{"success":true,"entity":{"id":153524,"name":"Northern Trust","category":"Business & Career","type":"Brand","subtype":"Financial services company","logo":"https://clients.rascasse.com/wp-content/uploads/2022/07/Northern-Trust.png","wikidata":"Q970695","size":416528.83146511624,"worldwideSize":891721.732339601,"country_share":46.7,"rankCountry":42587,"rankType":4753,"rankCategory":2666,"rankSubtype":8},"demographics":{"female_share":29.8,"avg_age":45,"age_buckets":[{"label":"16-24","share":7.1,"female":2.9,"male":4.3},{"label":"25-34","share":15.6,"female":5.2,"male":10.4},{"label":"35-44","share":24.5,"female":7.6,"male":16.9},{"label":"45-54","share":22.3,"female":7.6,"male":14.8},{"label":"55+","share":30.4,"female":6.6,"male":23.8}]},"psychographics":[{"cluster":"BALANCE","score":1.09},{"cluster":"OPEN","score":0.98},{"cluster":"JOY","score":1.18},{"cluster":"THRILL","score":1.1},{"cluster":"POWER","score":1.32},{"cluster":"CONSERVATISM","score":1.57},{"cluster":"PREMIUM","score":1.33}],"traits":[{"name":"Sustainability","cluster":"BALANCE","score":1.5},{"name":"Healthy Lifestyle","cluster":"BALANCE","score":0.81},{"name":"Mindfulness","cluster":"BALANCE","score":1.07},{"name":"Spirituality","cluster":"BALANCE","score":0.97},{"name":"LGBTQ+ Identity","cluster":"OPEN","score":0.63},{"name":"Creativity","cluster":"OPEN","score":0.67},{"name":"Urban Lifestyle","cluster":"OPEN","score":1.13},{"name":"Community Orientation","cluster":"OPEN","score":1.5},{"name":"Individualism","cluster":"JOY","score":1.18},{"name":"Indulgence","cluster":"JOY","score":1.55},{"name":"Social Media Usage","cluster":"JOY","score":1.12},{"name":"Pet Ownership","cluster":"JOY","score":0.89},{"name":"Extroversion","cluster":"THRILL","score":0.65},{"name":"Risk Appetite","cluster":"THRILL","score":1.2},{"name":"DIY Mentality","cluster":"THRILL","score":1.09},{"name":"Travelling","cluster":"THRILL","score":1.47},{"name":"Sports Activity","cluster":"POWER","score":1},{"name":"Career Orientation","cluster":"POWER","score":1.93},{"name":"Early Adopter Mentality","cluster":"POWER","score":1.02},{"name":"Tradition","cluster":"CONSERVATISM","score":0.97},{"name":"Patriotism","cluster":"CONSERVATISM","score":2.08},{"name":"Family Orientation","cluster":"CONSERVATISM","score":1.77},{"name":"Need for Security","cluster":"CONSERVATISM","score":1.44},{"name":"Price Sensitivity","cluster":"PREMIUM","score":1.18},{"name":"Quality Awareness","cluster":"PREMIUM","score":1.9},{"name":"Luxury Orientation","cluster":"PREMIUM","score":1},{"name":"Design Affinity","cluster":"PREMIUM","score":0.85},{"name":"Convenience Orientation","cluster":"PREMIUM","score":1.73}],"top_affinities":[{"entity_id":10192260,"name":"TIAA","logo":"https://clients.rascasse.com/wp-content/uploads/brand-logos/tiaa-10192260.png","category":"Business & Career","type":"Brand","affinity":303.4},{"entity_id":103512,"name":"American Funds","logo":"https://clients.rascasse.com/wp-content/uploads/2026/05/entity-103512-American_Funds.jpg","category":"Business & Career","type":"Brand","affinity":105.96},{"entity_id":2448,"name":"Citigroup","logo":"https://clients.rascasse.com/wp-content/uploads/2022/05/Citi.png","category":"Business & Career","type":"Brand","affinity":122.16},{"entity_id":57348,"name":"World Economic Forum","logo":"https://clients.rascasse.com/wp-content/uploads/2022/04/World-econ.png","category":"Politics & Society","type":"NGO / Political Party","affinity":101.53},{"entity_id":59976,"name":"T. Rowe Price","logo":"https://clients.rascasse.com/wp-content/uploads/2022/07/T.-Rowe-Price.png","category":"Business & Career","type":"Brand","affinity":61.39},{"entity_id":125287,"name":"Morningstar","logo":"https://clients.rascasse.com/wp-content/uploads/2022/08/Morningstar-Inc..png","category":"Business & Career","type":"Brand","affinity":117.2},{"entity_id":44846,"name":"StockTwits","logo":"https://clients.rascasse.com/wp-content/uploads/2022/08/StockTwits.png","category":"Business & Career","type":"Website / Newspaper / Magazine","affinity":50.27},{"entity_id":110435,"name":"BlackRock","logo":"https://clients.rascasse.com/wp-content/uploads/2022/08/BlackRock.png","category":"Business & Career","type":"Brand","affinity":48.19},{"entity_id":44001,"name":"Masters Tournament","logo":"https://clients.rascasse.com/wp-content/uploads/2022/04/Masters-Tournament_fullcolor.png","category":"Sports","type":"Event","affinity":13.02},{"entity_id":1677,"name":"Boston Bruins","logo":"https://clients.rascasse.com/wp-content/uploads/2022/04/Boston-Bruins_fullcolor.png","category":"Sports","type":"Team","affinity":17.88},{"entity_id":5074,"name":"FedEx","logo":"https://clients.rascasse.com/wp-content/uploads/2022/04/FedEx_fullcolor.png","category":"Business & Career","type":"Brand","affinity":8.17},{"entity_id":44005,"name":"PGA Tour","logo":"https://clients.rascasse.com/wp-content/uploads/2022/04/PGA-Tour_fullcolor.png","category":"Sports","type":"Event","affinity":6.77},{"entity_id":15122,"name":"Prudential Financial","logo":"https://clients.rascasse.com/wp-content/uploads/2022/06/Prudential-Financial.png","category":"Business & Career","type":"Brand","affinity":53.98},{"entity_id":128982,"name":"Merrill Lynch","logo":"https://clients.rascasse.com/wp-content/uploads/2022/04/Merril.png","category":"Business & Career","type":"Brand","affinity":22.27},{"entity_id":78496,"name":"Exxon","logo":"https://clients.rascasse.com/wp-content/uploads/2022/05/Exxon.png","category":"Cars & Mobility","type":"Brand","affinity":9.56},{"entity_id":191842,"name":"Fidelity Investments","logo":"https://clients.rascasse.com/wp-content/uploads/2022/04/Fidelity.png","category":"Business & Career","type":"Brand","affinity":15.1},{"entity_id":47601,"name":"Natural gas","logo":"https://clients.rascasse.com/wp-content/uploads/2026/10/entity-47601-natural-gas.png","category":"Cars & Mobility","type":"Topic","affinity":7.67},{"entity_id":109261,"name":"Halliburton","logo":"https://clients.rascasse.com/wp-content/uploads/2022/12/Halliburton.png","category":"Business & Career","type":"Brand","affinity":33.25},{"entity_id":205220,"name":"The Motley Fool","logo":"https://clients.rascasse.com/wp-content/uploads/2022/04/Motleyf.png","category":"Business & Career","type":"Website / Newspaper / Magazine","affinity":11.96},{"entity_id":16794,"name":"Golf","logo":"https://clients.rascasse.com/wp-content/uploads/2024/10/Golf.jpg","category":"Sports","type":"Topic","affinity":3.1}],"top_countries":[{"code":"US","name":"United States","share":46.7},{"code":"IN","name":"India","share":23.5},{"code":"UK","name":"United Kingdom","share":9.4}],"top_regions":[{"name":"Illinois","affinity":9.57,"reach":152469},{"name":"Florida","affinity":2.74,"reach":73418},{"name":"California","affinity":0.87,"reach":42758},{"name":"New York","affinity":1.3,"reach":32762},{"name":"Texas","affinity":1.08,"reach":30839},{"name":"Arizona","affinity":2.9,"reach":27334},{"name":"Michigan","affinity":1.22,"reach":15311},{"name":"Massachusetts","affinity":1.31,"reach":11475},{"name":"Georgia","affinity":0.81,"reach":11274},{"name":"Pennsylvania","affinity":0.67,"reach":10887},{"name":"Ohio","affinity":0.71,"reach":10372},{"name":"New Jersey","affinity":0.9,"reach":10365},{"name":"North Carolina","affinity":0.71,"reach":9786},{"name":"Wisconsin","affinity":1.3,"reach":9562},{"name":"Virginia","affinity":0.86,"reach":9275},{"name":"Indiana","affinity":0.96,"reach":8096},{"name":"Colorado","affinity":1.12,"reach":8061},{"name":"Washington","affinity":0.75,"reach":7154},{"name":"Missouri","affinity":0.89,"reach":6794},{"name":"Connecticut","affinity":1.42,"reach":6388},{"name":"Minnesota","affinity":0.87,"reach":6151},{"name":"Maryland","affinity":0.71,"reach":5470},{"name":"Tennessee","affinity":0.6,"reach":5399},{"name":"South Carolina","affinity":0.69,"reach":4676},{"name":"Kentucky","affinity":0.71,"reach":3977},{"name":"Alabama","affinity":0.52,"reach":3218},{"name":"Oregon","affinity":0.6,"reach":3166},{"name":"Louisiana","affinity":0.53,"reach":3043},{"name":"Nevada","affinity":0.75,"reach":3024},{"name":"Iowa","affinity":0.75,"reach":2990},{"name":"Utah","affinity":0.69,"reach":2796},{"name":"Oklahoma","affinity":0.54,"reach":2642},{"name":"Kansas","affinity":0.69,"reach":2510},{"name":"Arkansas","affinity":0.6,"reach":2247},{"name":"Mississippi","affinity":0.61,"reach":2228},{"name":"New Mexico","affinity":0.75,"reach":1982},{"name":"Idaho","affinity":0.76,"reach":1729},{"name":"Nebraska","affinity":0.65,"reach":1591},{"name":"West Virginia","affinity":0.67,"reach":1490},{"name":"New Hampshire","affinity":0.82,"reach":1347},{"name":"Washington, District of Columbia","affinity":1.54,"reach":1322},{"name":"Maine","affinity":0.77,"reach":1308},{"name":"Hawaii","affinity":0.72,"reach":1291},{"name":"Montana","affinity":0.79,"reach":1070},{"name":"Delaware","affinity":0.85,"reach":1046},{"name":"Rhode Island","affinity":0.78,"reach":1028},{"name":"South Dakota","affinity":0.76,"reach":833},{"name":"North Dakota","affinity":0.78,"reach":753},{"name":"Vermont","affinity":0.92,"reach":738},{"name":"Alaska","affinity":0.82,"reach":730}],"trend":[{"quarter":"Q4/22","year":2022,"quarterNum":4,"searches":121500,"yoyChange":null},{"quarter":"Q1/23","year":2023,"quarterNum":1,"searches":170500,"yoyChange":null},{"quarter":"Q2/23","year":2023,"quarterNum":2,"searches":130500,"yoyChange":null},{"quarter":"Q3/23","year":2023,"quarterNum":3,"searches":121500,"yoyChange":null},{"quarter":"Q4/23","year":2023,"quarterNum":4,"searches":139500,"yoyChange":14.8},{"quarter":"Q1/24","year":2024,"quarterNum":1,"searches":181500,"yoyChange":6.5},{"quarter":"Q2/24","year":2024,"quarterNum":2,"searches":159500,"yoyChange":22.2},{"quarter":"Q3/24","year":2024,"quarterNum":3,"searches":148500,"yoyChange":22.2},{"quarter":"Q4/24","year":2024,"quarterNum":4,"searches":141500,"yoyChange":1.4},{"quarter":"Q1/25","year":2025,"quarterNum":1,"searches":175033,"yoyChange":-3.6},{"quarter":"Q2/25","year":2025,"quarterNum":2,"searches":173067,"yoyChange":8.5},{"quarter":"Q3/25","year":2025,"quarterNum":3,"searches":150958,"yoyChange":1.7},{"quarter":"Q4/25","year":2025,"quarterNum":4,"searches":130658,"yoyChange":-7.7},{"quarter":"Q1/26","year":2026,"quarterNum":1,"searches":157488,"yoyChange":-10},{"quarter":"Q2/26","year":2026,"quarterNum":2,"searches":154912,"yoyChange":-10.5},{"quarter":"Q3/26","year":2026,"quarterNum":3,"searches":159434,"yoyChange":5.6}],"monthlyDistribution":[{"month":1,"name":"Jan","avgSearches":56740,"share":9.5},{"month":2,"name":"Feb","avgSearches":51441,"share":8.6},{"month":3,"name":"Mar","avgSearches":56623,"share":9.4},{"month":4,"name":"Apr","avgSearches":54601,"share":9.1},{"month":5,"name":"May","avgSearches":44839,"share":7.5},{"month":6,"name":"Jun","avgSearches":50256,"share":8.4},{"month":7,"name":"Jul","avgSearches":45182,"share":7.5},{"month":8,"name":"Aug","avgSearches":61838,"share":10.3},{"month":9,"name":"Sep","avgSearches":45963,"share":7.7},{"month":10,"name":"Oct","avgSearches":49932,"share":8.3},{"month":11,"name":"Nov","avgSearches":42300,"share":7},{"month":12,"name":"Dec","avgSearches":40500,"share":6.7}],"topAudiences":{},"curatedInterests":{"music":{"label":"Music Genres","items":[{"name":"Country music","logo":"https://clients.rascasse.com/wp-content/uploads/2024/10/Country-music.jpg","category":"Music & Radio","type":"Topic","subtype":"Musical genre","affinity":1.3},{"name":"Classical music","logo":"https://clients.rascasse.com/wp-content/uploads/2024/10/Classical-music.jpg","category":"Music & Radio","type":"Topic","subtype":"Musical genre","affinity":1.28},{"name":"Film score","logo":"https://clients.rascasse.com/wp-content/uploads/2024/10/Film-score.jpg","category":"Music & Radio","type":"Topic","subtype":"Musical genre","affinity":1.87}]},"food":{"label":"Food & Cuisine","items":[{"name":"Korean cuisine","logo":"https://clients.rascasse.com/wp-content/uploads/2024/10/Korean-cuisine.jpg","category":"Food & Beverages","type":"Topic","subtype":"Cuisine","affinity":1.44},{"name":"Turkish cuisine","logo":"https://clients.rascasse.com/wp-content/uploads/2024/10/Turkish-cuisine.jpg","category":"Food & Beverages","type":"Topic","subtype":"Cuisine","affinity":1.27},{"name":"Canadian cuisine","logo":"https://clients.rascasse.com/wp-content/uploads/2022/04/Canadian-1.png","category":"Food & Beverages","type":"Topic","subtype":"Cuisine","affinity":1.24}]},"sport":{"label":"Sports","items":[{"name":"Golf","logo":"https://clients.rascasse.com/wp-content/uploads/2024/10/Golf.jpg","category":"Sports","type":"Topic","subtype":"Sport","affinity":3.1},{"name":"American football","logo":"https://clients.rascasse.com/wp-content/uploads/2024/10/American-football.jpg","category":"Sports","type":"Topic","subtype":"Sport","affinity":1.24},{"name":"Baseball","logo":"https://clients.rascasse.com/wp-content/uploads/2024/10/Baseball.jpg","category":"Sports","type":"Topic","subtype":"Sport","affinity":1.3}]},"fashion":{"label":"Fashion","items":[{"name":"Under Armour","logo":"https://clients.rascasse.com/wp-content/uploads/2022/04/Under-Armour_fullcolor.png","category":"Fashion & Accessoires","type":"Brand","subtype":"Sportswear","affinity":1.6},{"name":"Levi Strauss & Co.","logo":"https://clients.rascasse.com/wp-content/uploads/2022/04/Levi-Strauss-Co._fullcolor.png","category":"Fashion & Accessoires","type":"Brand","subtype":"Streetwear","affinity":1.64},{"name":"Fanatics","logo":"https://clients.rascasse.com/wp-content/uploads/2022/04/Fanatics_fullcolor.png","category":"Fashion & Accessoires","type":"Brand","subtype":"Sportswear","affinity":1.5}]},"brands":{"label":"Top Brands","items":[{"name":"TIAA","logo":"https://clients.rascasse.com/wp-content/uploads/brand-logos/tiaa-10192260.png","category":"Business & Career","type":"Brand","subtype":"Personal finance","affinity":303.4},{"name":"FedEx","logo":"https://clients.rascasse.com/wp-content/uploads/2022/04/FedEx_fullcolor.png","category":"Business & Career","type":"Brand","subtype":"Logistics","affinity":8.17},{"name":"T. Rowe Price","logo":"https://clients.rascasse.com/wp-content/uploads/2022/07/T.-Rowe-Price.png","category":"Business & Career","type":"Brand","subtype":null,"affinity":61.39}]},"media":{"label":"Media","items":[{"name":"Fox News Channel","logo":"https://clients.rascasse.com/wp-content/uploads/2022/04/Fox-News.png","category":"News","type":"TV Channel","subtype":"News","affinity":1.58},{"name":"QVC","logo":"https://clients.rascasse.com/wp-content/uploads/2022/04/QVC_fullcolor.png","category":"Shopping","type":"TV Channel","subtype":"Home shopping","affinity":2.37},{"name":"CBS News","logo":"https://clients.rascasse.com/wp-content/uploads/2022/04/Cbs-News.png","category":"News","type":"TV Channel","subtype":"News","affinity":1.26}]}},"country_id":230,"dataSource":"entity","audienceSiid":null,"_cached":"precompute","_timing_ms":84.7}