ProPublica Audience in United States
ProPublica has an estimated audience of 632,538 people in United States. 55.2% are female, 44.8% are male, average age 42.4. Top regions: California, New York, Texas. Top brand affinities: Hebe, Albany County, New York, Urban Outfitters, Product design, Israel.
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 Hebe, Albany County, New York, Urban Outfitters, with strongest over-indexing on Hebe (16.34× 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, Early Adopter Mentality. Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 50 regions tracked by Rascasse.
Category: Politics & Society · Type: Brand · Subtype: Charity
Demographics of ProPublica fans
| Metric | Value |
|---|---|
| Female | 55.2% |
| Male | 44.8% |
| Average age | 42.4 |
| Estimated audience size | 632,538 |
Audience persona
The typical ProPublica fan in United States is more female, around 42.4 years old, with strong Sustainability tendencies and a notable affinity for Hebe.
Top regions in United States
| Region | Reach | Affinity |
|---|---|---|
| California | 62,349 | 0.9× |
| New York | 45,236 | 1.28× |
| Texas | 32,426 | 0.6× |
| Florida | 24,502 | 0.57× |
| Illinois | 22,475 | 1.07× |
| Pennsylvania | 20,818 | 0.98× |
| Washington | 19,068 | 1.5× |
| Virginia | 18,655 | 1.21× |
| Massachusetts | 18,393 | 1.48× |
| North Carolina | 16,459 | 0.86× |
| Ohio | 16,066 | 0.82× |
| Michigan | 14,481 | 0.88× |
| New Jersey | 13,703 | 0.85× |
| Maryland | 13,638 | 1.25× |
| Oregon | 13,578 | 1.87× |
| Georgia | 13,514 | 0.69× |
| Colorado | 12,260 | 1.23× |
| Minnesota | 12,149 | 1.34× |
| Wisconsin | 9,878 | 1.04× |
| Missouri | 8,900 | 0.87× |
| Tennessee | 8,513 | 0.67× |
| Indiana | 8,041 | 0.7× |
| Arizona | 7,981 | 0.62× |
| Connecticut | 6,858 | 1.08× |
| Washington, District of Columbia | 6,227 | 3.28× |
| South Carolina | 5,306 | 0.56× |
| Kentucky | 5,256 | 0.66× |
| Louisiana | 4,714 | 0.58× |
| Iowa | 4,400 | 0.84× |
| Utah | 4,184 | 0.74× |
| New Mexico | 4,155 | 1.31× |
| Oklahoma | 4,146 | 0.59× |
| Alabama | 4,058 | 0.46× |
| Kansas | 3,967 | 0.8× |
| Maine | 3,657 | 1.61× |
| Nevada | 3,542 | 0.58× |
| Montana | 3,311 | 1.89× |
| New Hampshire | 3,026 | 1.21× |
| Arkansas | 2,976 | 0.57× |
| Nebraska | 2,569 | 0.81× |
| Idaho | 2,466 | 0.78× |
| Rhode Island | 2,428 | 1.21× |
| Delaware | 2,328 | 1.33× |
| Hawaii | 2,233 | 0.82× |
| Vermont | 2,050 | 1.85× |
| West Virginia | 1,789 | 0.61× |
| Mississippi | 1,783 | 0.34× |
| Alaska | 1,456 | 1.08× |
| South Dakota | 1,378 | 0.94× |
| North Dakota | 811 | 0.62× |
Top brand affinities
Brands and entities this audience over-indexes on, vs. the country average.
| Brand | Affinity | Category |
|---|---|---|
| Hebe | 16.34× | Home & Garden |
| Albany County, New York | 17.74× | Travel & Leisure |
| Urban Outfitters | 2.61× | Shopping |
| Product design | 2.7× | Business & Career |
| Israel | 2.53× | Travel & Leisure |
| Natural rubber | 2.33× | Cars & Mobility |
| Stamp collecting | 4.31× | Home & Garden |
| Elsword | 13.74× | Games |
| Buying and Selling Real Estate | 6.33× | Home & Garden |
| Vocal harmony | 3.43× | Music & Radio |
| Goop | 4.04× | Internet & Social Media |
| Jeep Wagoneer | 4× | Cars & Mobility |
| Solo climbing | 4.68× | Sports |
| Necktie | 3.47× | Fashion & Accessoires |
| Governor of Michigan | 4.94× | Politics & Society |
| Grinch | 2.67× | Movies & TV |
| Kendra Scott | 1.91× | Fashion & Accessoires |
| Business English | 3.66× | Business & Career |
| Historic site | 2.69× | Arts & Culture |
| Staycation | 2.08× | Home & Garden |
Psychographic profile
Top six personality traits over-indexed by this audience (1.0 = country average).
| Trait | Cluster | Score |
|---|---|---|
| Sustainability | BALANCE | 2.37 |
| Early Adopter Mentality | POWER | 1.8 |
| Patriotism | CONSERVATISM | 1.71 |
| Design Affinity | PREMIUM | 1.67 |
| Spirituality | BALANCE | 1.64 |
| Individualism | JOY | 1.59 |
Worldwide distribution
| Country | Share |
|---|---|
| United States | 83.1% |
| Canada | 4.3% |
| United Kingdom | 2.2% |
See ProPublica audiences in other countries
More Charity audiences in United States
- Humane society (11,626,465)
- American Marketing Association (10,596,223)
- United Nations (8,789,555)
- National Park Service (5,273,197)
- PragerU (4,308,316)
Frequently asked questions
How many fans does ProPublica have in United States?
ProPublica has an estimated audience of 632,538 people in United States, concentrated in California and New York.
What is the gender split and age of ProPublica fans?
55.2% of ProPublica fans are female, 44.8% are male, with an average age of 42.4 years.
Which brands do ProPublica fans like most?
ProPublica fans show strongest brand affinity for Hebe (16.34×), Albany County, New York (17.74×), and Urban Outfitters (2.61×) over the country average.
Where do ProPublica fans live in United States?
ProPublica fans in United States are most concentrated in California (reach 62,349), New York (reach 45,236), and Texas (reach 32,426). These three regions account for the largest share of the active audience.
What other brands do ProPublica fans also like?
Beyond ProPublica itself, the audience over-indexes on Albany County, New York (17.74×), Urban Outfitters (2.61×), Product design (2.7×), and Israel (2.53×) 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 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.