A data profile of the people who buy, follow and care about Australian rules football in Australia — modelled from more than twelve digital signal sources. Australian rules football has an estimated audience of 3,930,793 people in Australia.
The average Australian rules football fan in Australia is 39.7 years old, balanced, and lives primarily in Victoria.
The audience is concentrated in Victoria, New South Wales, Queensland.
Top brand affinities include Australian Football League, Cotton On, AFL Grand Final, with strongest over-indexing on Australian Football League (1.98× the country average).
Demographically, the Australian rules football audience skews balanced with an average age of 39.7, and over-indexes on personality traits such as Sports Activity, Community Orientation.
Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 8 regions tracked by Rascasse.
The typical Australian rules football fan in Australia is balanced, around 39.7 years old, with strong Sports Activity tendencies and a notable affinity for Australian Football League.
The key figures that characterise the Australian rules football profile in Australia.
50.3% are female, 49.7% are male, average age 39.7.
| Metric | Value |
|---|---|
| Female | 50.3% |
| Male | 49.7% |
| Average age | 39.7 |
| Estimated audience size | 3,930,793 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 19% | |
| 20-29 | 20% | |
| 30-39 | 18% | |
| 40-49 | 21% | |
| 50+ | 22% |
of the worldwide Australian rules football audience comes from Australia.
| Country | Share |
|---|---|
| Australia | 38.0% |
| United States | 15.6% |
| United Kingdom | 8.3% |
Where the Australian rules football audience in Australia is strongest.
| # | Region | Reach | Affinity | × |
|---|---|---|---|---|
| 01 | Tasmania | ~100K | 1.63× | |
| 02 | South Australia | ~500K | 1.51× | |
| 03 | Victoria | ~1.5M | 1.21× | |
| 04 | Western Australia | ~500K | 1.04× | |
| 05 | Northern Territory | ~30K | 0.92× | |
| 06 | Australian Capital Territory | ~60K | 0.73× | |
| 07 | Queensland | ~600K | 0.63× | |
| 08 | New South Wales | ~700K | 0.52× |
The strongest cross-interests of the Australian rules football audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | Western Bulldogs | Sports | 2.88× | ||
| 02 | Melbourne Football Club | Sports | 2.84× | ||
| 03 | Geelong Football Club | Sports | 2.63× | ||
| 04 | Hawthorn Football Club | Sports | 2.60× | ||
| 05 | West Coast Eagles | Sports | 2.56× | ||
| 06 | Richmond Football Club | Sports | 2.56× | ||
| 07 | Fremantle Football Club | Sports | 2.53× | ||
| 08 | Collingwood Football Club | Sports | 2.49× | ||
| 09 | Carlton Football Club | Sports | 2.44× | ||
| 10 | North Melbourne Football Club | Sports | 2.43× | ||
| 11 | Brisbane Lions | Sports | 2.38× | ||
| 12 | AFL Grand Final | Sports | 2.36× | ||
| 13 | Nick Scali Furniture | Home & Garden | 2.25× | ||
| 14 | Freedom Furniture | Home & Garden | 2.20× | ||
| 15 | Kookai | Fashion & Accessoires | 2.18× | ||
| 16 | Zimmermann | Home & Garden | 2.08× | ||
| 17 | Cotton On | Fashion & Accessoires | 2.03× | ||
| 18 | Australian Football League | Sports | 1.98× | ||
| 19 | Princess Polly | Fashion & Accessoires | 1.69× | ||
| 20 | Adairs | Home & Garden | 1.68× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Sports Activity | POWER | 0.87× | |
| Community Orientation | OPEN | 0.82× | |
| Design Affinity | PREMIUM | 0.82× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Healthy Lifestyle | BALANCE | 0.64× | |
| Price Sensitivity | PREMIUM | 0.64× | |
| Convenience Orientation | PREMIUM | 0.66× |
Australian rules football has an estimated audience of 3,930,793 people in Australia, concentrated in Victoria and New South Wales.
50.3% of Australian rules football fans are female, 49.7% are male, with an average age of 39.7 years.
Australian rules football fans show strongest brand affinity for Australian Football League (1.98×), Cotton On (2.03×), and AFL Grand Final (2.36×) over the country average.
Australian rules football fans in Australia are most concentrated in Victoria (reach ~1.5M), New South Wales (reach ~700K), and Queensland (reach ~600K). These three regions account for the largest share of the active audience.
Beyond Australian rules football itself, the audience over-indexes on Cotton On (2.03×), AFL Grand Final (2.36×), Kookai (2.18×), and Geelong Football Club (2.63×) 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 rules football. 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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