Scottish Highlands Audience in Germany
Scottish Highlands has an estimated audience of 823,178 people in Germany. 52.8% are female, 47.2% are male, average age 44.0. Top regions: Nordrhein-Westfalen, Bayern, Baden-Württemberg. Top brand affinities: Sam Heughan, Peter Jackson, Satire, Kilt, German television comedy.
The average Scottish Highlands fan in Germany is 44.0 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, Peter Jackson, Satire, with strongest over-indexing on Sam Heughan (46.45× the country average). Demographically, the Scottish Highlands audience skews balanced with an average age of 44.0, and over-indexes on personality traits such as Travelling, Design Affinity. 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 Scottish Highlands fans
| Metric | Value |
|---|---|
| Female | 52.8% |
| Male | 47.2% |
| Average age | 44.0 |
| Estimated audience size | 823,178 |
Audience persona
The typical Scottish Highlands fan in Germany is balanced, around 44.0 years old, with strong Travelling tendencies and a notable affinity for Sam Heughan.
Top regions in Germany
| Region | Reach | Affinity |
|---|---|---|
| Nordrhein-Westfalen | 194,346 | 1.08× |
| Bayern | 151,754 | 1.15× |
| Baden-Württemberg | 121,791 | 1.08× |
| Niedersachsen | 85,788 | 1.07× |
| Hessen | 74,377 | 1.19× |
| Berlin | 43,069 | 1.17× |
| Rheinland-Pfalz | 41,011 | 0.99× |
| Sachsen | 39,681 | 0.98× |
| Schleswig-Holstein | 27,695 | 0.94× |
| Brandenburg | 22,831 | 0.89× |
| Hamburg | 20,723 | 1.11× |
| Thüringen | 20,147 | 0.96× |
| Sachsen-Anhalt | 16,333 | 0.77× |
| Mecklenburg-Vorpommern | 13,632 | 0.87× |
| Saarland | 8,481 | 0.84× |
| Bremen | 6,378 | 0.91× |
Top brand affinities
Brands and entities this audience over-indexes on, vs. the country average.
| Brand | Affinity | Category |
|---|---|---|
| Sam Heughan | 46.45× | Movies & TV |
| Peter Jackson | 29.46× | Movies & TV |
| Satire | 5.98× | Literature |
| Kilt | 29.66× | Fashion & Accessoires |
| German television comedy | 7.07× | Movies & TV |
| Tagesschau | 2.1× | Movies & TV |
| Loch Ness | 50.73× | Travel & Leisure |
| Allgäu | 5.42× | Travel & Leisure |
| Bagpipes | 22.41× | Music & Radio |
| Flowering plant | 3.49× | Home & Garden |
| Succulent plant | 3.56× | Home & Garden |
| North Rhine-Westphalia | 1.92× | Travel & Leisure |
| NDR | 3.23× | Movies & TV |
| Black Veil Brides | 12.15× | Music & Radio |
| Catering | 3.18× | Food & Beverages |
| Eintracht Frankfurt | 1.73× | Sports |
| Vacation rental | 2.88× | Travel & Leisure |
| Port Adelaide Football Club | 64.83× | Sports |
| Headphones | 3.53× | Technology & Electronics |
| Freeware | 1.75× | Technology & Electronics |
Psychographic profile
Top six personality traits over-indexed by this audience (1.0 = country average).
| Trait | Cluster | Score |
|---|---|---|
| Travelling | THRILL | 1.52 |
| Design Affinity | PREMIUM | 1.32 |
| Tradition | CONSERVATISM | 1.26 |
| Pet Ownership | JOY | 1.14 |
| Healthy Lifestyle | BALANCE | 1.13 |
| Spirituality | BALANCE | 1.07 |
Worldwide distribution
| Country | Share |
|---|---|
| United States | 29.0% |
| United Kingdom | 28.0% |
| Germany | 7.9% |
See Scottish Highlands 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 Scottish Highlands have in Germany?
Scottish Highlands has an estimated audience of 823,178 people in Germany, concentrated in Nordrhein-Westfalen and Bayern.
What is the gender split and age of Scottish Highlands fans?
52.8% of Scottish Highlands fans are female, 47.2% are male, with an average age of 44.0 years.
Which brands do Scottish Highlands fans like most?
Scottish Highlands fans show strongest brand affinity for Sam Heughan (46.45×), Peter Jackson (29.46×), and Satire (5.98×) over the country average.
Where do Scottish Highlands fans live in Germany?
Scottish Highlands fans in Germany are most concentrated in Nordrhein-Westfalen (reach 194,346), Bayern (reach 151,754), and Baden-Württemberg (reach 121,791). These three regions account for the largest share of the active audience.
What other brands do Scottish Highlands fans also like?
Beyond Scottish Highlands itself, the audience over-indexes on Peter Jackson (29.46×), Satire (5.98×), Kilt (29.66×), and German television comedy (7.07×) compared to the Germany average.
How to read this data
Audience size is the estimated number of people in Germany who actively search for Scottish Highlands. 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.