Rascasse Audience Intelligence

ProPublica Target Market in United States

A data profile of the people who buy, follow and care about ProPublica in United States — modelled from more than twelve digital signal sources. ProPublica has an estimated audience of 622,054 people in United States.

#70among Charity in United States#3313among Brand in United States#1854in Politics & Society

The average ProPublica fan in United States is 42.4 years old, more female, and lives primarily in California.

The audience is concentrated in California, New York, Texas.

Top brand affinities include Sustainable energy, Biohacking, Renewable energy, with strongest over-indexing on Sustainable energy (16.98× the country average).

Demographically, the ProPublica audience skews more female with an average age of 42.4, and over-indexes on personality traits such as Sustainability, Individualism.

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

The typical ProPublica fan in United States is more female, around 42.4 years old, with strong Sustainability tendencies and a notable affinity for Sustainable energy.

Category: Politics & Society · Type: Brand · Subtype: Charity

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 ProPublica profile in United States.

Audience size
622K
in United States
Gender
55.2%♀
44.8% male
Age
42.4
average years
Country rank
#32108
Brand in United States
Fig. 01

Search interest · 12-month trend

-10%
vs. last year
JanMarMayJulSepNov
Monthly searches · Source: Rascasse Audience Intelligence
Section 02

Customer demographics of ProPublica

55.2% are female, 44.8% are male, average age 42.4.

Fig. 02

Gender split

55.2%
Female
44.8%
Male
Demographic split for ProPublica audience in United States
MetricValue
Female55.2%
Male44.8%
Average age42.4
Estimated audience size622,054
Fig. 03

Age distribution

Ø 42.4
average years
Age distribution of the ProPublica audience in United States
Age bracketShare%
16-199%
20-2920%
30-3925%
40-4921%
50+26%
Fig. 04

Worldwide distribution

82.7%

of the worldwide ProPublica audience comes from United States.

Worldwide audience distribution share by country for ProPublica
CountryShare
United States82.7%
Canada4.4%
United Kingdom2.2%
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 ProPublica audience in United States is strongest.

Fig. 05

Top regions by affinity

ProPublica customers by region in United States
#RegionReachAffinity×
01Washington, District of Columbia~6K3.37×
02Vermont~2K1.84×
03Montana~3K1.73×
04Oregon~10K1.72×
05Maine~4K1.63×
06Massachusetts~20K1.42×
07Alaska~2K1.40×
08Washington~20K1.39×
09Minnesota~10K1.37×
10New Mexico~4K1.32×
11New York~40K1.23×
12Maryland~10K1.23×
13New Hampshire~3K1.22×
14Delaware~2K1.22×
15Rhode Island~2K1.20×
16Virginia~20K1.17×
17Colorado~10K1.16×
18South Dakota~2K1.06×
19Connecticut~7K1.05×
20Wisconsin~10K1.03×
21Illinois~20K1.02×
22Pennsylvania~20K0.94×
23California~60K0.87×
24Hawaii~2K0.87×
25Iowa~5K0.86×
26Missouri~9K0.85×
27Nebraska~3K0.85×
28Idaho~3K0.84×
29North Carolina~20K0.82×
30New Jersey~10K0.82×
31Kansas~4K0.82×
32Michigan~10K0.80×
33Ohio~20K0.79×
34North Dakota~1K0.79×
35West Virginia~2K0.74×
36Utah~4K0.73×
37Kentucky~6K0.71×
38Indiana~8K0.70×
39Tennessee~9K0.68×
40Georgia~10K0.67×
41Arizona~8K0.66×
42Oklahoma~5K0.64×
43Arkansas~3K0.63×
44Louisiana~5K0.60×
45Nevada~4K0.60×
46Florida~20K0.58×
47South Carolina~6K0.58×
48Texas~30K0.57×
49Alabama~5K0.51×
50Mississippi~3K0.49×
Fig. 06

Affinity by region

Affinity by region — ProPublica, United States
0.49×1.00×3.37×
Section 04
Brands and entities this audience over-indexes on, vs. the country average.

Audience interests & affinities

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

Fig. 07

Top cross-interests, ranked by affinity

Top brand affinities (over-index vs. country average) for ProPublica audience
#·InterestCategoryAffinity×
01BiohackingTechnology & Electronics32.14×
02Sustainable energyHome & Garden16.98×
03Nobel Peace PrizePolitics & Society11.18×
04Renewable energyBusiness & Career10.26×
05HinduismPolitics & Society7.07×
06PoliticoPolitics & Society6.94×
07BuddhismHealth6.52×
08The Washington PostNews5.18×
09LinkedInInternet & Social Media4.79×
10PhilanthropyArts & Culture3.98×
11FedExBusiness & Career3.97×
12InnovationBusiness & Career3.32×
13AirbnbTravel & Leisure2.76×
14IKEAHome & Garden2.72×
15Trader Joe'sShopping2.71×
16Nonprofit organizationPolitics & Society2.64×
17PodcastMusic & Radio2.58×
18Mortgage loansBusiness & Career2.56×
19Organic foodFood & Beverages2.44×
20PinterestInternet & Social Media2.10×
Section 05
Top six personality traits over-indexed by this audience (1.0 = country average).

Personality of the ProPublica 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 ProPublica audience · What stands out
TraitClusterDeviationScore
SustainabilityBALANCE4.71×
IndividualismJOY2.69×
SpiritualityBALANCE2.25×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Top personality traits over-indexed by ProPublica audience · Rather not
TraitClusterDeviationScore
Pet OwnershipJOY0.85×
Luxury OrientationPREMIUM0.89×
DIY MentalityTHRILL0.91×
0×1.00× baseline2×
Section 06

Frequently asked questions

01

Who is ProPublica's target market in United States?

ProPublica's target market in United States covers an estimated 622,054 people, concentrated in California and New York.

02

What is the gender split and age of ProPublica customers?

55.2% of the ProPublica audience are female, 44.8% are male, with an average age of 42.4 years.

03

Which brands do ProPublica fans like most?

ProPublica fans show strongest brand affinity for Sustainable energy (16.98×), Biohacking (32.14×), and Renewable energy (10.26×) over the country average.

04

Where do ProPublica fans live in United States?

ProPublica fans in United States are most concentrated in California (reach ~60K), New York (reach ~40K), and Texas (reach ~30K). These three regions account for the largest share of the active audience.

05

What other brands do ProPublica fans also like?

Beyond ProPublica itself, the audience over-indexes on Biohacking (32.14×), Renewable energy (10.26×), FedEx (3.97×), and Politico (6.94×) compared to the United States average.

Appendix

Explore more audiences

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

More Charity audiences in United States

See ProPublica audiences in other countries

How to read this data

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