Scotland Audience in Germany
Scotland has an estimated audience of 2,071,911 people in Germany. 48.5% are female, 51.5% are male, average age 42.2. Top regions: Nordrhein-Westfalen, Bayern, Baden-Württemberg. Top brand affinities: Sam Heughan, Satire, Chivas Regal, German television comedy, WE Fashion.
The average Scotland fan in Germany is 42.2 years old, balanced, and lives primarily in Nordrhein-Westfalen. The audience is concentrated in Nordrhein-Westfalen, Bayern, Baden-Württemberg. Top brand affinities include Sam Heughan, Satire, Chivas Regal, with strongest over-indexing on Sam Heughan (23.35× the country average). Demographically, the Scotland audience skews balanced with an average age of 42.2, and over-indexes on personality traits such as Travelling, Tradition. 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 Scotland fans
| Metric | Value |
|---|---|
| Female | 48.5% |
| Male | 51.5% |
| Average age | 42.2 |
| Estimated audience size | 2,071,911 |
Audience persona
The typical Scotland fan in Germany is balanced, around 42.2 years old, with strong Travelling tendencies and a notable affinity for Sam Heughan.
Top regions in Germany
| Region | Reach | Affinity |
|---|---|---|
| Nordrhein-Westfalen | 553,272 | 1.22× |
| Bayern | 381,488 | 1.15× |
| Baden-Württemberg | 336,312 | 1.19× |
| Niedersachsen | 204,731 | 1.02× |
| Hessen | 162,524 | 1.03× |
| Rheinland-Pfalz | 108,646 | 1.05× |
| Sachsen | 99,989 | 0.98× |
| Berlin | 85,057 | 0.92× |
| Schleswig-Holstein | 78,102 | 1.05× |
| Brandenburg | 60,485 | 0.94× |
| Thüringen | 49,613 | 0.94× |
| Sachsen-Anhalt | 46,430 | 0.86× |
| Hamburg | 44,016 | 0.94× |
| Mecklenburg-Vorpommern | 35,775 | 0.9× |
| Saarland | 23,978 | 0.94× |
| Bremen | 15,353 | 0.87× |
Top brand affinities
Brands and entities this audience over-indexes on, vs. the country average.
| Brand | Affinity | Category |
|---|---|---|
| Sam Heughan | 23.35× | Movies & TV |
| Satire | 8.81× | Literature |
| Chivas Regal | 22.6× | Food & Beverages |
| German television comedy | 7.66× | Movies & TV |
| WE Fashion | 9.88× | Fashion & Accessoires |
| Scotch whisky | 7.7× | Food & Beverages |
| Tagesschau | 2.12× | Movies & TV |
| Allgäu | 5.73× | Travel & Leisure |
| The Glenlivet distillery | 20.23× | Food & Beverages |
| Country rap | 5.28× | Music & Radio |
| Livemusic | 2.79× | Music & Radio |
| Pets | 1.53× | Pets & Animals |
| Headphones | 4.51× | Technology & Electronics |
| Vacation rental | 3.54× | Travel & Leisure |
| Transfermarkt | 2.31× | Sports |
| Western Union | 3.3× | Business & Career |
| Spiegel Online | 1.64× | News |
| Vacations | 2.13× | Travel & Leisure |
| Flowering plant | 3.36× | Home & Garden |
| Walking | 3.28× | Sports |
Psychographic profile
Top six personality traits over-indexed by this audience (1.0 = country average).
| Trait | Cluster | Score |
|---|---|---|
| Travelling | THRILL | 1.44 |
| Tradition | CONSERVATISM | 1.43 |
| Design Affinity | PREMIUM | 1.43 |
| Pet Ownership | JOY | 1.4 |
| Sustainability | BALANCE | 1.39 |
| Patriotism | CONSERVATISM | 1.36 |
Worldwide distribution
| Country | Share |
|---|---|
| United Kingdom | 27.8% |
| United States | 17.1% |
| Germany | 3.5% |
See Scotland 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 Scotland have in Germany?
Scotland has an estimated audience of 2,071,911 people in Germany, concentrated in Nordrhein-Westfalen and Bayern.
What is the gender split and age of Scotland fans?
48.5% of Scotland fans are female, 51.5% are male, with an average age of 42.2 years.
Which brands do Scotland fans like most?
Scotland fans show strongest brand affinity for Sam Heughan (23.35×), Satire (8.81×), and Chivas Regal (22.6×) over the country average.
Where do Scotland fans live in Germany?
Scotland fans in Germany are most concentrated in Nordrhein-Westfalen (reach 553,272), Bayern (reach 381,488), and Baden-Württemberg (reach 336,312). These three regions account for the largest share of the active audience.
What other brands do Scotland fans also like?
Beyond Scotland itself, the audience over-indexes on Satire (8.81×), Chivas Regal (22.6×), German television comedy (7.66×), and WE Fashion (9.88×) compared to the Germany average.
How to read this data
Audience size is the estimated number of people in Germany who actively search for Scotland. 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.