1.14×
11Rhode Island~10K1.13×
12Tennessee~80K1.11×
13Washington, District of Columbia~10K1.11×
14Vermont~7K1.11×
15Iowa~30K1.10×
16Delaware~10K1.10×
17New Hampshire~20K1.09×
18Minnesota~60K1.08×
19Montana~10K1.08×
20Illinois~100K1.06×
21Michigan~100K1.05×
22Missouri~60K1.04×
23South Carolina~60K1.04×
24West Virginia~20K1.04×
25North Dakota~8K1.02×
26Florida~200K1.01×
27North Carolina~100K1.01×
28Kansas~30K1.01×
29New York~200K0.99×
30Virginia~90K0.98×
31Louisiana~50K0.97×
32Alabama~50K0.94×
33South Dakota~8K0.93×
34New Jersey~80K0.90×
35Maryland~50K0.88×
36Oklahoma~30K0.85×
37Georgia~90K0.84×
38Mississippi~20K0.83×
39Arizona~60K0.82×
40Nevada~30K0.79×
41Arkansas~20K0.77×
42Oregon~30K0.76×
43New Mexico~10K0.75×
44Idaho~10K0.73×
45Alaska~6K0.73×
46Washington~50K0.72×
47Texas~200K0.69×
48Utah~20K0.65×
49California~200K0.59×
50Hawaii~9K0.55×
Fig. 06

Affinity by region

Affinity by region — Kentucky Derby, United States
0.55×1.00×2.99×
Section 04
Brands and entities this audience over-indexes on, vs. the country average.

Audience interests & affinities

The strongest cross-interests of the Kentucky Derby audience — brands, topics and people combined.

Fig. 07

Top cross-interests, ranked by affinity

Top brand affinities (over-index vs. country average) for Kentucky Derby audience
#·InterestCategoryAffinity×
01WDRB NewsMovies & TV47.41×
02Preakness StakesSports44.59×
03Louisville CardinalsSports42.06×
04Breeders' CupSports40.85×
05WHAS11 NewsMovies & TV40.33×
06Louisville Cardinals footballSports39.97×
07Equestrian vaultingSports26.04×
08Natural horsemanshipSports23.96×
09Classical dressageSports21.92×
10Harness racingSports20.20×
11MongoliaTravel & Leisure18.28×
12Equine therapyHealth13.48×
13Indiana Hoosiers footballSports10.36×
14Fox huntingSports9.52×
15Poultry farmingPolitics & Society8.02×
16Thomas MassiePolitics & Society7.45×
17KentuckyTravel & Leisure5.63×
18Anthony EdwardsMovies & TV5.48×
19Dick Van DykeMovies & TV5.47×
20MenardsHome & Garden5.29×
Section 05
Top six personality traits over-indexed by this audience (1.0 = country average).

Personality of the Kentucky Derby 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 Kentucky Derby audience · What stands out
TraitClusterDeviationScore
PatriotismCONSERVATISM2.63×
Need for SecurityCONSERVATISM2.23×
Community OrientationOPEN2.10×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Top personality traits over-indexed by Kentucky Derby audience · Rather not
TraitClusterDeviationScore
ExtroversionTHRILL0.84×
Early Adopter MentalityPOWER0.85×
Design AffinityPREMIUM0.89×
0×1.00× baseline2×
Section 06

Frequently asked questions

01

How many fans does Kentucky Derby have in United States?

Kentucky Derby has an estimated audience of 3,642,164 people in United States, concentrated in Florida and California.

02

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.

03

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.

04

Where do Kentucky Derby fans live in United States?

Kentucky Derby fans in United States are most concentrated in Florida (reach ~200K), California (reach ~200K), and Texas (reach ~200K). These three regions account for the largest share of the active audience.

05

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.

Appendix

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Related profiles, rankings and the same audience in other markets.

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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.

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