A data profile of the people who buy, follow and care about Radio in Brazil — modelled from more than twelve digital signal sources. Radio has an estimated audience of 12,387,565 people in Brazil.
The average Radio fan in Brazil is 41.9 years old, more female, and lives primarily in São Paulo.
The audience is concentrated in São Paulo, Minas Gerais, Rio Grande do Sul.
Top brand affinities include Current events, Humour, Música sertaneja, with strongest over-indexing on Current events (1.64× the country average).
Demographically, the Radio audience skews more female with an average age of 41.9, and over-indexes on personality traits such as Spirituality, Creativity.
Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 27 regions tracked by Rascasse.
The typical Radio fan in Brazil is more female, around 41.9 years old, with strong Spirituality tendencies and a notable affinity for Current events.
The key figures that characterise the Radio profile in Brazil.
56.2% are female, 43.8% are male, average age 41.9.
| Metric | Value |
|---|---|
| Female | 56.2% |
| Male | 43.8% |
| Average age | 41.9 |
| Estimated audience size | 12,387,565 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 14% | |
| 20-29 | 18% | |
| 30-39 | 20% | |
| 40-49 | 22% | |
| 50+ | 26% |
of the worldwide Radio audience comes from Brazil.
| Country | Share |
|---|---|
| United States | 18.8% |
| India | 6.1% |
| Germany | 5.1% |
Where the Radio audience in Brazil is strongest.
| # | Region | Reach | Affinity | × |
|---|---|---|---|---|
| 01 | Rio Grande do Sul | ~1.5M | 1.83× | |
| 02 | Santa Catarina | ~900K | 1.50× | |
| 03 | Minas Gerais | ~2M | 1.41× | |
| 04 | Paraná | ~1M | 1.35× | |
| 05 | São Paulo | ~4M | 1.27× | |
| 06 | Mato Grosso do Sul | ~200K | 1.26× | |
| 07 | Ceará | ~600K | 1.11× | |
| 08 | Mato Grosso | ~300K | 1.11× | |
| 09 | Paraíba | ~300K | 1.05× | |
| 10 | Bahia | ~800K | 1.02× | |
| 11 | Espírito Santo | ~300K | 1.00× | |
| 12 | Rio de Janeiro | ~1M | 0.99× | |
| 13 | Goiás | ~500K | 0.96× | |
| 14 | Rondônia | ~100K | 0.95× | |
| 15 | Sergipe | ~100K | 0.93× | |
| 16 | Tocantins | ~70K | 0.89× | |
| 17 | Piauí | ~200K | 0.88× | |
| 18 | Pernambuco | ~500K | 0.87× | |
| 19 | Pará | ~300K | 0.82× | |
| 20 | Federal District | ~200K | 0.80× | |
| 21 | Roraima | ~30K | 0.80× | |
| 22 | Rio Grande do Norte | ~200K | 0.77× | |
| 23 | Alagoas | ~100K | 0.77× | |
| 24 | Maranhão | ~200K | 0.76× | |
| 25 | Amapá | ~30K | 0.74× | |
| 26 | Acre | ~30K | 0.73× | |
| 27 | Amazonas | ~100K | 0.68× |
The strongest cross-interests of the Radio audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | Broadcast engineering | Business & Career | 3.07× | ||
| 02 | Radio broadcasting | Music & Radio | 2.34× | ||
| 03 | Joke | Literature | 1.85× | ||
| 04 | Laughter | Movies & TV | 1.76× | ||
| 05 | God | Politics & Society | 1.66× | ||
| 06 | Current events | Arts & Culture | 1.64× | ||
| 07 | High-definition television | Technology & Electronics | 1.61× | ||
| 08 | Jesus | Politics & Society | 1.59× | ||
| 09 | Northeast Region, Brazil | Travel & Leisure | 1.59× | ||
| 10 | Regions of Brazil | Travel & Leisure | 1.58× | ||
| 11 | Portuguese Empire | Politics & Society | 1.56× | ||
| 12 | Supreme Federal Court | Politics & Society | 1.56× | ||
| 13 | Clube Atlético Mineiro | Sports | 1.54× | ||
| 14 | Grêmio Foot-Ball Porto Alegrense | Sports | 1.54× | ||
| 15 | Humour | Literature | 1.53× | ||
| 16 | Portugal | Travel & Leisure | 1.53× | ||
| 17 | Esporte Clube Bahia | Sports | 1.53× | ||
| 18 | Música sertaneja | Music & Radio | 1.52× | ||
| 19 | Esporte Clube Vitória | Sports | 1.52× | ||
| 20 | Spiritism | Health | 1.51× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Spirituality | BALANCE | 1.44× | |
| Creativity | OPEN | 1.17× | |
| Need for Security | CONSERVATISM | 1.15× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Early Adopter Mentality | POWER | 0.52× | |
| Sustainability | BALANCE | 0.59× | |
| Travelling | THRILL | 0.62× |
Radio has an estimated audience of 12,387,565 people in Brazil, concentrated in São Paulo and Minas Gerais.
56.2% of Radio fans are female, 43.8% are male, with an average age of 41.9 years.
Radio fans show strongest brand affinity for Current events (1.64×), Humour (1.53×), and Música sertaneja (1.52×) over the country average.
Radio fans in Brazil are most concentrated in São Paulo (reach ~4M), Minas Gerais (reach ~2M), and Rio Grande do Sul (reach ~1.5M). These three regions account for the largest share of the active audience.
Beyond Radio itself, the audience over-indexes on Humour (1.53×), Música sertaneja (1.52×), Clube Atlético Mineiro (1.54×), and Grêmio Foot-Ball Porto Alegrense (1.54×) compared to the Brazil average.
Related profiles, rankings and the same audience in other markets.
Audience size is the estimated number of people in Brazil who actively search for Radio. 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 Brazil. 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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