Frieze Art Fair Audience in Germany
Frieze Art Fair has an estimated audience of 297,892 people in Germany. 62.4% are female, 37.6% are male, average age 34.6. Top regions: Berlin, Bayern, Nordrhein-Westfalen. Top brand affinities: Gagosian Gallery, Tate Modern, Metropolitan Museum of Art, Hauser & Wirth, Art Basel.
The average Frieze Art Fair fan in Germany is 34.6 years old, more female, and lives primarily in Berlin. The audience is concentrated in Berlin, Bayern, Nordrhein-Westfalen. Top brand affinities include Gagosian Gallery, Tate Modern, Metropolitan Museum of Art, with strongest over-indexing on Gagosian Gallery (134.65× the country average). Demographically, the Frieze Art Fair audience skews more female with an average age of 34.6, and over-indexes on personality traits such as Design Affinity, Sustainability. Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 16 regions tracked by Rascasse.
Category: Arts & Culture · Type: POI · Subtype: Museum
Demographics of Frieze Art Fair fans
| Metric | Value |
|---|---|
| Female | 62.4% |
| Male | 37.6% |
| Average age | 34.6 |
| Estimated audience size | 297,892 |
Audience persona
The typical Frieze Art Fair fan in Germany is more female, around 34.6 years old, with strong Design Affinity tendencies and a notable affinity for Gagosian Gallery.
Top regions in Germany
| Region | Reach | Affinity |
|---|---|---|
| Berlin | 24,069 | 1.81× |
| Bayern | 18,864 | 0.39× |
| Nordrhein-Westfalen | 15,169 | 0.23× |
| Hessen | 11,651 | 0.51× |
| Baden-Württemberg | 11,616 | 0.29× |
| Niedersachsen | 10,209 | 0.35× |
| Rheinland-Pfalz | 10,018 | 0.67× |
| Brandenburg | 9,413 | 1.02× |
| Saarland | 9,283 | 2.54× |
| Mecklenburg-Vorpommern | 9,217 | 1.62× |
| Sachsen | 8,541 | 0.58× |
| Schleswig-Holstein | 8,404 | 0.79× |
| Sachsen-Anhalt | 8,403 | 1.09× |
| Thüringen | 8,335 | 1.1× |
| Bremen | 8,075 | 3.17× |
| Hamburg | 6,657 | 0.99× |
Top brand affinities
Brands and entities this audience over-indexes on, vs. the country average.
| Brand | Affinity | Category |
|---|---|---|
| Gagosian Gallery | 134.65× | Arts & Culture |
| Tate Modern | 77.36× | Arts & Culture |
| Metropolitan Museum of Art | 70.28× | Arts & Culture |
| Hauser & Wirth | 169.23× | Arts & Culture |
| Art Basel | 63.71× | Arts & Culture |
| Saatchi Gallery | 62.23× | Arts & Culture |
| Serpentine Galleries | 187.91× | Arts & Culture |
| Christie's | 61.32× | Business & Career |
| Phillips (auctioneers) | 89.94× | Shopping |
| Damien Hirst | 123.66× | Arts & Culture |
| Whitney Museum of American Art | 113.94× | Arts & Culture |
| David Zwirner Gallery | 158.33× | Arts & Culture |
| Solomon R. Guggenheim Museum | 80.59× | Arts & Culture |
| Artnet | 115.02× | Arts & Culture |
| Jackson Pollock | 67.5× | Arts & Culture |
| Southbank Centre | 66.33× | Travel & Leisure |
| David Hockney | 82.36× | Arts & Culture |
| Artsy | 83.15× | Arts & Culture |
| Art exhibition | 12.86× | Arts & Culture |
| Art Collecting | 25.22× | Arts & Culture |
Psychographic profile
Top six personality traits over-indexed by this audience (1.0 = country average).
| Trait | Cluster | Score |
|---|---|---|
| Design Affinity | PREMIUM | 2.5 |
| Sustainability | BALANCE | 1.95 |
| Urban Lifestyle | OPEN | 1.88 |
| Quality Awareness | PREMIUM | 1.8 |
| Indulgence | JOY | 1.77 |
| DIY Mentality | THRILL | 1.74 |
Worldwide distribution
| Country | Share |
|---|---|
| China | 20.4% |
| United States | 16.8% |
| Japan | 8.8% |
See Frieze Art Fair audiences in other countries
More Museum audiences in Germany
- Roman Baths (Bath) (6,103,957)
- Hamburger Kunsthalle (1,815,257)
- Museum of Modern Art (1,702,431)
- Senckenberg Naturmuseum (1,253,017)
- Neue Nationalgalerie (1,127,032)
Frequently asked questions
How many fans does Frieze Art Fair have in Germany?
Frieze Art Fair has an estimated audience of 297,892 people in Germany, concentrated in Berlin and Bayern.
What is the gender split and age of Frieze Art Fair fans?
62.4% of Frieze Art Fair fans are female, 37.6% are male, with an average age of 34.6 years.
Which brands do Frieze Art Fair fans like most?
Frieze Art Fair fans show strongest brand affinity for Gagosian Gallery (134.65×), Tate Modern (77.36×), and Metropolitan Museum of Art (70.28×) over the country average.
Where do Frieze Art Fair fans live in Germany?
Frieze Art Fair fans in Germany are most concentrated in Berlin (reach 24,069), Bayern (reach 18,864), and Nordrhein-Westfalen (reach 15,169). These three regions account for the largest share of the active audience.
What other brands do Frieze Art Fair fans also like?
Beyond Frieze Art Fair itself, the audience over-indexes on Tate Modern (77.36×), Metropolitan Museum of Art (70.28×), Hauser & Wirth (169.23×), and Art Basel (63.71×) compared to the Germany average.
How to read this data
Audience size is the estimated number of people in Germany who actively search for Frieze Art Fair. 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 Germany. For methodology see methodology. Affinity values are over-index ratios vs. the country average (1.0 = baseline). Audience sizes are estimated, not measured.