Upper Midwest Audience in United States

Upper Midwest logo

Upper Midwest has an estimated audience of 1,215,061 people in United States. 57.5% are female, 42.5% are male, average age 41.7. Top regions: Minnesota, Texas, California. Top brand affinities: Minnesota Vikings, Minnesota United FC, Minnesota Wild, Minnesota Timberwolves, Minnesota Twins.

The average Upper Midwest fan in United States is 41.7 years old, more female, and lives primarily in Minnesota. The audience is concentrated in Minnesota, Texas, California. Top brand affinities include Minnesota Vikings, Minnesota United FC, Minnesota Wild, with strongest over-indexing on Minnesota Vikings (9.14× the country average). Demographically, the Upper Midwest audience skews more female with an average age of 41.7, and over-indexes on personality traits such as Family Orientation, DIY Mentality. 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

Demographics of Upper Midwest fans

Demographic split for Upper Midwest audience in United States
MetricValue
Female57.5%
Male42.5%
Average age41.7
Estimated audience size1,215,061

Audience persona

The typical Upper Midwest fan in United States is more female, around 41.7 years old, with strong Family Orientation tendencies and a notable affinity for Minnesota Vikings.

Top regions in United States

Top regions ranked by reach for Upper Midwest in United States
RegionReachAffinity
Minnesota76,6814.4×
Texas60,0390.57×
California56,4460.42×
Illinois55,0681.36×
Wisconsin50,1452.74×
Michigan45,8081.44×
Florida34,8670.42×
New York34,8530.51×
Ohio33,5990.9×
Iowa25,4512.54×
Indiana24,1871.09×
Pennsylvania20,8030.51×
Missouri20,3691.04×
Georgia18,4280.49×
North Carolina18,0900.49×
Virginia15,0930.51×
Tennessee14,6760.6×
Arizona13,6980.55×
Colorado13,4890.7×
Washington13,3190.55×
Massachusetts12,7910.53×
New Jersey12,1170.39×
South Dakota11,4844.09×
North Dakota11,1814.48×
Maryland10,1590.49×
Oklahoma9,5830.71×
Kansas9,1990.96×
Kentucky9,1360.6×
Nebraska8,0361.32×
South Carolina7,8250.43×
Alabama7,7020.45×
Oregon7,4170.53×
Louisiana7,0490.45×
Arkansas6,7370.67×
Connecticut5,9600.49×
Utah5,8090.53×
Mississippi5,1700.52×
West Virginia3,9840.7×
Nevada3,6420.31×
Washington, District of Columbia3,5130.96×
Alaska3,4081.31×
New Hampshire3,2820.69×
Montana3,2180.95×
New Mexico3,1970.52×
Maine3,1680.73×
Idaho3,1530.52×
Hawaii3,0120.58×
Wyoming2,7621.53×
Rhode Island2,7170.7×
Vermont2,6721.25×

Top brand affinities

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

Top brand affinities (over-index vs. country average) for Upper Midwest audience
BrandAffinityCategory
Minnesota Vikings9.14×Sports
Minnesota United FC32.41×Sports
Minnesota Wild9.65×Sports
Minnesota Timberwolves6.95×Sports
Minnesota Twins4.59×Sports
Green Bay Packers2.38×Sports
Lacrosse2.97×Sports
Employment agency2.02×Business & Career
Helly Hansen5.62×Fashion & Accessoires
Butcher2.2×Food & Beverages
Liquor store3.08×Food & Beverages
Garden centre2.03×Home & Garden
Ice skating1.77×Sports
Bob Dylan1.88×Music & Radio
Holiday Inn Express2.37×Travel & Leisure
Toronto Maple Leafs2.75×Sports
Arc'teryx1.89×Fashion & Accessoires
Holiday Inn1.75×Travel & Leisure
Makita1.84×Home & Garden
Buffalo Sabres1.67×Sports

Psychographic profile

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

Top personality traits over-indexed by Upper Midwest audience
TraitClusterScore
Family OrientationCONSERVATISM1.2
DIY MentalityTHRILL1.12
Sports ActivityPOWER1.04
Community OrientationOPEN1
Need for SecurityCONSERVATISM1
TraditionCONSERVATISM0.99

Worldwide distribution

Worldwide audience distribution share by country for Upper Midwest
CountryShare
United States99.6%
Myanmar0.4%
Germany0.1%

See Upper Midwest audiences in other countries

More Travel & Leisure audiences in United States

Frequently asked questions

How many fans does Upper Midwest have in United States?

Upper Midwest has an estimated audience of 1,215,061 people in United States, concentrated in Minnesota and Texas.

What is the gender split and age of Upper Midwest fans?

57.5% of Upper Midwest fans are female, 42.5% are male, with an average age of 41.7 years.

Which brands do Upper Midwest fans like most?

Upper Midwest fans show strongest brand affinity for Minnesota Vikings (9.14×), Minnesota United FC (32.41×), and Minnesota Wild (9.65×) over the country average.

Where do Upper Midwest fans live in United States?

Upper Midwest fans in United States are most concentrated in Minnesota (reach 76,681), Texas (reach 60,039), and California (reach 56,446). These three regions account for the largest share of the active audience.

What other brands do Upper Midwest fans also like?

Beyond Upper Midwest itself, the audience over-indexes on Minnesota United FC (32.41×), Minnesota Wild (9.65×), Minnesota Timberwolves (6.95×), and Minnesota Twins (4.59×) 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 Upper Midwest. 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.