Rascasse Audience Intelligence

St. Louis Cardinals Audience in United States

A data profile of the people who buy, follow and care about St. Louis Cardinals in United States — modelled from more than twelve digital signal sources. St. Louis Cardinals has an estimated audience of 16,480,961 people in United States.

#8among Baseball in United States#38among Team in United States#151in Sports

The average St. Louis Cardinals fan in United States is 37.9 years old, more male, and lives primarily in Missouri.

The audience is concentrated in Missouri, Illinois, Indiana.

Top brand affinities include KMOV, KSDK, St. Louis, with strongest over-indexing on KMOV (11.64× the country average).

Demographically, the St. Louis Cardinals audience skews more male with an average age of 37.9, and over-indexes on personality traits such as Design Affinity, Risk Appetite.

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

The typical St. Louis Cardinals fan in United States is more male, around 37.9 years old, with strong Design Affinity tendencies and a notable affinity for KMOV.

Category: Sports · Type: Team · Subtype: Baseball

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 Cardinals profile in United States.

Audience size
16.5M
in United States
Gender
38.3%♀
61.7% male
Age
37.9
average years
Country rank
#2091
Team in United States
Fig. 01

Search interest · 12-month trend

+26%
vs. last year
JanMarMayJulSepNov
Monthly searches · Source: Rascasse Audience Intelligence
Section 02

Demographics of St. Louis Cardinals fans

38.3% are female, 61.7% are male, average age 37.9.

Fig. 02

Gender split

38.3%
Female
61.7%
Male
Demographic split for St. Louis Cardinals audience in United States
MetricValue
Female38.3%
Male61.7%
Average age37.9
Estimated audience size16,480,961
Fig. 03

Age distribution

Ø 37.9
average years
Age distribution of the St. Louis Cardinals audience in United States
Age bracketShare%
16-1925%
20-2919%
30-3918%
40-4918%
50+20%
Fig. 04

Worldwide distribution

87.4%

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

Worldwide audience distribution share by country for St. Louis Cardinals
CountryShare
United States87.4%
Canada1.9%
Germany1.0%
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 Cardinals audience in United States is strongest.

Fig. 05

Top regions by affinity

St. Louis Cardinals fans by region: top regions in United States
#RegionReachAffinity×
01Missouri~4M19.19×
02Illinois~2.5M4.62×
03Iowa~400K3.10×
04Arkansas~400K3.07×
05Indiana~500K1.81×
06Wisconsin~400K1.72×
07Kentucky~300K1.46×
08Tennessee~400K1.22×
09Oklahoma~200K1.11×
10Kansas~100K0.98×
11Mississippi~100K0.87×
12Nebraska~60K0.77×
13South Dakota~20K0.54×
14Wyoming~10K0.50×
15Montana~20K0.49×
16Alabama~100K0.46×
17Arizona~100K0.44×
18Colorado~100K0.42×
19West Virginia~30K0.42×
20Ohio~200K0.41×
21Florida~400K0.38×
22New Mexico~30K0.38×
23Pennsylvania~200K0.36×
24Nevada~50K0.35×
25North Carolina~200K0.34×
26Alaska~10K0.33×
27South Carolina~70K0.32×
28Idaho~20K0.32×
29Louisiana~60K0.31×
30Virginia~100K0.28×
31Minnesota~60K0.28×
32North Dakota~8K0.27×
33Texas~300K0.24×
34Utah~30K0.24×
35Georgia~100K0.23×
36Oregon~40K0.23×
37Hawaii~10K0.23×
38Delaware~10K0.23×
39Washington, District of Columbia~10K0.22×
40Michigan~80K0.21×
41Maine~10K0.21×
42Connecticut~30K0.20×
43New Jersey~70K0.19×
44Maryland~50K0.19×
45California~300K0.18×
46New York~200K0.18×
47Washington~50K0.18×
48New Hampshire~10K0.17×
49Rhode Island~7K0.15×
50Massachusetts~40K0.14×
Fig. 06

Affinity by region

Affinity by region — St. Louis Cardinals, United States
0.14×1.00×19.19×
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 Cardinals 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 Cardinals audience
#·InterestCategoryAffinity×
01River City CasinoTravel & Leisure22.92×
02Yadier MolinaSports22.67×
03Texas A&M Aggies baseballSports17.68×
04Mississippi State Bulldogs baseballSports17.37×
05St. Louis Post-DispatchNews16.62×
06st louis bluesSports13.25×
07Saint Louis ZooTravel & Leisure13.00×
08KSDKMovies & TV12.68×
09KMOVMovies & TV11.64×
10St. LouisTravel & Leisure10.45×
11Missouri LotteryGames9.19×
12USA BaseballSports5.46×
13Arizona CardinalsSports5.27×
14WNBASports4.44×
15Hair ExtensionsBeauty & Wellness3.36×
16Curly HairBeauty & Wellness3.31×
17Department of Motor VehiclesCars & Mobility3.25×
18Lace wigBeauty & Wellness2.73×
19NBA playoffsSports2.44×
20NBA FinalsSports2.29×
Section 05
Top six personality traits over-indexed by this audience (1.0 = country average).

Personality of the St. Louis Cardinals 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 Cardinals audience · What stands out
TraitClusterDeviationScore
Design AffinityPREMIUM1.21×
Risk AppetiteTHRILL1.19×
TraditionCONSERVATISM1.16×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Top personality traits over-indexed by St. Louis Cardinals audience · Rather not
TraitClusterDeviationScore
Quality AwarenessPREMIUM0.77×
Career OrientationPOWER0.78×
Need for SecurityCONSERVATISM0.81×
0×1.00× baseline2×
Section 06

Frequently asked questions

01

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

St. Louis Cardinals has an estimated audience of 16,480,961 people in United States, concentrated in Missouri and Illinois.

02

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

38.3% of St. Louis Cardinals fans are female, 61.7% are male, with an average age of 37.9 years.

03

Which brands do St. Louis Cardinals fans like most?

St. Louis Cardinals fans show strongest brand affinity for KMOV (11.64×), KSDK (12.68×), and St. Louis (10.45×) over the country average.

04

Where do St. Louis Cardinals fans live in United States?

St. Louis Cardinals fans in United States are most concentrated in Missouri (reach ~4M), Illinois (reach ~2.5M), and Indiana (reach ~500K). These three regions account for the largest share of the active audience.

05

What other brands do St. Louis Cardinals fans also like?

Beyond St. Louis Cardinals itself, the audience over-indexes on KSDK (12.68×), St. Louis (10.45×), WNBA (4.44×), and st louis blues (13.25×) compared to the United States average.

Appendix

Explore more audiences

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

More Baseball audiences in United States

Related rankings

See St. Louis Cardinals audiences in other countries

How to read this data

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

Scale & coverage
500,000+ ready-to-use audiences across 200+ countries

From global mass-market brands to niche local segments — explore the full library and see which intelligence layers are included.

See pricing →