Rascasse Audience Intelligence

St. Louis Audience in United States

A data profile of the people who buy, follow and care about St. Louis in United States — modelled from more than twelve digital signal sources. St. Louis has an estimated audience of 5,450,088 people in United States.

#96among City in United States#417among POI in United States#526in Travel & Leisure

The average St. Louis fan in United States is 36.0 years old, more female, and lives primarily in Missouri.

The audience is concentrated in Missouri, Illinois, California.

Top brand affinities include St. Louis Cardinals, st louis blues, Chicago Bears, with strongest over-indexing on St. Louis Cardinals (10.45× the country average).

Demographically, the St. Louis audience skews more female with an average age of 36.0, and over-indexes on personality traits such as Career Orientation, Community Orientation.

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

The typical St. Louis fan in United States is more female, around 36.0 years old, with strong Career Orientation tendencies and a notable affinity for St. Louis Cardinals.

Category: Travel & Leisure · Type: POI · Subtype: City

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 St. Louis profile in United States.

Audience size
5.5M
in United States
Gender
55.7%♀
44.3% male
Age
36.0
average years
Country rank
#6188
POI in United States
Fig. 01

Search interest · 12-month trend

-17%
vs. last year
JanMarMayJulSepNov
Monthly searches · Source: Rascasse Audience Intelligence
Section 02

Demographics of St. Louis fans

55.7% are female, 44.3% are male, average age 36.0.

Fig. 02

Gender split

55.7%
Female
44.3%
Male
Demographic split for St. Louis audience in United States
MetricValue
Female55.7%
Male44.3%
Average age36.0
Estimated audience size5,450,088
Fig. 03

Age distribution

Ø 36.0
average years
Age distribution of the St. Louis audience in United States
Age bracketShare%
16-1926%
20-2923%
30-3920%
40-4918%
50+14%
Fig. 04

Worldwide distribution

61.4%

of the worldwide St. Louis audience comes from United States.

Worldwide audience distribution share by country for St. Louis
CountryShare
United States61.4%
Mexico12.4%
France4.5%
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 St. Louis audience in United States is strongest.

Fig. 05

Top regions by affinity

St. Louis fans by region: top regions in United States
#RegionReachAffinity×
01Missouri~900K10.06×
02Illinois~500K2.59×
03Kansas~80K1.76×
04Arkansas~80K1.72×
05Iowa~70K1.56×
06Indiana~100K1.48×
07Kentucky~90K1.32×
08Tennessee~100K1.27×
09Oklahoma~70K1.22×
10Nebraska~30K1.15×
11Wisconsin~90K1.14×
12Mississippi~40K0.97×
13South Dakota~10K0.89×
14Minnesota~70K0.87×
15Washington, District of Columbia~10K0.84×
16Michigan~100K0.83×
17Colorado~70K0.80×
18Ohio~100K0.79×
19Louisiana~50K0.76×
20Georgia~100K0.74×
21Alabama~60K0.73×
22Virginia~100K0.72×
23Texas~300K0.71×
24North Dakota~8K0.68×
25Florida~200K0.66×
26North Carolina~100K0.66×
27Washington~70K0.66×
28Maryland~60K0.66×
29New Mexico~20K0.66×
30New York~200K0.65×
31Massachusetts~70K0.65×
32Wyoming~5K0.65×
33Alaska~7K0.62×
34Pennsylvania~100K0.61×
35Arizona~70K0.61×
36Montana~9K0.59×
37California~300K0.58×
38New Jersey~80K0.58×
39South Carolina~50K0.58×
40Nevada~30K0.58×
41Delaware~9K0.58×
42Utah~30K0.57×
43West Virginia~10K0.57×
44Hawaii~10K0.56×
45Oregon~30K0.55×
46Connecticut~30K0.55×
47Idaho~10K0.53×
48New Hampshire~10K0.51×
49Maine~10K0.51×
50Rhode Island~9K0.51×
Fig. 06

Affinity by region

Affinity by region — St. Louis, United States
0.51×1.00×10.06×
Section 04
Brands and entities this audience over-indexes on, vs. the country average.

Audience interests & affinities

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

Fig. 07

Top cross-interests, ranked by affinity

Top brand affinities (over-index vs. country average) for St. Louis audience
#·InterestCategoryAffinity×
01St. Louis CardinalsSports10.45×
02st louis bluesSports8.33×
03Toronto Maple LeafsSports2.57×
04Arizona CardinalsSports2.39×
05Medicinal plantsHealth2.04×
06Washington NationalsSports1.83×
07Los Angeles ClippersSports1.77×
08New York KnicksSports1.74×
09Chicago BearsSports1.73×
10Toronto RaptorsSports1.72×
11Chicago White SoxSports1.70×
12Miami MarlinsSports1.69×
13Kansas City ChiefsSports1.67×
14Atlanta FalconsSports1.66×
15Arizona DiamondbacksSports1.62×
16Toronto Blue JaysSports1.61×
17Chicago BullsSports1.58×
18Chicago BlackhawksSports1.58×
19Colorado RockiesSports1.54×
20Manchester United F.C.Sports1.51×
Section 05
Top six personality traits over-indexed by this audience (1.0 = country average).

Personality of the St. Louis 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 St. Louis audience · What stands out
TraitClusterDeviationScore
Career OrientationPOWER1.28×
Community OrientationOPEN1.07×
ExtroversionTHRILL1.06×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Top personality traits over-indexed by St. Louis audience · Rather not
TraitClusterDeviationScore
Quality AwarenessPREMIUM0.64×
Need for SecurityCONSERVATISM0.79×
Social Media UsageJOY0.80×
0×1.00× baseline2×
Section 06

Frequently asked questions

01

How many fans does St. Louis have in United States?

St. Louis has an estimated audience of 5,450,088 people in United States, concentrated in Missouri and Illinois.

02

What is the gender split and age of St. Louis fans?

55.7% of St. Louis fans are female, 44.3% are male, with an average age of 36.0 years.

03

Which brands do St. Louis fans like most?

St. Louis fans show strongest brand affinity for St. Louis Cardinals (10.45×), st louis blues (8.33×), and Chicago Bears (1.73×) over the country average.

04

Where do St. Louis fans live in United States?

St. Louis fans in United States are most concentrated in Missouri (reach ~900K), Illinois (reach ~500K), and California (reach ~300K). These three regions account for the largest share of the active audience.

05

What other brands do St. Louis fans also like?

Beyond St. Louis itself, the audience over-indexes on st louis blues (8.33×), Chicago Bears (1.73×), Kansas City Chiefs (1.67×), and Arizona Cardinals (2.39×) compared to the United States average.

Appendix

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How to read this data

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