Rascasse Audience Intelligence

Missouri River Audience in United States

A data profile of the people who buy, follow and care about Missouri River in United States — modelled from more than twelve digital signal sources. Missouri River has an estimated audience of 3,923,177 people in United States.

#5among River in United States#598among POI in United States#685in Travel & Leisure

The average Missouri River fan in United States is 40.4 years old, more female, and lives primarily in Missouri.

The audience is concentrated in Missouri, Texas, California.

Top brand affinities include St. Louis Cardinals, st louis blues, Sporting Kansas City, with strongest over-indexing on St. Louis Cardinals (5.03× the country average).

Demographically, the Missouri River audience skews more female with an average age of 40.4, and over-indexes on personality traits such as Community Orientation, Career Orientation.

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

The typical Missouri River fan in United States is more female, around 40.4 years old, with strong Community Orientation tendencies and a notable affinity for St. Louis Cardinals.

Category: Travel & Leisure · Type: POI · Subtype: River

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 Missouri River profile in United States.

Audience size
3.9M
in United States
Gender
56.6%♀
43.4% male
Age
40.4
average years
Country rank
#8163
POI 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 Missouri River fans

56.6% are female, 43.4% are male, average age 40.4.

Fig. 02

Gender split

56.6%
Female
43.4%
Male
Demographic split for Missouri River audience in United States
MetricValue
Female56.6%
Male43.4%
Average age40.4
Estimated audience size3,923,177
Fig. 03

Age distribution

Ø 40.4
average years
Age distribution of the Missouri River audience in United States
Age bracketShare%
16-1916%
20-2918%
30-3921%
40-4923%
50+21%
Fig. 04

Worldwide distribution

93.9%

of the worldwide Missouri River audience comes from United States.

Worldwide audience distribution share by country for Missouri River
CountryShare
United States93.9%
Mexico3.3%
Argentina1.1%
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 Missouri River audience in United States is strongest.

Fig. 05

Top regions by affinity

Missouri River fans by region: top regions in United States
#RegionReachAffinity×
01South Dakota~50K5.15×
02Montana~50K4.82×
03North Dakota~30K3.74×
04Missouri~200K3.52×
05Nebraska~60K2.93×
06Iowa~60K1.80×
07Kansas~50K1.76×
08Wyoming~8K1.40×
09Minnesota~70K1.27×
10Idaho~20K1.01×
11Arkansas~30K0.88×
12Utah~30K0.87×
13Colorado~50K0.85×
14Wisconsin~50K0.82×
15Alaska~7K0.80×
16Oklahoma~30K0.78×
17Illinois~100K0.75×
18Washington~60K0.75×
19Indiana~50K0.71×
20Louisiana~40K0.69×
21Mississippi~20K0.69×
22New Hampshire~10K0.69×
23Oregon~30K0.68×
24Maine~9K0.68×
25West Virginia~10K0.67×
26Kentucky~30K0.63×
27Tennessee~50K0.61×
28New Mexico~10K0.61×
29Texas~200K0.60×
30Washington, District of Columbia~7K0.60×
31Delaware~7K0.60×
32Virginia~60K0.59×
33Rhode Island~7K0.59×
34Pennsylvania~70K0.54×
35Michigan~60K0.54×
36Massachusetts~40K0.52×
37Hawaii~9K0.52×
38Ohio~60K0.51×
39Connecticut~20K0.50×
40Alabama~30K0.49×
41Arizona~40K0.48×
42South Carolina~30K0.48×
43Nevada~20K0.47×
44California~200K0.46×
45North Carolina~50K0.46×
46Georgia~50K0.45×
47New Jersey~40K0.44×
48Maryland~30K0.44×
49New York~80K0.38×
50Florida~100K0.37×
Fig. 06

Affinity by region

Affinity by region — Missouri River, United States
0.37×1.00×5.15×
Section 04
Brands and entities this audience over-indexes on, vs. the country average.

Audience interests & affinities

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

Fig. 07

Top cross-interests, ranked by affinity

Top brand affinities (over-index vs. country average) for Missouri River audience
#·InterestCategoryAffinity×
01Sporting Kansas CitySports14.24×
02st louis bluesSports12.60×
03St. Louis CardinalsSports5.03×
04Kansas City RoyalsSports4.28×
05Arizona CardinalsSports2.49×
06Kansas City ChiefsSports2.44×
07Non-alcoholic beverageFood & Beverages2.21×
08Rail transportTravel & Leisure2.02×
09Chicago CubsSports1.76×
10PubFood & Beverages1.76×
11Britney SpearsMusic & Radio1.70×
12Hardware storeHome & Garden1.68×
13Charitable organizationPolitics & Society1.67×
14Discount TireShopping1.60×
15Online newspaperNews1.59×
16Nonprofit organizationPolitics & Society1.58×
17SupermarketShopping1.57×
18ZooKids & Family1.53×
19Panera BreadFood & Beverages1.52×
20Veterinary medicineBusiness & Career1.50×
Section 05
Top six personality traits over-indexed by this audience (1.0 = country average).

Personality of the Missouri River 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 Missouri River audience · What stands out
TraitClusterDeviationScore
Community OrientationOPEN1.67×
Career OrientationPOWER1.63×
IndividualismJOY1.51×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Top personality traits over-indexed by Missouri River audience · Rather not
TraitClusterDeviationScore
SustainabilityBALANCE0.63×
Quality AwarenessPREMIUM0.65×
Luxury OrientationPREMIUM0.67×
0×1.00× baseline2×
Section 06

Frequently asked questions

01

How many fans does Missouri River have in United States?

Missouri River has an estimated audience of 3,923,177 people in United States, concentrated in Missouri and Texas.

02

What is the gender split and age of Missouri River fans?

56.6% of Missouri River fans are female, 43.4% are male, with an average age of 40.4 years.

03

Which brands do Missouri River fans like most?

Missouri River fans show strongest brand affinity for St. Louis Cardinals (5.03×), st louis blues (12.6×), and Sporting Kansas City (14.24×) over the country average.

04

Where do Missouri River fans live in United States?

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

05

What other brands do Missouri River fans also like?

Beyond Missouri River itself, the audience over-indexes on st louis blues (12.6×), Sporting Kansas City (14.24×), Nonprofit organization (1.58×), and Kansas City Chiefs (2.44×) compared to the United States average.

Appendix

Explore more audiences

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

More River audiences in United States

See Missouri River audiences in other countries

How to read this data

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

Scale & coverage
500,000+ ready-to-use audiences across 170+ countries

From global mass-market brands to niche local segments — explore the full library and see which intelligence layers are included.

See pricing →