Saturday Audience in United States

Saturday logo

Saturday has an estimated audience of 44,566,932 people in United States. 56.6% are female, 43.4% are male, average age 40.1. Top regions: California, Texas, Florida. Top brand affinities: Google Maps, Capital One, Indeed.com, Beetlejuice, CarGurus.

The average Saturday fan in United States is 40.1 years old, more female, and lives primarily in California. The audience is concentrated in California, Texas, Florida. Top brand affinities include Google Maps, Capital One, Indeed.com, with strongest over-indexing on Google Maps (3.45× the country average). Demographically, the Saturday audience skews more female with an average age of 40.1, and over-indexes on personality traits such as Extroversion, Risk Appetite. Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 50 regions tracked by Rascasse.

Category: Home & Garden · Type: Topic

Demographics of Saturday fans

Demographic split for Saturday audience in United States
MetricValue
Female56.6%
Male43.4%
Average age40.1
Estimated audience size44,566,932

Audience persona

The typical Saturday fan in United States is more female, around 40.1 years old, with strong Extroversion tendencies and a notable affinity for Google Maps.

Top regions in United States

Top regions ranked by reach for Saturday in United States
RegionReachAffinity
California5,454,1891.11×
Texas4,598,1121.2×
Florida3,451,6341.14×
New York3,126,4131.26×
Georgia1,712,3511.25×
Illinois1,700,7231.15×
Pennsylvania1,603,5591.07×
Ohio1,494,1411.09×
North Carolina1,426,3051.06×
Michigan1,327,8851.14×
New Jersey1,246,2201.1×
Virginia1,216,0631.12×
Tennessee957,2061.07×
Maryland911,3941.19×
Massachusetts910,1201.04×
Arizona879,6500.97×
Indiana869,8421.07×
Washington858,8170.96×
Missouri760,8891.06×
South Carolina748,7651.12×
Alabama715,5071.15×
Louisiana713,0591.24×
Wisconsin630,3880.94×
Colorado620,1660.88×
Minnesota597,7100.94×
Kentucky564,0941.01×
Oklahoma511,3851.03×
Mississippi475,1791.29×
Connecticut469,7591.05×
Oregon465,3450.91×
Nevada435,7271.01×
Arkansas400,8981.09×
Kansas356,2581.01×
Iowa343,0950.93×
Utah339,3740.85×
New Mexico235,6341.05×
Nebraska199,2980.89×
West Virginia198,4190.96×
Hawaii177,7130.93×
Idaho169,2070.76×
Washington, District of Columbia143,4831.07×
New Hampshire138,0480.79×
Rhode Island133,3020.94×
Maine130,8070.82×
Delaware119,0160.97×
Montana92,4700.75×
South Dakota78,2320.76×
Alaska67,6860.71×
North Dakota67,2860.73×
Vermont54,6620.7×

Top brand affinities

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

Top brand affinities (over-index vs. country average) for Saturday audience
BrandAffinityCategory
Google Maps3.45×Internet & Social Media
Capital One3.45×Business & Career
Indeed.com3.45×Business & Career
Beetlejuice3.45×Movies & TV
CarGurus3.45×Cars & Mobility
Google News3.45×News
Enterprise Rent-A-Car3.45×Cars & Mobility
Liga MX4.95×Sports
Diane Keaton3.45×Movies & TV
MSN2.14×News
Aaron Rodgers3.45×Sports
AccuWeather3.45×Home & Garden
Texas Roadhouse2.07×Food & Beverages
Circle K3.45×Shopping
DeviantArt3.45×Internet & Social Media
Bruce Willis3.45×Movies & TV
Staples (Canada)2.48×Business & Career
Planet Fitness1.81×Sports
Apple Store3.45×Shopping
Khan Academy3.45×Business & Career

Psychographic profile

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

Top personality traits over-indexed by Saturday audience
TraitClusterScore
ExtroversionTHRILL1.14
Risk AppetiteTHRILL1.04
Family OrientationCONSERVATISM1.03
Social Media UsageJOY1.02
Luxury OrientationPREMIUM1.02
Price SensitivityPREMIUM1.01

Worldwide distribution

Worldwide audience distribution share by country for Saturday
CountryShare
United States30.6%
United Kingdom7.2%
Australia3.7%

See Saturday audiences in other countries

More Home & Garden audiences in United States

Frequently asked questions

How many fans does Saturday have in United States?

Saturday has an estimated audience of 44,566,932 people in United States, concentrated in California and Texas.

What is the gender split and age of Saturday fans?

56.6% of Saturday fans are female, 43.4% are male, with an average age of 40.1 years.

Which brands do Saturday fans like most?

Saturday fans show strongest brand affinity for Google Maps (3.45×), Capital One (3.45×), and Indeed.com (3.45×) over the country average.

Where do Saturday fans live in United States?

Saturday fans in United States are most concentrated in California (reach 5,454,189), Texas (reach 4,598,112), and Florida (reach 3,451,634). These three regions account for the largest share of the active audience.

What other brands do Saturday fans also like?

Beyond Saturday itself, the audience over-indexes on Capital One (3.45×), Indeed.com (3.45×), Beetlejuice (3.45×), and CarGurus (3.45×) 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 Saturday. 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.