A data profile of the people who buy, follow and care about Via Marte in Brazil — modelled from more than twelve digital signal sources. Via Marte has an estimated audience of 3,994,662 people in Brazil.
The average Via Marte fan in Brazil is 39.1 years old, more female, and lives primarily in São Paulo.
The audience is concentrated in São Paulo, Rio Grande do Sul, Minas Gerais.
Top brand affinities include Tok&Stok, Leisure, Psychology, with strongest over-indexing on Tok&Stok (4.24× the country average).
Demographically, the Via Marte audience skews more female with an average age of 39.1, and over-indexes on personality traits such as Design Affinity, Quality Awareness.
Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 27 regions tracked by Rascasse.
The typical Via Marte fan in Brazil is more female, around 39.1 years old, with strong Design Affinity tendencies and a notable affinity for Tok&Stok.
The key figures that characterise the Via Marte profile in Brazil.
72.9% are female, 27.1% are male, average age 39.1.
| Metric | Value |
|---|---|
| Female | 72.9% |
| Male | 27.1% |
| Average age | 39.1 |
| Estimated audience size | 3,994,662 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 15% | |
| 20-29 | 24% | |
| 30-39 | 23% | |
| 40-49 | 20% | |
| 50+ | 18% |
of the worldwide Via Marte audience comes from Brazil.
| Country | Share |
|---|---|
| Brazil | 93.1% |
| Italy | 4.4% |
| Switzerland | 0.5% |
Where the Via Marte audience in Brazil is strongest.
| # | Region | Reach | Affinity | × |
|---|---|---|---|---|
| 01 | Rio Grande do Sul | ~800K | 3.19× | |
| 02 | Santa Catarina | ~400K | 2.00× | |
| 03 | Paraná | ~500K | 1.96× | |
| 04 | São Paulo | ~2M | 1.71× | |
| 05 | Minas Gerais | ~700K | 1.68× | |
| 06 | Mato Grosso do Sul | ~80K | 1.34× | |
| 07 | Goiás | ~200K | 1.27× | |
| 08 | Tocantins | ~30K | 0.98× | |
| 09 | Mato Grosso | ~70K | 0.95× | |
| 10 | Rondônia | ~30K | 0.88× | |
| 11 | Federal District | ~60K | 0.87× | |
| 12 | Pernambuco | ~200K | 0.85× | |
| 13 | Roraima | ~9K | 0.84× | |
| 14 | Espírito Santo | ~70K | 0.83× | |
| 15 | Amapá | ~10K | 0.83× | |
| 16 | Bahia | ~200K | 0.82× | |
| 17 | Acre | ~10K | 0.81× | |
| 18 | Piauí | ~40K | 0.80× | |
| 19 | Paraíba | ~60K | 0.79× | |
| 20 | Rio de Janeiro | ~300K | 0.78× | |
| 21 | Pará | ~90K | 0.72× | |
| 22 | Rio Grande do Norte | ~50K | 0.72× | |
| 23 | Sergipe | ~30K | 0.70× | |
| 24 | Alagoas | ~40K | 0.69× | |
| 25 | Maranhão | ~60K | 0.63× | |
| 26 | Ceará | ~100K | 0.59× | |
| 27 | Amazonas | ~40K | 0.55× |
The strongest cross-interests of the Via Marte audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | City (TV network) | Movies & TV | 5.75× | ||
| 02 | Tok&Stok | Home & Garden | 4.24× | ||
| 03 | Beleza na Web | Shopping | 2.55× | ||
| 04 | JusBrasil | Internet & Social Media | 2.17× | ||
| 05 | Manicure & Pedicure | Beauty & Wellness | 1.98× | ||
| 06 | Arezzo | Travel & Leisure | 1.96× | ||
| 07 | Flower | Home & Garden | 1.90× | ||
| 08 | Knitting | Home & Garden | 1.89× | ||
| 09 | Handicraft | Home & Garden | 1.78× | ||
| 10 | Crochet | Home & Garden | 1.78× | ||
| 11 | Men's clothing | Fashion & Accessoires | 1.69× | ||
| 12 | Leisure | Travel & Leisure | 1.68× | ||
| 13 | Magazine Luiza | Shopping | 1.66× | ||
| 14 | Gated community | Home & Garden | 1.65× | ||
| 15 | Parent | Kids & Family | 1.64× | ||
| 16 | Sun | Travel & Leisure | 1.64× | ||
| 17 | Confectionery | Food & Beverages | 1.56× | ||
| 18 | Casas Bahia | Shopping | 1.54× | ||
| 19 | Psychology | Business & Career | 1.53× | ||
| 20 | Candy | Food & Beverages | 1.51× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Design Affinity | PREMIUM | 1.86× | |
| Quality Awareness | PREMIUM | 1.61× | |
| Healthy Lifestyle | BALANCE | 1.33× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Risk Appetite | THRILL | 0.62× | |
| Need for Security | CONSERVATISM | 0.68× | |
| Patriotism | CONSERVATISM | 0.70× |
Via Marte has an estimated audience of 3,994,662 people in Brazil, concentrated in São Paulo and Rio Grande do Sul.
72.9% of Via Marte fans are female, 27.1% are male, with an average age of 39.1 years.
Via Marte fans show strongest brand affinity for Tok&Stok (4.24×), Leisure (1.68×), and Psychology (1.53×) over the country average.
Via Marte fans in Brazil are most concentrated in São Paulo (reach ~2M), Rio Grande do Sul (reach ~800K), and Minas Gerais (reach ~700K). These three regions account for the largest share of the active audience.
Beyond Via Marte itself, the audience over-indexes on Leisure (1.68×), Psychology (1.53×), Handicraft (1.78×), and City (TV network) (5.75×) 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 Via Marte. 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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