A data profile of the people who buy, follow and care about AFL Grand Final in Australia — modelled from more than twelve digital signal sources. AFL Grand Final has an estimated audience of 2,569,197 people in Australia.
The average AFL Grand Final fan in Australia is 40.7 years old, balanced, and lives primarily in Victoria.
The audience is concentrated in Victoria, Queensland, New South Wales.
Top brand affinities include Cotton On, Australian Football League, Harvey Norman, with strongest over-indexing on Cotton On (3.51× the country average).
Demographically, the AFL Grand Final audience skews balanced with an average age of 40.7, and over-indexes on personality traits such as Sports Activity, Pet Ownership.
Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 8 regions tracked by Rascasse.
The typical AFL Grand Final fan in Australia is balanced, around 40.7 years old, with strong Sports Activity tendencies and a notable affinity for Cotton On.
The key figures that characterise the AFL Grand Final profile in Australia.
52.6% are female, 47.4% are male, average age 40.7.
| Metric | Value |
|---|---|
| Female | 52.6% |
| Male | 47.4% |
| Average age | 40.7 |
| Estimated audience size | 2,569,197 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 15% | |
| 20-29 | 21% | |
| 30-39 | 19% | |
| 40-49 | 20% | |
| 50+ | 24% |
of the worldwide AFL Grand Final audience comes from Australia.
| Country | Share |
|---|---|
| Australia | 74.2% |
| United States | 9.7% |
| United Kingdom | 4.2% |
Where the AFL Grand Final audience in Australia is strongest.
| # | Region | Reach | Affinity | × |
|---|---|---|---|---|
| 01 | Victoria | ~1M | 1.30× | |
| 02 | South Australia | ~300K | 1.24× | |
| 03 | Western Australia | ~300K | 1.09× | |
| 04 | Queensland | ~600K | 1.01× | |
| 05 | Northern Territory | ~20K | 0.97× | |
| 06 | Tasmania | ~50K | 0.94× | |
| 07 | Australian Capital Territory | ~50K | 0.90× | |
| 08 | New South Wales | ~500K | 0.56× |
The strongest cross-interests of the AFL Grand Final audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | Melbourne Football Club | Sports | 5.53× | ||
| 02 | Richmond Football Club | Sports | 5.02× | ||
| 03 | Fremantle Football Club | Sports | 4.81× | ||
| 04 | Western Bulldogs | Sports | 4.79× | ||
| 05 | North Melbourne Football Club | Sports | 4.62× | ||
| 06 | Collingwood Football Club | Sports | 4.59× | ||
| 07 | Geelong Football Club | Sports | 4.52× | ||
| 08 | West Coast Eagles | Sports | 4.50× | ||
| 09 | Hawthorn Football Club | Sports | 4.50× | ||
| 10 | Freedom Furniture | Home & Garden | 4.33× | ||
| 11 | Brisbane Lions | Sports | 4.33× | ||
| 12 | Nick Scali Furniture | Home & Garden | 4.18× | ||
| 13 | Zimmermann | Home & Garden | 4.13× | ||
| 14 | Kookai | Fashion & Accessoires | 4.09× | ||
| 15 | Cotton On | Fashion & Accessoires | 3.51× | ||
| 16 | Princess Polly | Fashion & Accessoires | 3.24× | ||
| 17 | Adairs | Home & Garden | 3.01× | ||
| 18 | Australian Football League | Sports | 2.52× | ||
| 19 | Harvey Norman | Shopping | 2.42× | ||
| 20 | National Rugby League | Sports | 2.00× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Sports Activity | POWER | 0.87× | |
| Pet Ownership | JOY | 0.85× | |
| Design Affinity | PREMIUM | 0.85× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Quality Awareness | PREMIUM | 0.47× | |
| Spirituality | BALANCE | 0.54× | |
| Convenience Orientation | PREMIUM | 0.56× |
AFL Grand Final has an estimated audience of 2,569,197 people in Australia, concentrated in Victoria and Queensland.
52.6% of AFL Grand Final fans are female, 47.4% are male, with an average age of 40.7 years.
AFL Grand Final fans show strongest brand affinity for Cotton On (3.51×), Australian Football League (2.52×), and Harvey Norman (2.42×) over the country average.
AFL Grand Final fans in Australia are most concentrated in Victoria (reach ~1M), Queensland (reach ~600K), and New South Wales (reach ~500K). These three regions account for the largest share of the active audience.
Beyond AFL Grand Final itself, the audience over-indexes on Australian Football League (2.52×), Harvey Norman (2.42×), Kookai (4.09×), and Zimmermann (4.13×) compared to the Australia average.
Related profiles, rankings and the same audience in other markets.
Audience size is the estimated number of people in Australia who actively search for AFL Grand Final. 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.
This audience profile is generated by Rascasse from anonymized search-behavior signals across Australia. For methodology see methodology. Affinity values are over-index ratios vs. the country average (1.0 = baseline). Audience sizes are estimated, not measured.
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