Rascasse Audience Intelligence

Michigan Wolverines football Audience in United States

A data profile of the people who buy, follow and care about Michigan Wolverines football in United States — modelled from more than twelve digital signal sources. Michigan Wolverines football has an estimated audience of 5,310,266 people in United States.

#87among American football in United States#136among Team in United States#544in Sports

The average Michigan Wolverines football fan in United States is 39.1 years old, more male, and lives primarily in Michigan.

The audience is concentrated in Michigan, Ohio, Florida.

Top brand affinities include Firestone Complete Auto Care, Michigan State Spartans football, Florida State Seminoles football, with strongest over-indexing on Firestone Complete Auto Care (21.92× the country average).

Demographically, the Michigan Wolverines football audience skews more male with an average age of 39.1, and over-indexes on personality traits such as Early Adopter Mentality, Sports Activity.

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

The typical Michigan Wolverines football fan in United States is more male, around 39.1 years old, with strong Early Adopter Mentality tendencies and a notable affinity for Firestone Complete Auto Care.

Category: Sports · Type: Team · Subtype: American football

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 Michigan Wolverines football profile in United States.

Audience size
5.3M
in United States
Gender
32.4%♀
67.6% male
Age
39.1
average years
Country rank
#6325
Team in United States
Fig. 01

Search interest · 12-month trend

-40%
vs. last year
JanMarMayJulSepNov
Monthly searches · Source: Rascasse Audience Intelligence
Section 02

Demographics of Michigan Wolverines football fans

32.4% are female, 67.6% are male, average age 39.1.

Fig. 02

Gender split

32.4%
Female
67.6%
Male
Demographic split for Michigan Wolverines football audience in United States
MetricValue
Female32.4%
Male67.6%
Average age39.1
Estimated audience size5,310,266
Fig. 03

Age distribution

Ø 39.1
average years
Age distribution of the Michigan Wolverines football audience in United States
Age bracketShare%
16-1925%
20-2916%
30-3916%
40-4920%
50+23%
Fig. 04

Worldwide distribution

93.2%

of the worldwide Michigan Wolverines football audience comes from United States.

Worldwide audience distribution share by country for Michigan Wolverines football
CountryShare
United States93.2%
Canada2.0%
United Kingdom1.5%
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 Michigan Wolverines football audience in United States is strongest.

Fig. 05

Top regions by affinity

Michigan Wolverines football fans by region: top regions in United States
#RegionReachAffinity×
01Michigan~1.5M11.84×
02Ohio~700K4.27×
03Indiana~200K1.83×
04Nebraska~40K1.64×
05Alabama~100K1.43×
06Tennessee~100K1.14×
07South Carolina~90K1.06×
08Iowa~50K1.06×
09Georgia~200K0.97×
10Kentucky~60K0.96×
11South Dakota~10K0.92×
12West Virginia~20K0.91×
13Florida~300K0.90×
14Arizona~90K0.85×
15Mississippi~40K0.85×
16Illinois~200K0.84×
17Oklahoma~50K0.82×
18Wyoming~6K0.81×
19Montana~10K0.76×
20Oregon~50K0.75×
21Kansas~30K0.73×
22Idaho~20K0.73×
23Pennsylvania~100K0.71×
24North Carolina~100K0.71×
25Nevada~40K0.70×
26Virginia~90K0.68×
27Arkansas~30K0.68×
28Wisconsin~50K0.67×
29Louisiana~50K0.67×
30North Dakota~7K0.63×
31Colorado~50K0.62×
32New Mexico~20K0.60×
33Texas~300K0.59×
34Hawaii~10K0.58×
35Missouri~50K0.56×
36Maryland~50K0.55×
37Washington, District of Columbia~9K0.55×
38Delaware~8K0.54×
39Alaska~6K0.54×
40Washington~60K0.52×
41Minnesota~40K0.52×
42Utah~20K0.51×
43Connecticut~30K0.48×
44New Hampshire~10K0.47×
45Maine~8K0.43×
46New Jersey~60K0.41×
47Rhode Island~7K0.41×
48California~200K0.39×
49New York~100K0.39×
50Massachusetts~40K0.38×
Fig. 06

Affinity by region

Affinity by region — Michigan Wolverines football, United States
0.38×1.00×11.84×
Section 04
Brands and entities this audience over-indexes on, vs. the country average.

Audience interests & affinities

The strongest cross-interests of the Michigan Wolverines football audience — brands, topics and people combined.

Fig. 07

Top cross-interests, ranked by affinity

Top brand affinities (over-index vs. country average) for Michigan Wolverines football audience
#·InterestCategoryAffinity×
01Firestone Complete Auto CareCars & Mobility21.92×
02african fashionFashion & Accessoires21.24×
03Taken (TV miniseries)Movies & TV20.84×
04Michigan WolverinesSports18.52×
05Michigan State Spartans footballSports15.84×
06Jim HarbaughSports15.26×
07Minnesota Golden Gophers footballSports13.36×
08Oregon Ducks footballSports13.07×
09Ohio State Buckeyes footballSports10.60×
10Florida State Seminoles footballSports10.36×
11Florida Gators footballSports9.65×
12Texas A&M Aggies footballSports8.01×
13Clemson Tigers footballSports7.48×
14Indiana Hoosiers footballSports7.31×
15LSU Tigers footballSports6.85×
16Detroit LionsSports5.54×
17Pittsburgh SteelersSports3.98×
18Green Bay PackersSports3.95×
19Chicago BearsSports3.92×
20NFLSports2.34×
Section 05
Top six personality traits over-indexed by this audience (1.0 = country average).

Personality of the Michigan Wolverines football 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 Michigan Wolverines football audience · What stands out
TraitClusterDeviationScore
Early Adopter MentalityPOWER1.10×
Sports ActivityPOWER1.09×
Pet OwnershipJOY1.08×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Top personality traits over-indexed by Michigan Wolverines football audience · Rather not
TraitClusterDeviationScore
TraditionCONSERVATISM0.71×
CreativityOPEN0.75×
Community OrientationOPEN0.76×
0×1.00× baseline2×
Section 06

Frequently asked questions

01

How many fans does Michigan Wolverines football have in United States?

Michigan Wolverines football has an estimated audience of 5,310,266 people in United States, concentrated in Michigan and Ohio.

02

What is the gender split and age of Michigan Wolverines football fans?

32.4% of Michigan Wolverines football fans are female, 67.6% are male, with an average age of 39.1 years.

03

Which brands do Michigan Wolverines football fans like most?

Michigan Wolverines football fans show strongest brand affinity for Firestone Complete Auto Care (21.92×), Michigan State Spartans football (15.84×), and Florida State Seminoles football (10.36×) over the country average.

04

Where do Michigan Wolverines football fans live in United States?

Michigan Wolverines football fans in United States are most concentrated in Michigan (reach ~1.5M), Ohio (reach ~700K), and Florida (reach ~300K). These three regions account for the largest share of the active audience.

05

What other brands do Michigan Wolverines football fans also like?

Beyond Michigan Wolverines football itself, the audience over-indexes on Michigan State Spartans football (15.84×), Florida State Seminoles football (10.36×), NFL (2.34×), and Ohio State Buckeyes football (10.6×) compared to the United States average.

Appendix

Explore more audiences

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

More American football audiences in United States

See Michigan Wolverines football audiences in other countries

How to read this data

Audience size is the estimated number of people in United States who actively search for Michigan Wolverines football. 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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