Rascasse Audience Intelligence

Hamburger Morgenpost Audience in Germany

A data profile of the people who buy, follow and care about Hamburger Morgenpost in Germany — modelled from more than twelve digital signal sources. Hamburger Morgenpost has an estimated audience of 651,079 people in Germany.

#52among Newspaper in Germany#321among Website / Newspaper / Magazine in Germany#109in News

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 Hamburger SV, Holstein Kiel, Eintracht Braunschweig, with strongest over-indexing on Hamburger SV (6.52× 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, Risk Appetite.

Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 16 regions tracked by Rascasse.

The typical Hamburger Morgenpost fan in Germany is balanced, around 41.0 years old, with strong Family Orientation tendencies and a notable affinity for Hamburger SV.

Category: News · Type: Website / Newspaper / Magazine · Subtype: Newspaper

The data on this page comes from the Rascasse audience panel and is refreshed monthly from search, social and browsing signals. As of 2026-08-10.

Section 01

At a glance

The key figures that characterise the Hamburger Morgenpost profile in Germany.

Audience size
651K
in Germany
Gender
45.5%♀
54.5% male
Age
41.0
average years
Country rank
#9425
Website / Newspaper / Magazine in Germany
Fig. 01

Search interest · 12-month trend

-4%
vs. last year
JanMarMayJulSepNov
Monthly searches · Source: Rascasse Audience Intelligence
Section 02

Audience demographics of Hamburger Morgenpost

45.5% are female, 54.5% are male, average age 41.0.

Fig. 02

Gender split

45.5%
Female
54.5%
Male
Demographic split for Hamburger Morgenpost audience in Germany
MetricValue
Female45.5%
Male54.5%
Average age41.0
Estimated audience size651,079
Fig. 03

Age distribution

Ø 41.0
average years
Age distribution of the Hamburger Morgenpost audience in Germany
Age bracketShare%
16-1912%
20-2920%
30-3923%
40-4927%
50+18%
Fig. 04

Worldwide distribution

93.8%

of the worldwide Hamburger Morgenpost audience comes from Germany.

Worldwide audience distribution share by country for Hamburger Morgenpost
CountryShare
Germany93.8%
Austria1.8%
Denmark0.4%
Section 03
Affinity (×) = how much more likely a member of this audience is to live in a region than the Germany average. Example: 2.0× means twice as concentrated as the national baseline.

Geography

Where the Hamburger Morgenpost audience in Germany is strongest.

Fig. 05

Top regions by affinity

Hamburger Morgenpost fans by region: top regions in Germany
#RegionReachAffinity×
01Hamburg~100K8.06×
02Schleswig-Holstein~80K3.56×
03Niedersachsen~70K1.05×
04Mecklenburg-Vorpommern~10K0.86×
05Bremen~3K0.52×
06Sachsen-Anhalt~5K0.32×
07Brandenburg~6K0.31×
08Nordrhein-Westfalen~30K0.23×
09Thüringen~4K0.22×
10Saarland~2K0.22×
11Hessen~10K0.20×
12Berlin~6K0.20×
13Rheinland-Pfalz~6K0.18×
14Sachsen~6K0.17×
15Baden-Württemberg~10K0.15×
16Bayern~10K0.13×
Fig. 06

Affinity by region

Affinity by region — Hamburger Morgenpost, Germany
0.13×1.00×8.06×
Section 04
Brands and entities this audience over-indexes on, vs. the country average.

Audience interests & affinities

The strongest cross-interests of the Hamburger Morgenpost audience — brands, topics and people combined.

Fig. 07

Top cross-interests, ranked by affinity

Top brand affinities (over-index vs. country average) for Hamburger Morgenpost audience
#·InterestCategoryAffinity×
01Holstein KielSports7.57×
02VfL OsnabrückSports7.57×
03SpVgg Greuther FürthSports7.57×
04Karlsruher SCSports7.57×
05Eintracht BraunschweigSports7.00×
06Lothar MatthäusSports6.92×
07Hamburger SVSports6.52×
08Frauen-BundesligaSports5.92×
091. FC Union BerlinSports5.78×
10VfL BochumSports5.65×
11Arminia BielefeldSports4.74×
12RB LeipzigSports3.62×
13SC FreiburgSports3.55×
14F.C. Hansa RostockSports3.52×
15Borussia MönchengladbachSports2.84×
16TransfermarktSports2.81×
17VfB StuttgartSports2.67×
18SV Werder BremenSports2.17×
19NatureHome & Garden1.99×
20Borussia DortmundSports1.79×
Section 05
Top six personality traits over-indexed by this audience (1.0 = country average).

Personality of the Hamburger Morgenpost audience

Values above 1.00× are above the country average, values below 1.00× below it.

Fig. 08

Deviation from the national baseline

↑ What stands out
The strongest tendencies
Top personality traits over-indexed by Hamburger Morgenpost audience · What stands out
TraitClusterDeviationScore
Family OrientationCONSERVATISM1.47×
Risk AppetiteTHRILL1.45×
PatriotismCONSERVATISM1.41×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Top personality traits over-indexed by Hamburger Morgenpost audience · Rather not
TraitClusterDeviationScore
Price SensitivityPREMIUM0.75×
Pet OwnershipJOY0.79×
Design AffinityPREMIUM0.79×
0×1.00× baseline2×
Section 06

Frequently asked questions

01

How many fans does Hamburger Morgenpost have in Germany?

Hamburger Morgenpost has an estimated audience of 651,079 people in Germany, concentrated in Hamburg and Schleswig-Holstein.

02

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.

03

Which brands do Hamburger Morgenpost fans like most?

Hamburger Morgenpost fans show strongest brand affinity for Hamburger SV (6.52×), Holstein Kiel (7.57×), and Eintracht Braunschweig (7×) over the country average.

04

Where do Hamburger Morgenpost fans live in Germany?

Hamburger Morgenpost fans in Germany are most concentrated in Hamburg (reach ~100K), Schleswig-Holstein (reach ~80K), and Niedersachsen (reach ~70K). These three regions account for the largest share of the active audience.

05

What other brands do Hamburger Morgenpost fans also like?

Beyond Hamburger Morgenpost itself, the audience over-indexes on Holstein Kiel (7.57×), Eintracht Braunschweig (7×), VfL Bochum (5.65×), and Frauen-Bundesliga (5.92×) compared to the Germany average.

Appendix

Explore more audiences

Related profiles, rankings and the same audience in other markets.

More Newspaper audiences in Germany

See Hamburger Morgenpost audiences in other countries

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.

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