Rascasse Audience Intelligence

National Hispanic Heritage Month Audience in United States

A data profile of the people who buy, follow and care about National Hispanic Heritage Month in United States — modelled from more than twelve digital signal sources. National Hispanic Heritage Month has an estimated audience of 1,948,482 people in United States.

#174among Event in United States#917in Politics & Society

The average National Hispanic Heritage Month fan in United States is 34.1 years old, balanced, and lives primarily in California.

The audience is concentrated in California, Texas, Florida.

Top brand affinities include Colorado Rockies, Jessica Alba, Atlético Madrid, with strongest over-indexing on Colorado Rockies (31.67× the country average).

Demographically, the National Hispanic Heritage Month audience skews balanced with an average age of 34.1, and over-indexes on personality traits such as Career Orientation, Indulgence.

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

The typical National Hispanic Heritage Month fan in United States is balanced, around 34.1 years old, with strong Career Orientation tendencies and a notable affinity for Colorado Rockies.

Category: Politics & Society · Type: Event

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 National Hispanic Heritage Month profile in United States.

Audience size
1.9M
in United States
Gender
51.8%♀
48.2% male
Age
34.1
average years
Country rank
#14535
Event in United States
Fig. 01

Search interest · 12-month trend

-9%
vs. last year
JanMarMayJulSepNov
Monthly searches · Source: Rascasse Audience Intelligence
Section 02

Demographics of National Hispanic Heritage Month fans

51.8% are female, 48.2% are male, average age 34.1.

Fig. 02

Gender split

51.8%
Female
48.2%
Male
Demographic split for National Hispanic Heritage Month audience in United States
MetricValue
Female51.8%
Male48.2%
Average age34.1
Estimated audience size1,948,482
Fig. 03

Age distribution

Ø 34.1
average years
Age distribution of the National Hispanic Heritage Month audience in United States
Age bracketShare%
16-1926%
20-2930%
30-3920%
40-4913%
50+11%
Fig. 04

Worldwide distribution

95.0%

of the worldwide National Hispanic Heritage Month audience comes from United States.

Worldwide audience distribution share by country for National Hispanic Heritage Month
CountryShare
United States95.0%
Spain0.9%
China0.6%
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 National Hispanic Heritage Month audience in United States is strongest.

Fig. 05

Top regions by affinity

National Hispanic Heritage Month fans by region: top regions in United States
#RegionReachAffinity×
01Washington, District of Columbia~10K2.31×
02Texas~300K1.91×
03California~300K1.62×
04Florida~200K1.62×
05Illinois~100K1.54×
06New York~200K1.53×
07Georgia~90K1.53×
08Maryland~50K1.52×
09New Jersey~70K1.44×
10North Carolina~80K1.37×
11Connecticut~30K1.35×
12Virginia~60K1.34×
13Nevada~20K1.24×
14Arizona~50K1.19×
15Arkansas~20K1.17×
16South Carolina~30K1.14×
17Delaware~6K1.10×
18Massachusetts~40K1.09×
19New Mexico~10K1.06×
20Oklahoma~20K1.03×
21Washington~40K1.01×
22Louisiana~30K1.01×
23Kansas~20K1.01×
24Tennessee~40K0.99×
25Indiana~40K0.99×
26Oregon~20K0.99×
27Colorado~30K0.98×
28Alabama~30K0.98×
29Pennsylvania~60K0.94×
30Rhode Island~6K0.92×
31Nebraska~9K0.89×
32Wisconsin~30K0.88×
33Missouri~30K0.84×
34Kentucky~20K0.80×
35Mississippi~10K0.80×
36Ohio~50K0.78×
37Michigan~40K0.76×
38Alaska~3K0.74×
39Minnesota~20K0.73×
40Iowa~10K0.70×
41Vermont~2K0.68×
42Utah~10K0.67×
43North Dakota~3K0.64×
44Hawaii~5K0.63×
45South Dakota~3K0.62×
46Idaho~6K0.61×
47New Hampshire~5K0.59×
48West Virginia~5K0.57×
49Maine~4K0.57×
50Montana~3K0.57×
Fig. 06

Affinity by region

Affinity by region — National Hispanic Heritage Month, United States
0.57×1.00×2.31×
Section 04
Brands and entities this audience over-indexes on, vs. the country average.

Audience interests & affinities

The strongest cross-interests of the National Hispanic Heritage Month audience — brands, topics and people combined.

Fig. 07

Top cross-interests, ranked by affinity

Top brand affinities (over-index vs. country average) for National Hispanic Heritage Month audience
#·InterestCategoryAffinity×
01Dynamo DresdenSports38.13×
02Colorado RockiesSports31.67×
03Jessica AlbaMovies & TV11.11×
04Atlético MadridSports10.48×
05San Diego PadresSports5.08×
06Paris Saint-GermainSports5.02×
07White wineFood & Beverages4.37×
08La LigaSports4.32×
09Milwaukee BrewersSports4.25×
10Red wineFood & Beverages4.01×
11Pittsburgh PiratesSports3.86×
12Liga MXSports3.66×
13Las Vegas RaidersSports3.52×
14Non-alcoholic beverageFood & Beverages3.44×
15Detroit TigersSports3.05×
16Las VegasTravel & Leisure2.38×
17Real Madrid C.F.Sports2.10×
18The UPS StoreShopping2.06×
19FIFA World CupSports1.80×
20T-MobileTechnology & Electronics1.63×
Section 05
Top six personality traits over-indexed by this audience (1.0 = country average).

Personality of the National Hispanic Heritage Month 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 National Hispanic Heritage Month audience · What stands out
TraitClusterDeviationScore
Career OrientationPOWER1.41×
IndulgenceJOY1.39×
Convenience OrientationPREMIUM1.37×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Top personality traits over-indexed by National Hispanic Heritage Month audience · Rather not
TraitClusterDeviationScore
Pet OwnershipJOY0.58×
Early Adopter MentalityPOWER0.64×
Luxury OrientationPREMIUM0.69×
0×1.00× baseline2×
Section 06

Frequently asked questions

01

How many fans does National Hispanic Heritage Month have in United States?

National Hispanic Heritage Month has an estimated audience of 1,948,482 people in United States, concentrated in California and Texas.

02

What is the gender split and age of National Hispanic Heritage Month fans?

51.8% of National Hispanic Heritage Month fans are female, 48.2% are male, with an average age of 34.1 years.

03

Which brands do National Hispanic Heritage Month fans like most?

National Hispanic Heritage Month fans show strongest brand affinity for Colorado Rockies (31.67×), Jessica Alba (11.11×), and Atlético Madrid (10.48×) over the country average.

04

Where do National Hispanic Heritage Month fans live in United States?

National Hispanic Heritage Month fans in United States are most concentrated in California (reach ~300K), Texas (reach ~300K), and Florida (reach ~200K). These three regions account for the largest share of the active audience.

05

What other brands do National Hispanic Heritage Month fans also like?

Beyond National Hispanic Heritage Month itself, the audience over-indexes on Jessica Alba (11.11×), Atlético Madrid (10.48×), Milwaukee Brewers (4.25×), and FIFA World Cup (1.8×) compared to the United States average.

Appendix

Explore more audiences

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

More Politics & Society audiences in United States

See National Hispanic Heritage Month audiences in other countries

How to read this data

Audience size is the estimated number of people in United States who actively search for National Hispanic Heritage Month. 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 200+ countries

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

See pricing →