Hammer Audience in Germany
Hammer has an estimated audience of 3,449,815 people in Germany. 35.5% are female, 64.5% are male, average age 40.6. Top regions: Nordrhein-Westfalen, Niedersachsen, Bayern. Top brand affinities: Gil Ofarim, Rossmann, Saving, Jack White, Time (magazine).
The average Hammer fan in Germany is 40.6 years old, more male, and lives primarily in Nordrhein-Westfalen. The audience is concentrated in Nordrhein-Westfalen, Niedersachsen, Bayern. Top brand affinities include Gil Ofarim, Rossmann, Saving, with strongest over-indexing on Gil Ofarim (2.59× the country average). Demographically, the Hammer audience skews more male with an average age of 40.6, and over-indexes on personality traits such as DIY Mentality, Convenience Orientation. Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 16 regions tracked by Rascasse.
Category: Home & Garden · Type: Topic
Demographics of Hammer fans
| Metric | Value |
|---|---|
| Female | 35.5% |
| Male | 64.5% |
| Average age | 40.6 |
| Estimated audience size | 3,449,815 |
Audience persona
The typical Hammer fan in Germany is more male, around 40.6 years old, with strong DIY Mentality tendencies and a notable affinity for Gil Ofarim.
Top regions in Germany
| Region | Reach | Affinity |
|---|---|---|
| Nordrhein-Westfalen | 798,274 | 1.06× |
| Niedersachsen | 538,541 | 1.61× |
| Bayern | 314,214 | 0.57× |
| Baden-Württemberg | 253,974 | 0.54× |
| Sachsen | 194,959 | 1.15× |
| Hessen | 184,814 | 0.7× |
| Brandenburg | 161,775 | 1.51× |
| Sachsen-Anhalt | 150,371 | 1.68× |
| Rheinland-Pfalz | 133,051 | 0.77× |
| Berlin | 115,445 | 0.75× |
| Thüringen | 97,941 | 1.11× |
| Mecklenburg-Vorpommern | 88,629 | 1.35× |
| Schleswig-Holstein | 78,713 | 0.64× |
| Hamburg | 65,338 | 0.84× |
| Bremen | 34,638 | 1.17× |
| Saarland | 23,467 | 0.55× |
Top brand affinities
Brands and entities this audience over-indexes on, vs. the country average.
| Brand | Affinity | Category |
|---|---|---|
| Gil Ofarim | 2.59× | Music & Radio |
| Rossmann | 1.59× | Shopping |
| Saving | 1.53× | Business & Career |
| Jack White | 1.84× | Movies & TV |
| Time (magazine) | 1.8× | News |
| Mothercare | 1.74× | Kids & Family |
| Handmade Gifts | 1.79× | Kids & Family |
| Building insulation | 3.22× | Home & Garden |
| Staycation | 2.6× | Home & Garden |
| Icon (magazine) | 1.69× | Arts & Culture |
| Stucco | 1.71× | Home & Garden |
| Trish McEvoy | 26.36× | Beauty & Wellness |
| Tuscany | 2.84× | Travel & Leisure |
| Buddy – The Buddy Holly Story | 2.65× | Music & Radio |
| Sixx | 1.68× | Movies & TV |
| Jaguar F-Pace | 3.38× | Cars & Mobility |
| Eco Friendly Living | 1.95× | Home & Garden |
| Janitor | 3.2× | Home & Garden |
| Vijesti.ba | 2.1× | News |
| San Gil | 1.96× | Travel & Leisure |
Psychographic profile
Top six personality traits over-indexed by this audience (1.0 = country average).
| Trait | Cluster | Score |
|---|---|---|
| DIY Mentality | THRILL | 1.85 |
| Convenience Orientation | PREMIUM | 1.59 |
| Quality Awareness | PREMIUM | 1.26 |
| Spirituality | BALANCE | 1.2 |
| Individualism | JOY | 1.18 |
| Creativity | OPEN | 1.17 |
Worldwide distribution
| Country | Share |
|---|---|
| United States | 36.5% |
| Germany | 5.3% |
| Japan | 5.0% |
See Hammer audiences in other countries
More Home & Garden audiences in Germany
- Food and drink (39,623,635)
- Entertainment (39,502,829)
- Business and industry (39,157,865)
- Shopping and fashion (38,134,645)
- Arts and music (37,163,288)
Frequently asked questions
How many fans does Hammer have in Germany?
Hammer has an estimated audience of 3,449,815 people in Germany, concentrated in Nordrhein-Westfalen and Niedersachsen.
What is the gender split and age of Hammer fans?
35.5% of Hammer fans are female, 64.5% are male, with an average age of 40.6 years.
Which brands do Hammer fans like most?
Hammer fans show strongest brand affinity for Gil Ofarim (2.59×), Rossmann (1.59×), and Saving (1.53×) over the country average.
Where do Hammer fans live in Germany?
Hammer fans in Germany are most concentrated in Nordrhein-Westfalen (reach 798,274), Niedersachsen (reach 538,541), and Bayern (reach 314,214). These three regions account for the largest share of the active audience.
What other brands do Hammer fans also like?
Beyond Hammer itself, the audience over-indexes on Rossmann (1.59×), Saving (1.53×), Jack White (1.84×), and Time (magazine) (1.8×) compared to the Germany average.
How to read this data
Audience size is the estimated number of people in Germany who actively search for Hammer. 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.