USA TODAY Sports Audience in United States

USA TODAY Sports has an estimated audience of 1,873,781 people in United States. 28.8% are female, 71.2% are male, average age 45.3. Top regions: Michigan, Florida, California. Top brand affinities: MSN, Autism Awareness, Diabetes mellitus awareness, Deion Sanders, Microblogging.

The average USA TODAY Sports fan in United States is 45.3 years old, more male, and lives primarily in Michigan. The audience is concentrated in Michigan, Florida, California. Top brand affinities include MSN, Autism Awareness, Diabetes mellitus awareness, with strongest over-indexing on MSN (9.94× the country average). Demographically, the USA TODAY Sports audience skews more male with an average age of 45.3, and over-indexes on personality traits such as Early Adopter Mentality, Sports Activity. Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 50 regions tracked by Rascasse.

Category: Sports · Type: Website / Newspaper / Magazine

Demographics of USA TODAY Sports fans

Demographic split for USA TODAY Sports audience in United States
MetricValue
Female28.8%
Male71.2%
Average age45.3
Estimated audience size1,873,781

Audience persona

The typical USA TODAY Sports fan in United States is more male, around 45.3 years old, with strong Early Adopter Mentality tendencies and a notable affinity for MSN.

Top regions in United States

Top regions ranked by reach for USA TODAY Sports in United States
RegionReachAffinity
Michigan160,7783.28×
Florida130,7751.03×
California84,8530.41×
Pennsylvania78,2481.24×
Ohio74,7421.29×
Texas73,4570.46×
New York68,9470.66×
North Carolina59,4121.05×
Indiana58,5761.71×
Georgia52,7990.91×
Arizona46,7551.22×
Wisconsin43,7451.55×
Virginia43,5110.95×
Illinois42,5000.68×
Tennessee36,7040.98×
Colorado33,7061.14×
Alabama33,3501.27×
South Carolina32,1871.14×
Missouri31,8111.05×
Maryland29,6940.92×
Kentucky27,4411.17×
Washington24,8240.66×
Minnesota24,5400.91×
Mississippi24,5061.59×
New Jersey23,9860.5×
Iowa21,3771.38×
Idaho20,6362.2×
Oklahoma18,3510.88×
Massachusetts18,0740.49×
Utah17,0131.01×
Louisiana16,5010.68×
Oregon13,1700.61×
Kansas12,9000.87×
Connecticut12,5470.67×
West Virginia12,0201.38×
Nevada11,3090.62×
Arkansas9,3820.61×
New Mexico8,6960.93×
Nebraska8,5370.91×
Delaware8,1421.57×
South Dakota7,0501.63×
Alaska5,5751.39×
Vermont5,0341.53×
Maine4,0380.6×
Rhode Island3,8390.64×
Washington, District of Columbia3,7450.66×
New Hampshire2,5810.35×
Hawaii2,1650.27×
Montana1,9880.38×
North Dakota1,9110.5×

Top brand affinities

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

Top brand affinities (over-index vs. country average) for USA TODAY Sports audience
BrandAffinityCategory
MSN9.94×News
Autism Awareness19.03×Health
Diabetes mellitus awareness12.48×Health
Deion Sanders14.79×Sports
Microblogging12.67×Technology & Electronics
Singer-songwriter5.51×Music & Radio
Income tax13.19×Business & Career
Staples (Canada)4.19×Business & Career
Baker Mayfield10.59×Sports
Charles, Prince of Wales18.87×Politics & Society
Great Clips3.96×Beauty & Wellness
Duke Blue Devils men's basketball5.93×Sports
Aaron Judge6.23×Sports
Chuck Norris3.79×Movies & TV
Fox News Channel1.66×Movies & TV
NESN8.96×Movies & TV
Sports Illustrated4.9×Sports
Planet Fitness2.03×Sports
Dak Prescott5.89×Sports
Ohio State University5.17×Business & Career

Psychographic profile

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

Top personality traits over-indexed by USA TODAY Sports audience
TraitClusterScore
Early Adopter MentalityPOWER1.36
Sports ActivityPOWER1.13
Career OrientationPOWER1.1
Risk AppetiteTHRILL1.05
Need for SecurityCONSERVATISM1.05
Social Media UsageJOY1.01

Worldwide distribution

Worldwide audience distribution share by country for USA TODAY Sports
CountryShare
United States93.3%
Canada2.4%
United Kingdom1.4%

See USA TODAY Sports audiences in other countries

More Sports audiences in United States

Frequently asked questions

How many fans does USA TODAY Sports have in United States?

USA TODAY Sports has an estimated audience of 1,873,781 people in United States, concentrated in Michigan and Florida.

What is the gender split and age of USA TODAY Sports fans?

28.8% of USA TODAY Sports fans are female, 71.2% are male, with an average age of 45.3 years.

Which brands do USA TODAY Sports fans like most?

USA TODAY Sports fans show strongest brand affinity for MSN (9.94×), Autism Awareness (19.03×), and Diabetes mellitus awareness (12.48×) over the country average.

Where do USA TODAY Sports fans live in United States?

USA TODAY Sports fans in United States are most concentrated in Michigan (reach 160,778), Florida (reach 130,775), and California (reach 84,853). These three regions account for the largest share of the active audience.

What other brands do USA TODAY Sports fans also like?

Beyond USA TODAY Sports itself, the audience over-indexes on Autism Awareness (19.03×), Diabetes mellitus awareness (12.48×), Deion Sanders (14.79×), and Microblogging (12.67×) 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 USA TODAY Sports. 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.