HanseMerkur Audience in Germany
HanseMerkur has an estimated audience of 1,241,071 people in Germany. 43.8% are female, 56.2% are male, average age 39.8. Top regions: Nordrhein-Westfalen, Bayern, Baden-Württemberg. Top brand affinities: CAC 40, Cocktail, Gil Ofarim, VfL Wolfsburg, ESignal.
The average HanseMerkur fan in Germany is 39.8 years old, more male, and lives primarily in Nordrhein-Westfalen. The audience is concentrated in Nordrhein-Westfalen, Bayern, Baden-Württemberg. Top brand affinities include CAC 40, Cocktail, Gil Ofarim, with strongest over-indexing on CAC 40 (4.72× the country average). Demographically, the HanseMerkur audience skews more male with an average age of 39.8, and over-indexes on personality traits such as Travelling, Risk Appetite. Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 16 regions tracked by Rascasse.
Category: Business & Career · Type: Brand · Subtype: Insurances
Demographics of HanseMerkur fans
| Metric | Value |
|---|---|
| Female | 43.8% |
| Male | 56.2% |
| Average age | 39.8 |
| Estimated audience size | 1,241,071 |
Audience persona
The typical HanseMerkur fan in Germany is more male, around 39.8 years old, with strong Travelling tendencies and a notable affinity for CAC 40.
Top regions in Germany
| Region | Reach | Affinity |
|---|---|---|
| Nordrhein-Westfalen | 381,398 | 1.03× |
| Bayern | 230,859 | 0.85× |
| Baden-Württemberg | 195,239 | 0.85× |
| Niedersachsen | 190,692 | 1.16× |
| Hessen | 127,595 | 0.99× |
| Schleswig-Holstein | 89,808 | 1.48× |
| Rheinland-Pfalz | 81,462 | 0.96× |
| Berlin | 75,954 | 1.01× |
| Hamburg | 70,365 | 1.84× |
| Sachsen | 66,997 | 0.81× |
| Brandenburg | 45,744 | 0.87× |
| Thüringen | 36,740 | 0.85× |
| Sachsen-Anhalt | 34,015 | 0.78× |
| Mecklenburg-Vorpommern | 23,229 | 0.72× |
| Saarland | 16,211 | 0.78× |
| Bremen | 14,630 | 1.01× |
Top brand affinities
Brands and entities this audience over-indexes on, vs. the country average.
| Brand | Affinity | Category |
|---|---|---|
| CAC 40 | 4.72× | Business & Career |
| Cocktail | 2.72× | Food & Beverages |
| Gil Ofarim | 2.91× | Music & Radio |
| VfL Wolfsburg | 2.13× | Sports |
| ESignal | 42.44× | Technology & Electronics |
| Progressive rock | 1.62× | Music & Radio |
| Pillow | 1.52× | Home & Garden |
| Stradivarius | 1.54× | Shopping |
| Business English | 2.42× | Business & Career |
| Snow White (Fables) | 1.97× | Literature |
| Overboard (film) | 5.99× | Movies & TV |
| Icon (magazine) | 1.76× | Arts & Culture |
| Metamorphoses | 2.26× | Literature |
| Natural rubber | 1.5× | Cars & Mobility |
| Peugeot 308 | 2.37× | Cars & Mobility |
| Este, Veneto | 1.56× | Travel & Leisure |
| Nurse education | 1.52× | Kids & Family |
| Hypertext | 1.75× | Technology & Electronics |
| Video izle | 2× | |
| Home Delivery | 1.55× | Food & Beverages |
Psychographic profile
Top six personality traits over-indexed by this audience (1.0 = country average).
| Trait | Cluster | Score |
|---|---|---|
| Travelling | THRILL | 9 |
| Risk Appetite | THRILL | 2.11 |
| Family Orientation | CONSERVATISM | 1.96 |
| Need for Security | CONSERVATISM | 1.82 |
| Career Orientation | POWER | 1.62 |
| Sustainability | BALANCE | 1.54 |
Worldwide distribution
| Country | Share |
|---|---|
| Germany | 88.6% |
| Austria | 2.7% |
| United States | 2.4% |
See HanseMerkur audiences in other countries
More Insurances audiences in Germany
- Huk24 (6,584,419)
- Techniker Krankenkasse (5,922,907)
- AOK (5,126,536)
- Barmer (3,888,686)
- Allianz (3,618,685)
Frequently asked questions
How many fans does HanseMerkur have in Germany?
HanseMerkur has an estimated audience of 1,241,071 people in Germany, concentrated in Nordrhein-Westfalen and Bayern.
What is the gender split and age of HanseMerkur fans?
43.8% of HanseMerkur fans are female, 56.2% are male, with an average age of 39.8 years.
Which brands do HanseMerkur fans like most?
HanseMerkur fans show strongest brand affinity for CAC 40 (4.72×), Cocktail (2.72×), and Gil Ofarim (2.91×) over the country average.
Where do HanseMerkur fans live in Germany?
HanseMerkur fans in Germany are most concentrated in Nordrhein-Westfalen (reach 381,398), Bayern (reach 230,859), and Baden-Württemberg (reach 195,239). These three regions account for the largest share of the active audience.
What other brands do HanseMerkur fans also like?
Beyond HanseMerkur itself, the audience over-indexes on Cocktail (2.72×), Gil Ofarim (2.91×), VfL Wolfsburg (2.13×), and ESignal (42.44×) compared to the Germany average.
How to read this data
Audience size is the estimated number of people in Germany who actively search for HanseMerkur. 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.