A data profile of the people who buy, follow and care about rugby in Australia — modelled from more than twelve digital signal sources. rugby has an estimated audience of 3,126,801 people in Australia.
rugby has an estimated audience of 3,126,801 people in Australia. 51.7% are female, 48.3% are male, average age 38.5. Top brand affinities: Brisbane Broncos, Canberra Raiders, Wests Tigers, Australian Open, St. George Illawarra Dragons.
Top brand affinities include Brisbane Broncos, Canberra Raiders, Wests Tigers, with strongest over-indexing on Brisbane Broncos (5.27× the country average).
Demographically, the rugby audience skews balanced with an average age of 38.5, and over-indexes on personality traits such as Price Sensitivity, Travelling.
The typical rugby fan in Australia is balanced, around 38.5 years old, with strong Price Sensitivity tendencies and a notable affinity for Brisbane Broncos.
The key figures that characterise the rugby profile in Australia.
51.7% are female, 48.3% are male, average age 38.5.
| Metric | Value |
|---|---|
| Female | 51.7% |
| Male | 48.3% |
| Average age | 38.5 |
| Estimated audience size | 3,126,801 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 20% | |
| 20-29 | 22% | |
| 30-39 | 20% | |
| 40-49 | 20% | |
| 50+ | 19% |
of the worldwide rugby audience comes from Australia.
| Country | Share |
|---|---|
| United States | 19.4% |
| United Kingdom | 11.9% |
| France | 9.7% |
The strongest cross-interests of the rugby audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | New Zealand Warriors | Sports | 6.86× | ||
| 02 | Canberra Raiders | Sports | 6.71× | ||
| 03 | St. George Illawarra Dragons | Sports | 6.34× | ||
| 04 | North Queensland Cowboys | Sports | 6.30× | ||
| 05 | Newcastle Knights | Sports | 5.94× | ||
| 06 | Gold Coast Titans | Sports | 5.85× | ||
| 07 | Wests Tigers | Sports | 5.45× | ||
| 08 | Cronulla-Sutherland Sharks | Sports | 5.44× | ||
| 09 | Brisbane Broncos | Sports | 5.27× | ||
| 10 | Canterbury-Bankstown Bulldogs | Sports | 5.10× | ||
| 11 | State of Origin series | Sports | 4.95× | ||
| 12 | Penrith Panthers | Sports | 4.56× | ||
| 13 | South Sydney Rabbitohs | Sports | 4.19× | ||
| 14 | Australian Open | Sports | 3.27× | ||
| 15 | FIFA World Cup | Sports | 1.98× | ||
| 16 | Cotton On | Fashion & Accessoires | 1.89× | ||
| 17 | Harvey Norman | Shopping | 1.68× | ||
| 18 | Kmart | Shopping | 1.65× | ||
| 19 | Australian Football League | Sports | 1.62× | ||
| 20 | Myer | Fashion & Accessoires | 1.52× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Price Sensitivity | PREMIUM | 1.79× | |
| Travelling | THRILL | 1.56× | |
| Luxury Orientation | PREMIUM | 1.44× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Tradition | CONSERVATISM | 0.68× | |
| Mindfulness | BALANCE | 0.71× | |
| Creativity | OPEN | 0.71× |
Related profiles, rankings and the same audience in other markets.
Audience size is the estimated number of people in Australia who actively search for rugby. 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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