A data profile of the people who buy, follow and care about Saturday in Canada — modelled from more than twelve digital signal sources. Saturday has an estimated audience of 3,672,950 people in Canada.
The average Saturday fan in Canada is 39.0 years old, more female, and lives primarily in Ontario.
The audience is concentrated in Ontario, Quebec, British Columbia.
Top brand affinities include Real estate broker, Dollarama, Real property, with strongest over-indexing on Real estate broker (1.9× the country average).
Demographically, the Saturday audience skews more female with an average age of 39.0, and over-indexes on personality traits such as Tradition, Family Orientation.
Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 10 regions tracked by Rascasse.
The typical Saturday fan in Canada is more female, around 39.0 years old, with strong Tradition tendencies and a notable affinity for Real estate broker.
The key figures that characterise the Saturday profile in Canada.
59.3% are female, 40.7% are male, average age 39.0.
| Metric | Value |
|---|---|
| Female | 59.3% |
| Male | 40.7% |
| Average age | 39.0 |
| Estimated audience size | 3,672,950 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 21% | |
| 20-29 | 19% | |
| 30-39 | 20% | |
| 40-49 | 21% | |
| 50+ | 20% |
of the worldwide Saturday audience comes from Canada.
| Country | Share |
|---|---|
| United States | 30.6% |
| United Kingdom | 7.2% |
| Australia | 3.6% |
Where the Saturday audience in Canada is strongest.
| # | Region | Reach | Affinity | × |
|---|---|---|---|---|
| 01 | Quebec | ~1M | 1.42× | |
| 02 | Ontario | ~2M | 1.30× | |
| 03 | British Columbia | ~600K | 1.11× | |
| 04 | Alberta | ~500K | 1.05× | |
| 05 | New Brunswick | ~90K | 1.01× | |
| 06 | Nova Scotia | ~100K | 0.99× | |
| 07 | Manitoba | ~100K | 0.95× | |
| 08 | Saskatchewan | ~100K | 0.92× | |
| 09 | Prince Edward Island | ~20K | 0.89× | |
| 10 | Newfoundland and Labrador | ~50K | 0.83× |
The strongest cross-interests of the Saturday audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | Sushi Shop | Food & Beverages | 3.49× | ||
| 02 | LTE (telecommunication) | Technology & Electronics | 3.49× | ||
| 03 | Tinder | Internet & Social Media | 3.09× | ||
| 04 | Orbitz | Travel & Leisure | 3.04× | ||
| 05 | Automatic transmission | Cars & Mobility | 2.83× | ||
| 06 | Protein bar | Food & Beverages | 2.48× | ||
| 07 | Hormone | Health | 2.45× | ||
| 08 | Arthritis awareness | Health | 2.17× | ||
| 09 | Sarcasm | Politics & Society | 1.98× | ||
| 10 | Real estate broker | Home & Garden | 1.90× | ||
| 11 | Blanket | Home & Garden | 1.73× | ||
| 12 | Microwave oven | Home & Garden | 1.65× | ||
| 13 | Dollarama | Shopping | 1.63× | ||
| 14 | Dentistry | Business & Career | 1.61× | ||
| 15 | HomeSense | Home & Garden | 1.60× | ||
| 16 | Real property | Home & Garden | 1.59× | ||
| 17 | Western Union | Business & Career | 1.59× | ||
| 18 | Catholic Church | Politics & Society | 1.57× | ||
| 19 | Wealth management | Business & Career | 1.56× | ||
| 20 | Public transport | Cars & Mobility | 1.52× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Tradition | CONSERVATISM | 1.26× | |
| Family Orientation | CONSERVATISM | 1.25× | |
| Community Orientation | OPEN | 1.16× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Pet Ownership | JOY | 0.85× | |
| Luxury Orientation | PREMIUM | 0.86× | |
| Mindfulness | BALANCE | 0.87× |
Saturday has an estimated audience of 3,672,950 people in Canada, concentrated in Ontario and Quebec.
59.3% of Saturday fans are female, 40.7% are male, with an average age of 39.0 years.
Saturday fans show strongest brand affinity for Real estate broker (1.9×), Dollarama (1.63×), and Real property (1.59×) over the country average.
Saturday fans in Canada are most concentrated in Ontario (reach ~2M), Quebec (reach ~1M), and British Columbia (reach ~600K). These three regions account for the largest share of the active audience.
Beyond Saturday itself, the audience over-indexes on Dollarama (1.63×), Real property (1.59×), HomeSense (1.6×), and Tinder (3.09×) compared to the Canada average.
Related profiles, rankings and the same audience in other markets.
Audience size is the estimated number of people in Canada who actively search for Saturday. 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 Canada. 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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