Old Spice Audience in United States

Old Spice logo

Old Spice has an estimated audience of 1,098,362 people in United States. 26.5% are female, 73.5% are male, average age 35.0. Top regions: California, Texas, Florida. Top brand affinities: AutoZone, Casey, Video games, Movies, Computers.

The average Old Spice fan in United States is 35.0 years old, more male, and lives primarily in California. The audience is concentrated in California, Texas, Florida. Top brand affinities include AutoZone, Casey, Video games, with strongest over-indexing on AutoZone (2.86× the country average). Demographically, the Old Spice audience skews more male with an average age of 35.0, and over-indexes on personality traits such as LGBTQ+ Identity, Early Adopter Mentality. Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 50 regions tracked by Rascasse.

Category: Beauty & Wellness · Type: Brand · Subtype: Men care

Demographics of Old Spice fans

Demographic split for Old Spice audience in United States
MetricValue
Female26.5%
Male73.5%
Average age35.0
Estimated audience size1,098,362

Audience persona

The typical Old Spice fan in United States is more male, around 35.0 years old, with strong LGBTQ+ Identity tendencies and a notable affinity for AutoZone.

Top regions in United States

Top regions ranked by reach for Old Spice in United States
RegionReachAffinity
California155,2671.29×
Texas117,6281.25×
Florida74,7661.01×
New York69,9721.14×
Illinois39,0601.07×
Ohio38,7781.15×
Pennsylvania38,6261.04×
Georgia36,7211.09×
North Carolina34,4681.04×
New Jersey31,0631.11×
Virginia27,2391.02×
Michigan27,2120.95×
Tennessee23,6541.07×
Arizona23,5201.05×
Washington22,3871.02×
Indiana21,8751.09×
Massachusetts20,7070.96×
Maryland20,4511.08×
South Carolina17,9191.08×
Missouri17,7731×
Alabama17,0821.11×
Kentucky16,2371.18×
Colorado15,6600.9×
Louisiana15,4711.09×
Minnesota15,2220.97×
Wisconsin15,2120.92×
Oregon13,2041.05×
Oklahoma13,0581.07×
Utah11,6661.19×
Nevada11,0961.04×
Connecticut10,9941×
Kansas10,1341.17×
Iowa9,3171.03×
Mississippi9,1201.01×
Arkansas8,9550.99×
West Virginia5,7951.13×
Nebraska5,4750.99×
New Mexico5,3270.97×
Idaho5,1230.93×
Hawaii4,4350.94×
Maine3,4270.87×
New Hampshire3,3870.78×
Rhode Island3,3700.96×
Washington, District of Columbia2,7650.84×
Delaware2,5060.83×
Montana2,2840.75×
South Dakota2,0840.82×
North Dakota2,0290.9×
Alaska1,5570.66×
Vermont1,3760.71×

Top brand affinities

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

Top brand affinities (over-index vs. country average) for Old Spice audience
BrandAffinityCategory
AutoZone2.86×Cars & Mobility
Casey3.27×Music & Radio
Video games1.9×Games
Movies1.51×Movies & TV
Computers1.67×Technology & Electronics
Friends1.66×Movies & TV
Mobile game2.17×Games
Best Buy1.76×Shopping
GameStop2.56×Games
Google Maps1.7×Internet & Social Media
NFL Network2.26×Sports
T-Mobile1.69×Technology & Electronics
Peacemaker1.59×Movies & TV
Electronics1.77×Technology & Electronics
Onitsuka Tiger9.08×Fashion & Accessoires
DirecTV1.86×Movies & TV
Shower gel6.48×Beauty & Wellness
Google Drive1.65×Technology & Electronics
Eastern Time Zone1.6×Politics & Society
Godzilla2.04×Movies & TV

Psychographic profile

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

Top personality traits over-indexed by Old Spice audience
TraitClusterScore
LGBTQ+ IdentityOPEN1.8
Early Adopter MentalityPOWER1.39
Convenience OrientationPREMIUM1.28
ExtroversionTHRILL1.24
Social Media UsageJOY1.18
IndulgenceJOY1.13

Worldwide distribution

Worldwide audience distribution share by country for Old Spice
CountryShare
United States32.4%
Mexico6.0%
Germany4.7%

See Old Spice audiences in other countries

More Men care audiences in United States

Frequently asked questions

How many fans does Old Spice have in United States?

Old Spice has an estimated audience of 1,098,362 people in United States, concentrated in California and Texas.

What is the gender split and age of Old Spice fans?

26.5% of Old Spice fans are female, 73.5% are male, with an average age of 35.0 years.

Which brands do Old Spice fans like most?

Old Spice fans show strongest brand affinity for AutoZone (2.86×), Casey (3.27×), and Video games (1.9×) over the country average.

Where do Old Spice fans live in United States?

Old Spice fans in United States are most concentrated in California (reach 155,267), Texas (reach 117,628), and Florida (reach 74,766). These three regions account for the largest share of the active audience.

What other brands do Old Spice fans also like?

Beyond Old Spice itself, the audience over-indexes on Casey (3.27×), Video games (1.9×), Movies (1.51×), and Computers (1.67×) 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 Old Spice. 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.