St. Louis Audience in United States

St. Louis has an estimated audience of 5,450,088 people in United States. 55.7% are female, 44.3% are male, average age 36.0. Top regions: Missouri, Illinois, California. Top brand affinities: St. Louis Cardinals, st louis blues, Chicago Bears, Chicago Bulls, New York Knicks.

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 (12.46× 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 Luxury Orientation, Sustainability. Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 50 regions tracked by Rascasse.

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

Demographics of St. Louis fans

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

Audience persona

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

Top regions in United States

Top regions ranked by reach for St. Louis in United States
RegionReachAffinity
Missouri869,1129.89×
Illinois470,9832.59×
California356,5920.59×
Texas340,2930.73×
Florida246,3780.67×
New York204,5390.67×
Indiana152,3781.53×
Tennessee142,4651.3×
Ohio135,1600.81×
Georgia126,1850.75×
Michigan114,2700.8×
Pennsylvania112,3080.61×
North Carolina112,2880.68×
Virginia96,8300.73×
Wisconsin96,4011.18×
Kentucky92,6621.36×
New Jersey80,5680.58×
Kansas78,1151.82×
Arkansas77,8801.73×
Oklahoma76,4311.26×
Colorado74,2260.86×
Iowa73,1511.63×
Washington71,4790.65×
Arizona70,4760.63×
Minnesota68,8120.88×
Massachusetts68,5970.64×
Maryland62,5630.67×
Alabama55,3920.73×
Louisiana55,3510.79×
South Carolina48,1060.59×
Mississippi42,9660.96×
Oregon36,0630.58×
Nebraska32,0191.17×
Nevada31,3900.6×
Connecticut30,0560.55×
Utah27,5280.56×
New Mexico16,1830.59×
Washington, District of Columbia13,6120.83×
Idaho13,1410.48×
West Virginia12,7540.5×
Hawaii11,9330.51×
South Dakota10,8250.86×
New Hampshire9,8230.46×
Maine8,8010.45×
Montana7,9770.53×
Rhode Island7,7260.45×
Delaware7,6850.51×
North Dakota6,5760.59×
Alaska5,6910.49×
Wyoming4,5230.56×

Top brand affinities

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

Top brand affinities (over-index vs. country average) for St. Louis audience
BrandAffinityCategory
St. Louis Cardinals12.46×Sports
st louis blues7.75×Sports
Chicago Bears2.41×Sports
Chicago Bulls2.68×Sports
New York Knicks3.27×Sports
Arizona Cardinals3.7×Sports
Los Angeles Lakers1.85×Sports
Kansas City Chiefs2.22×Sports
Streetwear1.83×Fashion & Accessoires
New England Patriots2.07×Sports
Los Angeles Clippers3.35×Sports
Manchester United F.C.2.38×Sports
Boston Celtics2.06×Sports
Atlanta Falcons2.75×Sports
Oklahoma City Thunder1.77×Sports
Philadelphia Eagles1.84×Sports
New York Yankees1.71×Sports
Cleveland Cavaliers2.14×Sports
Buffalo Bills1.65×Sports
Green Bay Packers1.6×Sports

Psychographic profile

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

Top personality traits over-indexed by St. Louis audience
TraitClusterScore
Luxury OrientationPREMIUM1.33
SustainabilityBALANCE1.23
Pet OwnershipJOY1.21
Sports ActivityPOWER1.21
ExtroversionTHRILL1.15
MindfulnessBALANCE1.07

Worldwide distribution

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

See St. Louis audiences in other countries

More City audiences in United States

Frequently asked questions

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.

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.

Which brands do St. Louis fans like most?

St. Louis fans show strongest brand affinity for St. Louis Cardinals (12.46×), st louis blues (7.75×), and Chicago Bears (2.41×) over the country average.

Where do St. Louis fans live in United States?

St. Louis fans in United States are most concentrated in Missouri (reach 869,112), Illinois (reach 470,983), and California (reach 356,592). These three regions account for the largest share of the active audience.

What other brands do St. Louis fans also like?

Beyond St. Louis itself, the audience over-indexes on st louis blues (7.75×), Chicago Bears (2.41×), Chicago Bulls (2.68×), and New York Knicks (3.27×) 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 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.