Rascasse Audience Intelligence

Madison, Wisconsin Audience in United States

A data profile of the people who buy, follow and care about Madison, Wisconsin in United States — modelled from more than twelve digital signal sources. Madison, Wisconsin has an estimated audience of 4,125,024 people in United States.

#569among POI in United States#654in Travel & Leisure

The average Madison, Wisconsin fan in United States is 43.6 years old, more female, and lives primarily in Illinois.

The audience is concentrated in Illinois, Wisconsin, California.

Top brand affinities include Milwaukee Brewers, American Family Insurance, Mortgage loans, with strongest over-indexing on Milwaukee Brewers (7.25× the country average).

Demographically, the Madison, Wisconsin audience skews more female with an average age of 43.6, and over-indexes on personality traits such as Patriotism, Family Orientation.

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

The typical Madison, Wisconsin fan in United States is more female, around 43.6 years old, with strong Patriotism tendencies and a notable affinity for Milwaukee Brewers.

Category: Travel & Leisure · Type: POI

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 Madison, Wisconsin profile in United States.

Audience size
4.1M
in United States
Gender
55.7%♀
44.3% male
Age
43.6
average years
Country rank
#7852
POI in United States
Fig. 01

Search interest · 12-month trend

+10%
vs. last year
JanMarMayJulSepNov
Monthly searches · Source: Rascasse Audience Intelligence
Section 02

Demographics of Madison, Wisconsin fans

55.7% are female, 44.3% are male, average age 43.6.

Fig. 02

Gender split

55.7%
Female
44.3%
Male
Demographic split for Madison, Wisconsin audience in United States
MetricValue
Female55.7%
Male44.3%
Average age43.6
Estimated audience size4,125,024
Fig. 03

Age distribution

Ø 43.6
average years
Age distribution of the Madison, Wisconsin audience in United States
Age bracketShare%
16-1913%
20-2915%
30-3918%
40-4922%
50+32%
Fig. 04

Worldwide distribution

88.5%

of the worldwide Madison, Wisconsin audience comes from United States.

Worldwide audience distribution share by country for Madison, Wisconsin
CountryShare
United States88.5%
United Kingdom1.8%
Canada1.5%
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 Madison, Wisconsin audience in United States is strongest.

Fig. 05

Top regions by affinity

Madison, Wisconsin fans by region: top regions in United States
#RegionReachAffinity×
01Wisconsin~300K5.54×
02Iowa~100K3.09×
03Illinois~400K2.72×
04Minnesota~100K2.18×
05South Dakota~20K1.68×
06North Dakota~10K1.59×
07Nebraska~30K1.46×
08Indiana~100K1.31×
09Montana~10K1.10×
10Missouri~70K1.09×
11Michigan~100K1.08×
12Washington, District of Columbia~10K1.06×
13Kansas~30K1.04×
14Vermont~7K1.01×
15Colorado~60K0.91×
16Ohio~100K0.87×
17Alaska~7K0.85×
18Idaho~20K0.83×
19Utah~30K0.82×
20Massachusetts~70K0.81×
21Kentucky~40K0.80×
22Maine~10K0.80×
23Washington~60K0.77×
24Arkansas~30K0.77×
25Oregon~40K0.75×
26New Mexico~20K0.74×
27New Hampshire~10K0.74×
28Tennessee~60K0.73×
29Oklahoma~30K0.72×
30Rhode Island~9K0.72×
31Delaware~8K0.71×
32Virginia~70K0.70×
33Connecticut~30K0.70×
34West Virginia~10K0.68×
35New York~200K0.67×
36North Carolina~80K0.67×
37Arizona~60K0.67×
38Texas~200K0.66×
39Pennsylvania~90K0.64×
40Mississippi~20K0.64×
41Hawaii~10K0.64×
42Georgia~80K0.62×
43Alabama~40K0.62×
44South Carolina~40K0.61×
45Nevada~20K0.60×
46California~300K0.59×
47New Jersey~60K0.59×
48Maryland~40K0.59×
49Louisiana~30K0.58×
50Florida~100K0.54×
Fig. 06

Affinity by region

Affinity by region — Madison, Wisconsin, United States
0.54×1.00×5.54×
Section 04
Brands and entities this audience over-indexes on, vs. the country average.

Audience interests & affinities

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

Fig. 07

Top cross-interests, ranked by affinity

Top brand affinities (over-index vs. country average) for Madison, Wisconsin audience
#·InterestCategoryAffinity×
01American Cruise LinesTravel & Leisure13.94×
02American Family InsuranceBusiness & Career13.82×
03University of Wisconsin–MadisonBusiness & Career10.70×
04Property insuranceHome & Garden10.32×
05Wisconsin Badgers footballSports8.11×
06Milwaukee BrewersSports7.25×
07Kwik TripShopping6.21×
08Weather forecastingHome & Garden3.68×
09QuikTripShopping3.60×
10FedExBusiness & Career3.29×
11American ExpressBusiness & Career3.15×
12QVCMovies & TV3.15×
13Renewable energyBusiness & Career2.95×
14Mortgage loansBusiness & Career2.73×
15Solar energyHome & Garden2.56×
16Discount storesShopping2.21×
17AirbnbTravel & Leisure1.89×
18PinterestInternet & Social Media1.82×
19Planet FitnessSports1.70×
20BarbecueFood & Beverages1.60×
Section 05
Top six personality traits over-indexed by this audience (1.0 = country average).

Personality of the Madison, Wisconsin 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 Madison, Wisconsin audience · What stands out
TraitClusterDeviationScore
PatriotismCONSERVATISM1.91×
Family OrientationCONSERVATISM1.89×
Convenience OrientationPREMIUM1.85×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Top personality traits over-indexed by Madison, Wisconsin audience · Rather not
TraitClusterDeviationScore
Luxury OrientationPREMIUM0.73×
Healthy LifestyleBALANCE0.85×
MindfulnessBALANCE0.88×
0×1.00× baseline2×
Section 06

Frequently asked questions

01

How many fans does Madison, Wisconsin have in United States?

Madison, Wisconsin has an estimated audience of 4,125,024 people in United States, concentrated in Illinois and Wisconsin.

02

What is the gender split and age of Madison, Wisconsin fans?

55.7% of Madison, Wisconsin fans are female, 44.3% are male, with an average age of 43.6 years.

03

Which brands do Madison, Wisconsin fans like most?

Madison, Wisconsin fans show strongest brand affinity for Milwaukee Brewers (7.25×), American Family Insurance (13.82×), and Mortgage loans (2.73×) over the country average.

04

Where do Madison, Wisconsin fans live in United States?

Madison, Wisconsin fans in United States are most concentrated in Illinois (reach ~400K), Wisconsin (reach ~300K), and California (reach ~300K). These three regions account for the largest share of the active audience.

05

What other brands do Madison, Wisconsin fans also like?

Beyond Madison, Wisconsin itself, the audience over-indexes on American Family Insurance (13.82×), Mortgage loans (2.73×), FedEx (3.29×), and Kwik Trip (6.21×) compared to the United States average.

Appendix

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How to read this data

Audience size is the estimated number of people in United States who actively search for Madison, Wisconsin. 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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