Hamburger Morgenpost Audience in Germany
Hamburger Morgenpost has an estimated audience of 648,929 people in Germany. 45.5% are female, 54.5% are male, average age 41.0. Top regions: Hamburg, Schleswig-Holstein, Niedersachsen. Top brand affinities: Borussia Dortmund, F.C. Hansa Rostock, Hamburger SV, VfB Stuttgart, 2. Bundesliga.
The average Hamburger Morgenpost fan in Germany is 41.0 years old, balanced, and lives primarily in Hamburg. The audience is concentrated in Hamburg, Schleswig-Holstein, Niedersachsen. Top brand affinities include Borussia Dortmund, F.C. Hansa Rostock, Hamburger SV, with strongest over-indexing on Borussia Dortmund (2.4× the country average). Demographically, the Hamburger Morgenpost audience skews balanced with an average age of 41.0, and over-indexes on personality traits such as Family Orientation, Patriotism. Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 16 regions tracked by Rascasse.
Category: News · Type: Website / Newspaper / Magazine · Subtype: Newspaper
Demographics of Hamburger Morgenpost fans
| Metric | Value |
|---|---|
| Female | 45.5% |
| Male | 54.5% |
| Average age | 41.0 |
| Estimated audience size | 648,929 |
Audience persona
The typical Hamburger Morgenpost fan in Germany is balanced, around 41.0 years old, with strong Family Orientation tendencies and a notable affinity for Borussia Dortmund.
Top regions in Germany
| Region | Reach | Affinity |
|---|---|---|
| Hamburg | 110,025 | 7.5× |
| Schleswig-Holstein | 83,270 | 3.57× |
| Niedersachsen | 69,108 | 1.1× |
| Nordrhein-Westfalen | 35,083 | 0.25× |
| Bayern | 14,362 | 0.14× |
| Baden-Württemberg | 14,283 | 0.16× |
| Mecklenburg-Vorpommern | 11,064 | 0.89× |
| Hessen | 10,560 | 0.21× |
| Brandenburg | 6,590 | 0.33× |
| Berlin | 6,273 | 0.22× |
| Rheinland-Pfalz | 5,877 | 0.18× |
| Sachsen | 5,695 | 0.18× |
| Sachsen-Anhalt | 5,503 | 0.33× |
| Thüringen | 3,618 | 0.22× |
| Bremen | 2,972 | 0.54× |
| Saarland | 1,509 | 0.19× |
Top brand affinities
Brands and entities this audience over-indexes on, vs. the country average.
| Brand | Affinity | Category |
|---|---|---|
| Borussia Dortmund | 2.4× | Sports |
| F.C. Hansa Rostock | 5.99× | Sports |
| Hamburger SV | 4.56× | Sports |
| VfB Stuttgart | 3.21× | Sports |
| 2. Bundesliga | 2.98× | Sports |
| FC Bayern Munich | 2.15× | Sports |
| RB Leipzig | 3.41× | Sports |
| Eintracht Frankfurt | 2.49× | Sports |
| Transfermarkt | 2.7× | Sports |
| Holstein Kiel | 5.45× | Sports |
| VfL Bochum | 3.92× | Sports |
| Karlsruher SC | 6.75× | Sports |
| Family car | 3.47× | Cars & Mobility |
| Satire | 3.37× | Literature |
| 1. FC Kaiserslautern | 3.61× | Sports |
| SpVgg Greuther Fürth | 6.57× | Sports |
| 3. Liga | 2.95× | Sports |
| Hertha BSC | 2.83× | Sports |
| Bayer 04 Leverkusen | 3.32× | Sports |
| Germany national football team | 2.57× | Sports |
Psychographic profile
Top six personality traits over-indexed by this audience (1.0 = country average).
| Trait | Cluster | Score |
|---|---|---|
| Family Orientation | CONSERVATISM | 1.34 |
| Patriotism | CONSERVATISM | 1.23 |
| Need for Security | CONSERVATISM | 1.04 |
| Career Orientation | POWER | 1.01 |
| Sports Activity | POWER | 0.98 |
| Risk Appetite | THRILL | 0.97 |
Worldwide distribution
| Country | Share |
|---|---|
| Germany | 93.8% |
| Austria | 1.8% |
| Denmark | 0.4% |
See Hamburger Morgenpost audiences in other countries
More Newspaper audiences in Germany
- Bild (23,266,420)
- Der Spiegel (6,989,095)
- Focus (6,880,800)
- Der Tagesspiegel (6,754,541)
- Die Welt (5,972,493)
Frequently asked questions
How many fans does Hamburger Morgenpost have in Germany?
Hamburger Morgenpost has an estimated audience of 648,929 people in Germany, concentrated in Hamburg and Schleswig-Holstein.
What is the gender split and age of Hamburger Morgenpost fans?
45.5% of Hamburger Morgenpost fans are female, 54.5% are male, with an average age of 41.0 years.
Which brands do Hamburger Morgenpost fans like most?
Hamburger Morgenpost fans show strongest brand affinity for Borussia Dortmund (2.4×), F.C. Hansa Rostock (5.99×), and Hamburger SV (4.56×) over the country average.
Where do Hamburger Morgenpost fans live in Germany?
Hamburger Morgenpost fans in Germany are most concentrated in Hamburg (reach 110,025), Schleswig-Holstein (reach 83,270), and Niedersachsen (reach 69,108). These three regions account for the largest share of the active audience.
What other brands do Hamburger Morgenpost fans also like?
Beyond Hamburger Morgenpost itself, the audience over-indexes on F.C. Hansa Rostock (5.99×), Hamburger SV (4.56×), VfB Stuttgart (3.21×), and 2. Bundesliga (2.98×) compared to the Germany average.
How to read this data
Audience size is the estimated number of people in Germany who actively search for Hamburger Morgenpost. 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.