Rascasse Audience Intelligence

Sports Illustrated Audience in United States

A data profile of the people who buy, follow and care about Sports Illustrated in United States — modelled from more than twelve digital signal sources. Sports Illustrated has an estimated audience of 11,359,343 people in United States.

#80among Website / Newspaper / Magazine in United States#242in Sports

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 FIFA World Cup 2026, College football, Superman, with strongest over-indexing on FIFA World Cup 2026 (1.85× 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 Community Orientation, Patriotism.

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

The typical Sports Illustrated fan in United States is more male, around 42.7 years old, with strong Community Orientation tendencies and a notable affinity for FIFA World Cup 2026.

Category: Sports · Type: Website / Newspaper / Magazine

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 Sports Illustrated profile in United States.

Audience size
11.4M
in United States
Gender
28.9%♀
71.1% male
Age
42.7
average years
Country rank
#3155
Website / Newspaper / Magazine in United States
Fig. 01

Search interest · 12-month trend

+3%
vs. last year
JanMarMayJulSepNov
Monthly searches · Source: Rascasse Audience Intelligence
Section 02

Audience demographics of Sports Illustrated

28.9% are female, 71.1% are male, average age 42.7.

Fig. 02

Gender split

28.9%
Female
71.1%
Male
Demographic split for Sports Illustrated audience in United States
MetricValue
Female28.9%
Male71.1%
Average age42.7
Estimated audience size11,359,343
Fig. 03

Age distribution

Ø 42.7
average years
Age distribution of the Sports Illustrated audience in United States
Age bracketShare%
16-1914%
20-2915%
30-3919%
40-4923%
50+29%
Fig. 04

Worldwide distribution

81.1%

of the worldwide Sports Illustrated audience comes from United States.

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

Fig. 05

Top regions by affinity

Sports Illustrated fans by region: top regions in United States
#RegionReachAffinity×
01Wyoming~30K1.77×
02Wisconsin~200K1.41×
03North Dakota~30K1.37×
04Vermont~30K1.34×
05Minnesota~200K1.29×
06Michigan~400K1.27×
07Arizona~300K1.27×
08New Hampshire~50K1.21×
09Iowa~100K1.20×
10Ohio~400K1.18×
11Montana~40K1.16×
12Alabama~200K1.15×
13Rhode Island~40K1.15×
14South Dakota~30K1.15×
15Maine~50K1.11×
16Pennsylvania~400K1.10×
17Massachusetts~200K1.10×
18Missouri~200K1.10×
19Colorado~200K1.08×
20Kansas~90K1.06×
21Washington~200K1.01×
22Kentucky~100K1.01×
23New Jersey~300K0.99×
24Oregon~100K0.98×
25Utah~100K0.98×
26Indiana~200K0.96×
27Connecticut~100K0.96×
28Delaware~30K0.95×
29Virginia~300K0.94×
30Oklahoma~100K0.94×
31West Virginia~50K0.93×
32Idaho~50K0.92×
33Nebraska~50K0.90×
34North Carolina~300K0.88×
35Illinois~300K0.86×
36Washington, District of Columbia~30K0.86×
37Hawaii~40K0.85×
38New York~500K0.83×
39South Carolina~100K0.83×
40Mississippi~80K0.82×
41Tennessee~200K0.80×
42Georgia~300K0.79×
43Louisiana~100K0.77×
44Arkansas~70K0.77×
45Maryland~100K0.76×
46New Mexico~40K0.75×
47California~900K0.68×
48Florida~500K0.68×
49Texas~600K0.66×
50Nevada~70K0.60×
Fig. 06

Affinity by region

Affinity by region — Sports Illustrated, United States
0.60×1.00×1.77×
Section 04
Brands and entities this audience over-indexes on, vs. the country average.

Audience interests & affinities

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

Fig. 07

Top cross-interests, ranked by affinity

Top brand affinities (over-index vs. country average) for Sports Illustrated audience
#·InterestCategoryAffinity×
01National Football League on televisionSports4.76×
02Aaron RodgersSports4.54×
03Denver BroncosSports3.24×
04Detroit TigersSports3.05×
05College footballSports2.89×
06WNBASports2.82×
07New England PatriotsSports2.72×
08CBS SportsMovies & TV2.63×
09Rugby leagueSports2.17×
10Melania TrumpPolitics & Society2.14×
11Mitch McConnellPolitics & Society2.08×
12Team sportSports2.06×
13American footballSports1.87×
14FIFA World Cup 2026Sports1.85×
15SupermanMovies & TV1.81×
16MemeInternet & Social Media1.78×
17CNNMovies & TV1.62×
18Donald TrumpPolitics & Society1.61×
19NBCMovies & TV1.53×
20XInternet & Social Media1.51×
Section 05
Top six personality traits over-indexed by this audience (1.0 = country average).

Personality of the Sports Illustrated 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 Sports Illustrated audience · What stands out
TraitClusterDeviationScore
Community OrientationOPEN1.62×
PatriotismCONSERVATISM1.54×
Need for SecurityCONSERVATISM1.34×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Top personality traits over-indexed by Sports Illustrated audience · Rather not
TraitClusterDeviationScore
Quality AwarenessPREMIUM0.87×
Design AffinityPREMIUM0.88×
Pet OwnershipJOY0.89×
0×1.00× baseline2×
Section 06

Frequently asked questions

01

How many fans does Sports Illustrated have in United States?

Sports Illustrated has an estimated audience of 11,359,343 people in United States, concentrated in California and Texas.

02

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.

03

Which brands do Sports Illustrated fans like most?

Sports Illustrated fans show strongest brand affinity for FIFA World Cup 2026 (1.85×), College football (2.89×), and Superman (1.81×) over the country average.

04

Where do Sports Illustrated fans live in United States?

Sports Illustrated fans in United States are most concentrated in California (reach ~900K), Texas (reach ~600K), and New York (reach ~500K). These three regions account for the largest share of the active audience.

05

What other brands do Sports Illustrated fans also like?

Beyond Sports Illustrated itself, the audience over-indexes on College football (2.89×), Superman (1.81×), Aaron Rodgers (4.54×), and Mitch McConnell (2.08×) compared to the United States average.

Appendix

Explore more audiences

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

More Sports audiences in United States

See Sports Illustrated audiences in other countries

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.

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