Rascasse Audience Intelligence

Mass media Audience in United States

A data profile of the people who buy, follow and care about Mass media in United States — modelled from more than twelve digital signal sources. Mass media has an estimated audience of 29,488,186 people in United States.

#56among Lifestyle cluster in United States#662among Topic in United States#124in Business & Career

The average Mass media fan in United States is 41.7 years old, balanced, and lives primarily in California.

The audience is concentrated in California, Texas, Florida.

Top brand affinities include Mortgage loans, FedEx, McDonald's, with strongest over-indexing on Mortgage loans (2.26× the country average).

Demographically, the Mass media audience skews balanced with an average age of 41.7, and over-indexes on personality traits such as Convenience Orientation, Family Orientation.

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

The typical Mass media fan in United States is balanced, around 41.7 years old, with strong Convenience Orientation tendencies and a notable affinity for Mortgage loans.

Category: Business & Career · Type: Topic · Subtype: Lifestyle cluster

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 Mass media profile in United States.

Audience size
29.5M
in United States
Gender
52.6%♀
47.4% male
Age
41.7
average years
Country rank
#954
Topic in United States
Fig. 01

Search interest · 12-month trend

-11%
vs. last year
JanMarMayJulSepNov
Monthly searches · Source: Rascasse Audience Intelligence
Section 02

Demographics of Mass media fans

52.6% are female, 47.4% are male, average age 41.7.

Fig. 02

Gender split

52.6%
Female
47.4%
Male
Demographic split for Mass media audience in United States
MetricValue
Female52.6%
Male47.4%
Average age41.7
Estimated audience size29,488,186
Fig. 03

Age distribution

Ø 41.7
average years
Age distribution of the Mass media audience in United States
Age bracketShare%
16-1915%
20-2917%
30-3919%
40-4921%
50+27%
Fig. 04

Worldwide distribution

20.1%

of the worldwide Mass media audience comes from United States.

Worldwide audience distribution share by country for Mass media
CountryShare
United States20.1%
India4.9%
Brazil4.2%
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 Mass media audience in United States is strongest.

Fig. 05

Top regions by affinity

Mass media fans by region: top regions in United States
#RegionReachAffinity×
01Alabama~700K1.60×
02Virginia~1M1.59×
03Iowa~300K1.39×
04Nebraska~200K1.31×
05South Carolina~600K1.30×
06Kentucky~400K1.18×
07Nevada~300K1.18×
08Pennsylvania~1M1.17×
09Arkansas~300K1.17×
10Massachusetts~700K1.15×
11Kansas~300K1.13×
12California~3.5M1.10×
13Texas~3M1.09×
14West Virginia~100K1.09×
15Michigan~800K1.08×
16North Carolina~900K1.07×
17Maryland~500K1.06×
18North Dakota~60K1.06×
19Georgia~900K1.04×
20Missouri~500K1.04×
21Washington, District of Columbia~90K1.04×
22Oklahoma~300K1.03×
23Mississippi~200K1.02×
24Alaska~60K1.01×
25South Dakota~70K1.00×
26Florida~2M0.98×
27Rhode Island~90K0.98×
28New York~1.5M0.97×
29Vermont~50K0.97×
30Minnesota~400K0.95×
31New Mexico~100K0.95×
32Idaho~100K0.95×
33New Jersey~700K0.93×
34Maine~100K0.93×
35Montana~80K0.93×
36Delaware~80K0.93×
37Arizona~600K0.92×
38Illinois~900K0.91×
39Louisiana~300K0.90×
40Hawaii~100K0.90×
41Tennessee~500K0.89×
42Indiana~500K0.89×
43Connecticut~300K0.89×
44Ohio~800K0.88×
45New Hampshire~100K0.88×
46Colorado~400K0.86×
47Washington~500K0.85×
48Wisconsin~400K0.85×
49Utah~200K0.81×
50Oregon~300K0.78×
Fig. 06

Affinity by region

Affinity by region — Mass media, United States
0.78×1.00×1.60×
Section 04
Brands and entities this audience over-indexes on, vs. the country average.

Audience interests & affinities

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

Fig. 07

Top cross-interests, ranked by affinity

Top brand affinities (over-index vs. country average) for Mass media audience
#·InterestCategoryAffinity×
01FedExBusiness & Career2.52×
02Renewable energyBusiness & Career2.52×
03First class travelTravel & Leisure2.52×
04Sustainable energyHome & Garden2.52×
05QVCMovies & TV2.52×
06Mortgage loansBusiness & Career2.26×
07Diane KeatonMovies & TV2.19×
08InnovationBusiness & Career2.11×
09TV game showsMovies & TV2.07×
10Discount storesShopping2.03×
11Shopping mallsShopping1.86×
12Real propertyHome & Garden1.85×
13SubwayFood & Beverages1.84×
14RedditInternet & Social Media1.72×
15McDonald'sFood & Beverages1.69×
16TV talkshowsMovies & TV1.69×
17TMZInternet & Social Media1.61×
18IKEAHome & Garden1.56×
19Organic foodFood & Beverages1.53×
20Pizza HutFood & Beverages1.50×
Section 05
Top six personality traits over-indexed by this audience (1.0 = country average).

Personality of the Mass media 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 Mass media audience · What stands out
TraitClusterDeviationScore
Convenience OrientationPREMIUM1.46×
Family OrientationCONSERVATISM1.35×
Quality AwarenessPREMIUM1.31×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Top personality traits over-indexed by Mass media audience · Rather not
TraitClusterDeviationScore
Design AffinityPREMIUM0.92×
Luxury OrientationPREMIUM0.93×
Pet OwnershipJOY0.94×
0×1.00× baseline2×
Section 06

Frequently asked questions

01

How many fans does Mass media have in United States?

Mass media has an estimated audience of 29,488,186 people in United States, concentrated in California and Texas.

02

What is the gender split and age of Mass media fans?

52.6% of Mass media fans are female, 47.4% are male, with an average age of 41.7 years.

03

Which brands do Mass media fans like most?

Mass media fans show strongest brand affinity for Mortgage loans (2.26×), FedEx (2.52×), and McDonald's (1.69×) over the country average.

04

Where do Mass media fans live in United States?

Mass media fans in United States are most concentrated in California (reach ~3.5M), Texas (reach ~3M), and Florida (reach ~2M). These three regions account for the largest share of the active audience.

05

What other brands do Mass media fans also like?

Beyond Mass media itself, the audience over-indexes on FedEx (2.52×), McDonald's (1.69×), Subway (1.84×), and Reddit (1.72×) compared to the United States average.

Appendix

Explore more audiences

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

More Lifestyle cluster audiences in United States

See Mass media audiences in other countries

How to read this data

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