A data profile of the people who buy, follow and care about Bild in Switzerland — modelled from more than twelve digital signal sources. Bild has an estimated audience of 6,675,000 people in Switzerland.
The average Bild fan in Switzerland is 41.4 years old, balanced, and lives primarily in Canton of Zürich.
The audience is concentrated in Canton of Zürich, Canton of Bern, Aargau.
Top brand affinities include GMX Mail, tagesanzeiger, 20 Minuten, with strongest over-indexing on GMX Mail (5.23× the country average).
Demographically, the Bild audience skews balanced with an average age of 41.4, and over-indexes on personality traits such as Early Adopter Mentality, Price Sensitivity.
Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 26 regions tracked by Rascasse.
The typical Bild fan in Switzerland is balanced, around 41.4 years old, with strong Early Adopter Mentality tendencies and a notable affinity for GMX Mail.
The key figures that characterise the Bild profile in Switzerland.
49.1% are female, 50.9% are male, average age 41.4.
| Metric | Value |
|---|---|
| Female | 49.1% |
| Male | 50.9% |
| Average age | 41.4 |
| Estimated audience size | 6,675,000 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 12% | |
| 20-29 | 20% | |
| 30-39 | 22% | |
| 40-49 | 24% | |
| 50+ | 22% |
Where the Bild audience in Switzerland is strongest.
| # | Region | Reach | Affinity | × |
|---|---|---|---|---|
| 01 | Thurgau | ~200K | 1.88× | |
| 02 | Canton of St. Gallen | ~300K | 1.79× | |
| 03 | Aargau | ~400K | 1.71× | |
| 04 | Basel-Landschaft | ~200K | 1.68× | |
| 05 | Luzern | ~300K | 1.54× | |
| 06 | Schaffhausen | ~50K | 1.52× | |
| 07 | Solothurn | ~200K | 1.49× | |
| 08 | Graubünden | ~200K | 1.42× | |
| 09 | Canton of Zürich | ~1M | 1.30× | |
| 10 | Schwyz | ~100K | 1.30× | |
| 11 | Canton of Bern | ~700K | 1.29× | |
| 12 | Basel-City | ~300K | 1.24× | |
| 13 | Canton of Zug | ~80K | 1.05× | |
| 14 | Appenzell Ausserrhoden | ~30K | 1.00× | |
| 15 | Uri | ~20K | 0.91× | |
| 16 | Canton of Obwalden | ~20K | 0.89× | |
| 17 | Canton of Nidwalden | ~20K | 0.85× | |
| 18 | Canton of Glarus | ~20K | 0.66× | |
| 19 | Valais | ~200K | 0.63× | |
| 20 | Appenzell Innerrhoden | ~5K | 0.54× | |
| 21 | Ticino | ~100K | 0.52× | |
| 22 | Fribourg | ~80K | 0.35× | |
| 23 | Vaud | ~100K | 0.20× | |
| 24 | Jura | ~8K | 0.18× | |
| 25 | Neuchatel | ~20K | 0.12× | |
| 26 | Canton of Geneva | ~40K | 0.09× |
The strongest cross-interests of the Bild audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | FOCUS Online | News | 7.43× | ||
| 02 | Die Welt | News | 6.86× | ||
| 03 | Let's Dance (German TV series) | Movies & TV | 6.15× | ||
| 04 | Kronen Zeitung | News | 6.10× | ||
| 05 | GMX Mail | Internet & Social Media | 5.23× | ||
| 06 | Spiegel Online | News | 5.16× | ||
| 07 | Gute Zeiten, schlechte Zeiten | Movies & TV | 4.48× | ||
| 08 | Tabloid (newspaper format) | Literature | 4.11× | ||
| 09 | Schlager music | Music & Radio | 3.68× | ||
| 10 | News magazine | News | 3.62× | ||
| 11 | tagesanzeiger | News | 3.57× | ||
| 12 | Beatrice Egli | Music & Radio | 3.54× | ||
| 13 | Schweizer Illustrierte | News | 3.15× | ||
| 14 | 20 Minuten | News | 2.97× | ||
| 15 | Blick | News | 2.62× | ||
| 16 | Le Matin | News | 2.18× | ||
| 17 | Germany | Travel & Leisure | 2.04× | ||
| 18 | Marco Odermatt | Sports | 1.68× | ||
| 19 | Coop | Food & Beverages | 1.66× | ||
| 20 | Aldi | Shopping | 1.61× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Early Adopter Mentality | POWER | 1.34× | |
| Price Sensitivity | PREMIUM | 1.13× | |
| Patriotism | CONSERVATISM | 0.97× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Sustainability | BALANCE | 0.41× | |
| Healthy Lifestyle | BALANCE | 0.67× | |
| Social Media Usage | JOY | 0.84× |
Bild has an estimated audience of 6,675,000 people in Switzerland, concentrated in Canton of Zürich and Canton of Bern.
49.1% of Bild fans are female, 50.9% are male, with an average age of 41.4 years.
Bild fans show strongest brand affinity for GMX Mail (5.23×), tagesanzeiger (3.57×), and 20 Minuten (2.97×) over the country average.
Bild fans in Switzerland are most concentrated in Canton of Zürich (reach ~1M), Canton of Bern (reach ~700K), and Aargau (reach ~400K). These three regions account for the largest share of the active audience.
Beyond Bild itself, the audience over-indexes on tagesanzeiger (3.57×), 20 Minuten (2.97×), Coop (1.66×), and Let's Dance (German TV series) (6.15×) compared to the Switzerland average.
Related profiles, rankings and the same audience in other markets.
Audience size is the estimated number of people in Switzerland who actively search for Bild. 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 Switzerland. 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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