A data profile of the people who buy, follow and care about Australian Football League in Australia — modelled from more than twelve digital signal sources. Australian Football League has an estimated audience of 8,927,067 people in Australia.
The average Australian Football League fan in Australia is 40.8 years old, balanced, and lives primarily in Victoria.
The audience is concentrated in Victoria, Queensland, Western Australia.
Top brand affinities include Cotton On, National Rugby League, AFL Grand Final, with strongest over-indexing on Cotton On (2.21× the country average).
Demographically, the Australian Football League audience skews balanced with an average age of 40.8, and over-indexes on personality traits such as Sports Activity, Early Adopter Mentality.
Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 8 regions tracked by Rascasse.
The typical Australian Football League fan in Australia is balanced, around 40.8 years old, with strong Sports Activity tendencies and a notable affinity for Cotton On.
The key figures that characterise the Australian Football League profile in Australia.
46.2% are female, 53.8% are male, average age 40.8.
| Metric | Value |
|---|---|
| Female | 46.2% |
| Male | 53.8% |
| Average age | 40.8 |
| Estimated audience size | 8,927,067 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 17% | |
| 20-29 | 19% | |
| 30-39 | 18% | |
| 40-49 | 20% | |
| 50+ | 26% |
of the worldwide Australian Football League audience comes from Australia.
| Country | Share |
|---|---|
| Australia | 54.8% |
| United States | 8.6% |
| United Kingdom | 4.3% |
Where the Australian Football League audience in Australia is strongest.
| # | Region | Reach | Affinity | × |
|---|---|---|---|---|
| 01 | South Australia | ~1M | 1.61× | |
| 02 | Tasmania | ~300K | 1.43× | |
| 03 | Victoria | ~3.5M | 1.25× | |
| 04 | Western Australia | ~1M | 1.18× | |
| 05 | Northern Territory | ~80K | 1.02× | |
| 06 | Queensland | ~1.5M | 0.59× | |
| 07 | Australian Capital Territory | ~100K | 0.56× | |
| 08 | New South Wales | ~1M | 0.35× |
The strongest cross-interests of the Australian Football League audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | Melbourne Football Club | Sports | 3.14× | ||
| 02 | Richmond Football Club | Sports | 2.99× | ||
| 03 | Western Bulldogs | Sports | 2.97× | ||
| 04 | Hawthorn Football Club | Sports | 2.89× | ||
| 05 | Collingwood Football Club | Sports | 2.82× | ||
| 06 | AFL Grand Final | Sports | 2.81× | ||
| 07 | West Coast Eagles | Sports | 2.75× | ||
| 08 | Geelong Football Club | Sports | 2.72× | ||
| 09 | Brisbane Lions | Sports | 2.71× | ||
| 10 | Fremantle Football Club | Sports | 2.69× | ||
| 11 | Carlton Football Club | Sports | 2.62× | ||
| 12 | FOX Footy | Sports | 2.57× | ||
| 13 | Freedom Furniture | Home & Garden | 2.51× | ||
| 14 | Zimmermann | Home & Garden | 2.36× | ||
| 15 | Kookai | Fashion & Accessoires | 2.34× | ||
| 16 | Cotton On | Fashion & Accessoires | 2.21× | ||
| 17 | Australian rules football | Sports | 2.17× | ||
| 18 | Princess Polly | Fashion & Accessoires | 1.92× | ||
| 19 | National Rugby League | Sports | 1.57× | ||
| 20 | Harvey Norman | Shopping | 1.50× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Sports Activity | POWER | 0.96× | |
| Early Adopter Mentality | POWER | 0.88× | |
| Patriotism | CONSERVATISM | 0.88× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Price Sensitivity | PREMIUM | 0.66× | |
| Healthy Lifestyle | BALANCE | 0.69× | |
| Quality Awareness | PREMIUM | 0.70× |
Australian Football League has an estimated audience of 8,927,067 people in Australia, concentrated in Victoria and Queensland.
46.2% of Australian Football League fans are female, 53.8% are male, with an average age of 40.8 years.
Australian Football League fans show strongest brand affinity for Cotton On (2.21×), National Rugby League (1.57×), and AFL Grand Final (2.81×) over the country average.
Australian Football League fans in Australia are most concentrated in Victoria (reach ~3.5M), Queensland (reach ~1.5M), and Western Australia (reach ~1M). These three regions account for the largest share of the active audience.
Beyond Australian Football League itself, the audience over-indexes on National Rugby League (1.57×), AFL Grand Final (2.81×), Australian rules football (2.17×), and Harvey Norman (1.5×) 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 Australian Football League. 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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