Sahara Audience in Germany
Sahara has an estimated audience of 313,934 people in Germany. 44.6% are female, 55.4% are male, average age 42.1. Top regions: Nordrhein-Westfalen, Bayern, Baden-Württemberg. Top brand affinities: Direct Line, Labor Day, Joint venture, Cheetah, Maine Coon.
The average Sahara fan in Germany is 42.1 years old, more male, and lives primarily in Nordrhein-Westfalen. The audience is concentrated in Nordrhein-Westfalen, Bayern, Baden-Württemberg. Top brand affinities include Direct Line, Labor Day, Joint venture, with strongest over-indexing on Direct Line (146.02× the country average). Demographically, the Sahara audience skews more male with an average age of 42.1, and over-indexes on personality traits such as Spirituality, Convenience Orientation. Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 16 regions tracked by Rascasse.
Category: Travel & Leisure · Type: POI · Subtype: Region
Demographics of Sahara fans
| Metric | Value |
|---|---|
| Female | 44.6% |
| Male | 55.4% |
| Average age | 42.1 |
| Estimated audience size | 313,934 |
Audience persona
The typical Sahara fan in Germany is more male, around 42.1 years old, with strong Spirituality tendencies and a notable affinity for Direct Line.
Top regions in Germany
| Region | Reach | Affinity |
|---|---|---|
| Nordrhein-Westfalen | 77,037 | 1.12× |
| Bayern | 53,704 | 1.06× |
| Baden-Württemberg | 48,104 | 1.12× |
| Niedersachsen | 29,978 | 0.98× |
| Hessen | 25,262 | 1.06× |
| Berlin | 18,747 | 1.34× |
| Rheinland-Pfalz | 16,450 | 1.05× |
| Sachsen | 14,927 | 0.97× |
| Schleswig-Holstein | 10,169 | 0.9× |
| Brandenburg | 8,736 | 0.9× |
| Thüringen | 7,880 | 0.99× |
| Hamburg | 6,986 | 0.98× |
| Sachsen-Anhalt | 6,664 | 0.82× |
| Mecklenburg-Vorpommern | 4,692 | 0.78× |
| Saarland | 3,609 | 0.94× |
| Bremen | 2,704 | 1.01× |
Top brand affinities
Brands and entities this audience over-indexes on, vs. the country average.
| Brand | Affinity | Category |
|---|---|---|
| Direct Line | 146.02× | Business & Career |
| Labor Day | 22.93× | Politics & Society |
| Joint venture | 20.34× | Business & Career |
| Cheetah | 21.99× | Pets & Animals |
| Maine Coon | 5.5× | Pets & Animals |
| Western Union | 4.86× | Business & Career |
| Ryanair | 3× | Travel & Leisure |
| Self care | 3.9× | Health |
| Point Break | 18.3× | Movies & TV |
| Samuel Eto'o | 31.84× | Sports |
| Person of Interest (TV series) | 10.19× | Movies & TV |
| Vacations | 2.53× | Travel & Leisure |
| Real property | 4.05× | Home & Garden |
| Vegetable Gardening | 5.3× | Food & Beverages |
| Sports betting | 5.56× | Games |
| Family | 1.71× | Kids & Family |
| Ethiopian Airlines | 15.3× | Travel & Leisure |
| Stuttgart | 2.51× | Travel & Leisure |
| REWE | 1.64× | Shopping |
| Philips | 3.27× | Technology & Electronics |
Psychographic profile
Top six personality traits over-indexed by this audience (1.0 = country average).
| Trait | Cluster | Score |
|---|---|---|
| Spirituality | BALANCE | 1.92 |
| Convenience Orientation | PREMIUM | 1.59 |
| Urban Lifestyle | OPEN | 1.56 |
| Early Adopter Mentality | POWER | 1.54 |
| Design Affinity | PREMIUM | 1.44 |
| Sports Activity | POWER | 1.41 |
Worldwide distribution
| Country | Share |
|---|---|
| United States | 14.0% |
| Ethiopia | 6.7% |
| United Kingdom | 4.5% |
See Sahara audiences in other countries
More Region audiences in Germany
- North Rhine-Westphalia (12,537,146)
- Bavaria (11,233,911)
- Baden-Württemberg (9,848,271)
- Rhine (9,303,980)
- Lower Saxony (6,360,906)
Frequently asked questions
How many fans does Sahara have in Germany?
Sahara has an estimated audience of 313,934 people in Germany, concentrated in Nordrhein-Westfalen and Bayern.
What is the gender split and age of Sahara fans?
44.6% of Sahara fans are female, 55.4% are male, with an average age of 42.1 years.
Which brands do Sahara fans like most?
Sahara fans show strongest brand affinity for Direct Line (146.02×), Labor Day (22.93×), and Joint venture (20.34×) over the country average.
Where do Sahara fans live in Germany?
Sahara fans in Germany are most concentrated in Nordrhein-Westfalen (reach 77,037), Bayern (reach 53,704), and Baden-Württemberg (reach 48,104). These three regions account for the largest share of the active audience.
What other brands do Sahara fans also like?
Beyond Sahara itself, the audience over-indexes on Labor Day (22.93×), Joint venture (20.34×), Cheetah (21.99×), and Maine Coon (5.5×) compared to the Germany average.
How to read this data
Audience size is the estimated number of people in Germany who actively search for Sahara. 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.