Morning Audience in United States

Morning logo

Morning has an estimated audience of 7,092,695 people in United States. 63.7% are female, 36.3% are male, average age 40.8. Top regions: California, Texas, Florida. Top brand affinities: Whataburger, Israel, Ken Burns, Jingoism, Throne of Glass.

The average Morning fan in United States is 40.8 years old, more female, and lives primarily in California. The audience is concentrated in California, Texas, Florida. Top brand affinities include Whataburger, Israel, Ken Burns, with strongest over-indexing on Whataburger (1.53× the country average). Demographically, the Morning audience skews more female with an average age of 40.8, and over-indexes on personality traits such as Need for Security, Patriotism. Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 50 regions tracked by Rascasse.

Category: Kids & Family · Type: Topic

Demographics of Morning fans

Demographic split for Morning audience in United States
MetricValue
Female63.7%
Male36.3%
Average age40.8
Estimated audience size7,092,695

Audience persona

The typical Morning fan in United States is more female, around 40.8 years old, with strong Need for Security tendencies and a notable affinity for Whataburger.

Top regions in United States

Top regions ranked by reach for Morning in United States
RegionReachAffinity
California869,7061.12×
Texas706,9071.16×
Florida590,4811.23×
New York474,2131.2×
Georgia273,7071.25×
Illinois257,3631.09×
Pennsylvania243,1561.02×
North Carolina239,0221.12×
Indiana236,8541.83×
Ohio225,7951.03×
Michigan197,8041.07×
Virginia197,0261.14×
New Jersey173,9630.96×
Tennessee149,0681.05×
Arizona143,3380.99×
Maryland139,2741.14×
Washington131,2390.92×
Massachusetts122,0150.87×
South Carolina115,8271.09×
Missouri111,3190.97×
Louisiana109,6291.2×
Alabama104,3151.05×
Colorado103,9290.93×
Wisconsin103,4860.97×
Minnesota90,7480.89×
Kentucky86,2150.97×
Oklahoma82,5251.05×
Oregon75,0360.92×
Nevada67,3190.98×
Mississippi67,0391.15×
Connecticut65,6020.92×
Arkansas59,7181.02×
Iowa54,5460.93×
Utah53,9870.85×
Kansas52,9290.95×
New Mexico39,5181.11×
Hawaii32,5921.07×
Nebraska30,6610.86×
Idaho30,6360.86×
West Virginia30,5370.92×
Maine24,3410.96×
New Hampshire21,9930.79×
Washington, District of Columbia21,8001.02×
Rhode Island18,8370.83×
Delaware17,5680.9×
Montana15,3490.78×
South Dakota12,9480.79×
North Dakota11,1580.77×
Alaska11,1360.73×
Vermont9,5590.77×

Top brand affinities

Brands and entities this audience over-indexes on, vs. the country average.

Top brand affinities (over-index vs. country average) for Morning audience
BrandAffinityCategory
Whataburger1.53×Food & Beverages
Israel1.77×Travel & Leisure
Ken Burns5.2×Movies & TV
Jingoism1.54×Politics & Society
Throne of Glass5.2×Literature
Unique Gifts1.6×Shopping
Goop3.33×Internet & Social Media
Governor of Michigan4.56×Politics & Society
Home Delivery1.9×Food & Beverages
Karbala5.2×Travel & Leisure
Birthday Gifts1.75×Kids & Family
JDSU1.55×Business & Career
Home staging2.6×Home & Garden
Hipster4.67×Politics & Society
Grinch1.94×Movies & TV
Hibachi3.71×Food & Beverages
Nebraska Cornhuskers football1.67×Sports
Corona (band)2.57×Music & Radio
Urban horticulture1.6×Home & Garden
Jeep Wagoneer2.52×Cars & Mobility

Psychographic profile

Top six personality traits over-indexed by this audience (1.0 = country average).

Top personality traits over-indexed by Morning audience
TraitClusterScore
Need for SecurityCONSERVATISM1.24
PatriotismCONSERVATISM1.23
Family OrientationCONSERVATISM1.22
Price SensitivityPREMIUM1.19
IndulgenceJOY1.16
TravellingTHRILL1.16

Worldwide distribution

Worldwide audience distribution share by country for Morning
CountryShare
United States27.6%
United Kingdom10.6%
Canada4.0%

See Morning audiences in other countries

More Kids & Family audiences in United States

Frequently asked questions

How many fans does Morning have in United States?

Morning has an estimated audience of 7,092,695 people in United States, concentrated in California and Texas.

What is the gender split and age of Morning fans?

63.7% of Morning fans are female, 36.3% are male, with an average age of 40.8 years.

Which brands do Morning fans like most?

Morning fans show strongest brand affinity for Whataburger (1.53×), Israel (1.77×), and Ken Burns (5.2×) over the country average.

Where do Morning fans live in United States?

Morning fans in United States are most concentrated in California (reach 869,706), Texas (reach 706,907), and Florida (reach 590,481). These three regions account for the largest share of the active audience.

What other brands do Morning fans also like?

Beyond Morning itself, the audience over-indexes on Israel (1.77×), Ken Burns (5.2×), Jingoism (1.54×), and Throne of Glass (5.2×) compared to the United States average.

How to read this data

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