Rascasse Audience Intelligence

Local news Audience in United States

A data profile of the people who buy, follow and care about Local news in United States — modelled from more than twelve digital signal sources. Local news has an estimated audience of 56,647,458 people in United States.

#243among Topic in United States#2in News

The average Local news fan in United States is 44.7 years old, balanced, and lives primarily in California.

The audience is concentrated in California, Florida, Texas.

Top brand affinities include Nancy Mace, Google News, Lindsey Graham, with strongest over-indexing on Nancy Mace (2.6× the country average).

Demographically, the Local news audience skews balanced with an average age of 44.7, and over-indexes on personality traits such as Need for Security, Family Orientation.

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

The typical Local news fan in United States is balanced, around 44.7 years old, with strong Need for Security tendencies and a notable affinity for Nancy Mace.

Category: News · Type: Topic

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 Local news profile in United States.

Audience size
56.6M
in United States
Gender
53.3%♀
46.7% male
Age
44.7
average years
Country rank
#332
Topic in United States
Fig. 01

Search interest · 12-month trend

-21%
vs. last year
JanMarMayJulSepNov
Monthly searches · Source: Rascasse Audience Intelligence
Section 02

Demographics of Local news fans

53.3% are female, 46.7% are male, average age 44.7.

Fig. 02

Gender split

53.3%
Female
46.7%
Male
Demographic split for Local news audience in United States
MetricValue
Female53.3%
Male46.7%
Average age44.7
Estimated audience size56,647,458
Fig. 03

Age distribution

Ø 44.7
average years
Age distribution of the Local news audience in United States
Age bracketShare%
16-199%
20-2915%
30-3919%
40-4924%
50+33%
Fig. 04

Worldwide distribution

34.1%

of the worldwide Local news audience comes from United States.

Worldwide audience distribution share by country for Local news
CountryShare
United States34.1%
India8.0%
United Kingdom6.4%
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 Local news audience in United States is strongest.

Fig. 05

Top regions by affinity

Local news fans by region: top regions in United States
#RegionReachAffinity×
01Maine~400K1.76×
02Vermont~200K1.64×
03Oregon~1M1.54×
04Montana~200K1.48×
05Idaho~400K1.46×
06South Carolina~1M1.45×
07Rhode Island~300K1.43×
08West Virginia~400K1.38×
09Pennsylvania~2.5M1.25×
10Ohio~2M1.24×
11Minnesota~1M1.18×
12Nevada~600K1.15×
13Michigan~1.5M1.12×
14Washington~1.5M1.12×
15Kentucky~800K1.12×
16Wyoming~90K1.11×
17Wisconsin~900K1.10×
18Kansas~500K1.10×
19New Mexico~300K1.09×
20Florida~4M1.08×
21Massachusetts~1M1.08×
22Nebraska~300K1.07×
23South Dakota~100K1.05×
24Arkansas~500K1.03×
25Indiana~1M1.02×
26Connecticut~600K1.00×
27Missouri~900K0.96×
28Alabama~700K0.93×
29North Dakota~100K0.92×
30Tennessee~1M0.87×
31Delaware~100K0.87×
32Virginia~1M0.86×
33Arizona~1M0.86×
34Colorado~800K0.85×
35North Carolina~1.5M0.83×
36New Hampshire~200K0.83×
37California~5M0.82×
38Mississippi~400K0.80×
39Louisiana~600K0.78×
40Iowa~400K0.78×
41Hawaii~200K0.78×
42Utah~400K0.76×
43New York~2.5M0.72×
44Oklahoma~400K0.68×
45Maryland~600K0.66×
46Georgia~1M0.65×
47Alaska~80K0.65×
48Illinois~1M0.64×
49Texas~3M0.61×
50New Jersey~800K0.53×
Fig. 06

Affinity by region

Affinity by region — Local news, United States
0.53×1.00×1.76×
Section 04
Brands and entities this audience over-indexes on, vs. the country average.

Audience interests & affinities

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

Fig. 07

Top cross-interests, ranked by affinity

Top brand affinities (over-index vs. country average) for Local news audience
#·InterestCategoryAffinity×
01Jayne MansfieldFashion & Accessoires3.80×
02Home Alone (franchise)Movies & TV3.60×
03Jerry LewisMovies & TV3.54×
04Google ImagesInternet & Social Media2.92×
05Google NewsNews2.87×
06Bob Evans (musician)Music & Radio2.78×
07Nancy MacePolitics & Society2.60×
08Love's Travel Stops & Country StoresShopping2.38×
09LabCorpHealth2.23×
10Medicare (United States)Health2.17×
11ParisTravel & Leisure2.00×
12Retirement communityKids & Family1.91×
13Lindsey GrahamPolitics & Society1.80×
14RetirementBusiness & Career1.80×
15Old agePolitics & Society1.78×
16Savannah GuthrieMovies & TV1.65×
17Breaking newsMovies & TV1.59×
18Credit KarmaBusiness & Career1.56×
19Freight transportCars & Mobility1.50×
20Life insuranceBusiness & Career1.50×
Section 05
Top six personality traits over-indexed by this audience (1.0 = country average).

Personality of the Local news 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 Local news audience · What stands out
TraitClusterDeviationScore
Need for SecurityCONSERVATISM1.11×
Family OrientationCONSERVATISM0.93×
Price SensitivityPREMIUM0.87×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Top personality traits over-indexed by Local news audience · Rather not
TraitClusterDeviationScore
SustainabilityBALANCE0.43×
Early Adopter MentalityPOWER0.45×
Design AffinityPREMIUM0.47×
0×1.00× baseline2×
Section 06

Frequently asked questions

01

How many fans does Local news have in United States?

Local news has an estimated audience of 56,647,458 people in United States, concentrated in California and Florida.

02

What is the gender split and age of Local news fans?

53.3% of Local news fans are female, 46.7% are male, with an average age of 44.7 years.

03

Which brands do Local news fans like most?

Local news fans show strongest brand affinity for Nancy Mace (2.6×), Google News (2.87×), and Lindsey Graham (1.8×) over the country average.

04

Where do Local news fans live in United States?

Local news fans in United States are most concentrated in California (reach ~5M), Florida (reach ~4M), and Texas (reach ~3M). These three regions account for the largest share of the active audience.

05

What other brands do Local news fans also like?

Beyond Local news itself, the audience over-indexes on Google News (2.87×), Lindsey Graham (1.8×), Breaking news (1.59×), and LabCorp (2.23×) compared to the United States average.

Appendix

Explore more audiences

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

More News audiences in United States

See Local news audiences in other countries

How to read this data

Audience size is the estimated number of people in United States who actively search for Local news. 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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