Family Audience in Brazil
Family has an estimated audience of 28,379,224 people in Brazil. 66.4% are female, 33.6% are male, average age 40.3. Top regions: São Paulo, Rio de Janeiro, Minas Gerais. Top brand affinities: Parenting, Homemaking, Child care, Pension, Eduardo Costa.
The average Family fan in Brazil is 40.3 years old, more female, and lives primarily in São Paulo. The audience is concentrated in São Paulo, Rio de Janeiro, Minas Gerais. Top brand affinities include Parenting, Homemaking, Child care, with strongest over-indexing on Parenting (1.59× the country average). Demographically, the Family audience skews more female with an average age of 40.3, and over-indexes on personality traits such as Need for Security, Family Orientation. Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 27 regions tracked by Rascasse.
Category: Kids & Family · Type: Topic · Subtype: Lifestyle cluster
Demographics of Family fans
| Metric | Value |
|---|---|
| Female | 66.4% |
| Male | 33.6% |
| Average age | 40.3 |
| Estimated audience size | 28,379,224 |
Audience persona
The typical Family fan in Brazil is more female, around 40.3 years old, with strong Need for Security tendencies and a notable affinity for Parenting.
Top regions in Brazil
| Region | Reach | Affinity |
|---|---|---|
| São Paulo | 6,289,678 | 0.85× |
| Rio de Janeiro | 2,621,826 | 0.99× |
| Minas Gerais | 2,498,934 | 0.85× |
| Bahia | 1,918,506 | 1.02× |
| Rio Grande do Sul | 1,495,324 | 0.89× |
| Paraná | 1,453,126 | 0.84× |
| Pernambuco | 1,407,078 | 1.08× |
| Santa Catarina | 1,185,182 | 0.91× |
| Ceará | 1,177,979 | 0.95× |
| Goiás | 1,097,344 | 1.01× |
| Pará | 1,068,590 | 1.15× |
| Maranhão | 803,584 | 1.13× |
| Amazonas | 596,538 | 1.21× |
| Paraíba | 571,314 | 1× |
| Espírito Santo | 522,792 | 0.88× |
| Mato Grosso | 521,183 | 0.98× |
| Rio Grande do Norte | 474,995 | 1× |
| Alagoas | 421,948 | 1.02× |
| Mato Grosso do Sul | 416,455 | 1.01× |
| Federal District | 408,124 | 0.86× |
| Piauí | 389,668 | 0.99× |
| Sergipe | 295,494 | 1× |
| Rondônia | 248,391 | 1.05× |
| Tocantins | 183,685 | 0.98× |
| Amapá | 108,266 | 1.08× |
| Acre | 105,036 | 1.06× |
| Roraima | 95,653 | 1.19× |
Top brand affinities
Brands and entities this audience over-indexes on, vs. the country average.
| Brand | Affinity | Category |
|---|---|---|
| Parenting | 1.59× | Kids & Family |
| Homemaking | 1.52× | Home & Garden |
| Child care | 1.55× | Kids & Family |
| Pension | 1.57× | Business & Career |
| Eduardo Costa | 1.5× | Music & Radio |
| Beşiktaş J.K. | 1.81× | Sports |
| SD Eibar | 1.9× | Sports |
| Rayo Vallecano | 1.91× | Travel & Leisure |
| Bed frame | 1.51× | Home & Garden |
| Rio Ave F.C. | 1.89× | Sports |
| Duvet | 1.61× | Home & Garden |
| Neutrogena | 1.52× | Beauty & Wellness |
| Cushion | 1.5× | Home & Garden |
| Towel | 1.56× | Home & Garden |
| Utah | 1.56× | Travel & Leisure |
| Piccadilly | 1.56× | Travel & Leisure |
| Picture frame | 1.64× | Home & Garden |
| Linens | 1.76× | Home & Garden |
| Life extension | 1.54× | Health |
| Indian subcontinent | 1.62× | Travel & Leisure |
Psychographic profile
Top six personality traits over-indexed by this audience (1.0 = country average).
| Trait | Cluster | Score |
|---|---|---|
| Need for Security | CONSERVATISM | 1.99 |
| Family Orientation | CONSERVATISM | 1.59 |
| Design Affinity | PREMIUM | 1.35 |
| Risk Appetite | THRILL | 1.3 |
| Travelling | THRILL | 1.26 |
| Price Sensitivity | PREMIUM | 1.26 |
Worldwide distribution
| Country | Share |
|---|---|
| United States | 20.5% |
| Japan | 4.7% |
| United Kingdom | 4.5% |
See Family audiences in other countries
More Lifestyle cluster audiences in Brazil
- Arts and music (39,605,104)
- Food and drink (38,965,798)
- Sports (38,308,261)
- Food (37,833,570)
- Shopping (37,669,704)
Frequently asked questions
How many fans does Family have in Brazil?
Family has an estimated audience of 28,379,224 people in Brazil, concentrated in São Paulo and Rio de Janeiro.
What is the gender split and age of Family fans?
66.4% of Family fans are female, 33.6% are male, with an average age of 40.3 years.
Which brands do Family fans like most?
Family fans show strongest brand affinity for Parenting (1.59×), Homemaking (1.52×), and Child care (1.55×) over the country average.
Where do Family fans live in Brazil?
Family fans in Brazil are most concentrated in São Paulo (reach 6,289,678), Rio de Janeiro (reach 2,621,826), and Minas Gerais (reach 2,498,934). These three regions account for the largest share of the active audience.
What other brands do Family fans also like?
Beyond Family itself, the audience over-indexes on Homemaking (1.52×), Child care (1.55×), Pension (1.57×), and Eduardo Costa (1.5×) compared to the Brazil average.
How to read this data
Audience size is the estimated number of people in Brazil who actively search for Family. 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.
About this audience profile
This audience profile is generated by Rascasse from anonymized search-behavior signals across Brazil. For methodology see methodology. Affinity values are over-index ratios vs. the country average (1.0 = baseline). Audience sizes are estimated, not measured.