Sports Illustrated Audience in United States

Sports Illustrated logo

Sports Illustrated has an estimated audience of 11,352,613 people in United States. 28.9% are female, 71.1% are male, average age 42.7. Top regions: California, Texas, New York. Top brand affinities: Aaron Rodgers, Superman, College football, American football, X.

The average Sports Illustrated fan in United States is 42.7 years old, more male, and lives primarily in California. The audience is concentrated in California, Texas, New York. Top brand affinities include Aaron Rodgers, Superman, College football, with strongest over-indexing on Aaron Rodgers (4.54× the country average). Demographically, the Sports Illustrated audience skews more male with an average age of 42.7, and over-indexes on personality traits such as Extroversion, Early Adopter Mentality. Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 50 regions tracked by Rascasse.

Category: Sports · Type: Website / Newspaper / Magazine

Demographics of Sports Illustrated fans

Demographic split for Sports Illustrated audience in United States
MetricValue
Female28.9%
Male71.1%
Average age42.7
Estimated audience size11,352,613

Audience persona

The typical Sports Illustrated fan in United States is more male, around 42.7 years old, with strong Extroversion tendencies and a notable affinity for Aaron Rodgers.

Top regions in United States

Top regions ranked by reach for Sports Illustrated in United States
RegionReachAffinity
California878,0290.7×
Texas625,7800.64×
New York570,7610.9×
Florida528,9980.69×
Pennsylvania427,4401.12×
Ohio426,0381.22×
Michigan414,2391.4×
Illinois349,0040.92×
Arizona346,5341.49×
North Carolina310,0890.91×
New Jersey295,1701.02×
Georgia277,3110.79×
Virginia253,2810.92×
Massachusetts249,7841.12×
Wisconsin241,9391.42×
Minnesota226,0381.39×
Washington214,6770.94×
Alabama209,2691.32×
Missouri204,2871.12×
Colorado198,7491.11×
Indiana185,4920.89×
Tennessee175,1380.77×
Maryland150,7550.77×
South Carolina147,7670.87×
Kentucky144,1311.01×
Oregon130,5201×
Iowa118,2131.26×
Oklahoma109,8390.87×
Connecticut108,0220.95×
Louisiana104,9150.72×
Kansas96,4031.08×
Utah90,4770.89×
Mississippi72,0800.77×
Nevada66,1040.6×
Arkansas59,6670.64×
New Hampshire57,0931.28×
West Virginia47,6190.9×
Nebraska47,6020.84×
Idaho46,3830.81×
Maine44,9531.11×
Hawaii40,6000.83×
New Mexico40,0240.7×
Rhode Island38,5221.07×
Wyoming34,2412.03×
Washington, District of Columbia30,4640.89×
Montana30,4540.97×
North Dakota28,1771.21×
Delaware27,8350.89×
South Dakota25,7030.98×
Alaska25,5321.05×

Top brand affinities

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

Top brand affinities (over-index vs. country average) for Sports Illustrated audience
BrandAffinityCategory
Aaron Rodgers4.54×Sports
Superman1.81×Movies & TV
College football2.89×Sports
American football1.87×Sports
X1.51×Internet & Social Media
Fox News Channel1.51×Movies & TV
Detroit Tigers3.05×Sports
National Football League on television4.76×Sports
Team sport2.06×Sports
CBS Sports2.63×Movies & TV
Denver Broncos3.24×Sports
Meme1.78×Internet & Social Media
CNN1.62×Movies & TV
NBC1.53×Movies & TV
Rugby league2.17×Sports
Cleveland Browns3.34×Sports
New England Patriots2.72×Sports
Final Destination2.17×Movies & TV
Team2.73×Sports
Detroit Lions2.89×Sports

Psychographic profile

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

Top personality traits over-indexed by Sports Illustrated audience
TraitClusterScore
ExtroversionTHRILL1.16
Early Adopter MentalityPOWER1.15
Risk AppetiteTHRILL1.13
Sports ActivityPOWER1.04
Career OrientationPOWER1.04
Social Media UsageJOY1.03

Worldwide distribution

Worldwide audience distribution share by country for Sports Illustrated
CountryShare
United States81.1%
Canada3.9%
United Kingdom2.4%

See Sports Illustrated audiences in other countries

More Sports audiences in United States

Frequently asked questions

How many fans does Sports Illustrated have in United States?

Sports Illustrated has an estimated audience of 11,352,613 people in United States, concentrated in California and Texas.

What is the gender split and age of Sports Illustrated fans?

28.9% of Sports Illustrated fans are female, 71.1% are male, with an average age of 42.7 years.

Which brands do Sports Illustrated fans like most?

Sports Illustrated fans show strongest brand affinity for Aaron Rodgers (4.54×), Superman (1.81×), and College football (2.89×) over the country average.

Where do Sports Illustrated fans live in United States?

Sports Illustrated fans in United States are most concentrated in California (reach 878,029), Texas (reach 625,780), and New York (reach 570,761). These three regions account for the largest share of the active audience.

What other brands do Sports Illustrated fans also like?

Beyond Sports Illustrated itself, the audience over-indexes on Superman (1.81×), College football (2.89×), American football (1.87×), and X (1.51×) 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 Sports Illustrated. 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.