Rascasse Audience Intelligence

London Audience in Spain

A data profile of the people who buy, follow and care about London in Spain — modelled from more than twelve digital signal sources. London has an estimated audience of 3,076,257 people in Spain.

#13among City in Spain#69among POI in Spain#105in Travel & Leisure

The average London fan in Spain is 42.5 years old, more female, and lives primarily in Catalonia.

The audience is concentrated in Catalonia, Andalusia, Community of Madrid.

Top brand affinities include Distilled beverage, IBEX 35, Monarchy, with strongest over-indexing on Distilled beverage (2.27× the country average).

Demographically, the London audience skews more female with an average age of 42.5, and over-indexes on personality traits such as Career Orientation, Travelling.

Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 17 regions tracked by Rascasse.

The typical London fan in Spain is more female, around 42.5 years old, with strong Career Orientation tendencies and a notable affinity for Distilled beverage.

Category: Travel & Leisure · Type: POI · Subtype: City

The data on this page comes from the Rascasse audience panel and is refreshed monthly from search, social and browsing signals. As of 2026-08-10.

Section 01

At a glance

The key figures that characterise the London profile in Spain.

Audience size
3.1M
in Spain
Gender
58.5%♀
41.5% male
Age
42.5
average years
Country rank
#1209
POI in Spain
Fig. 01

Search interest · 12-month trend

+21%
vs. last year
JanMarMayJulSepNov
Monthly searches · Source: Rascasse Audience Intelligence
Section 02

Demographics of London fans

58.5% are female, 41.5% are male, average age 42.5.

Fig. 02

Gender split

58.5%
Female
41.5%
Male
Demographic split for London audience in Spain
MetricValue
Female58.5%
Male41.5%
Average age42.5
Estimated audience size3,076,257
Fig. 03

Age distribution

Ø 42.5
average years
Age distribution of the London audience in Spain
Age bracketShare%
16-1913%
20-2916%
30-3920%
40-4925%
50+26%
Fig. 04

Worldwide distribution

1.8%

of the worldwide London audience comes from Spain.

Worldwide audience distribution share by country for London
CountryShare
United States18.0%
United Kingdom17.7%
Italy3.9%
Section 03
Affinity (×) = how much more likely a member of this audience is to live in a region than the Spain average. Example: 2.0× means twice as concentrated as the national baseline.

Geography

Where the London audience in Spain is strongest.

Fig. 05

Top regions by affinity

London fans by region: top regions in Spain
#RegionReachAffinity×
01Catalonia~900K1.61×
02Balearic Islands~100K1.40×
03Cantabria~50K1.31×
04Community of Madrid~600K1.10×
05Basque Autonomous Country~100K1.10×
06Comunidad Valenciana~400K1.08×
07Aragon~90K1.07×
08Canary Islands~200K1.06×
09Region of Murcia~100K0.99×
10Andalusia~600K0.98×
11Principality of Asturias~70K0.90×
12Navarre~30K0.89×
13La Rioja~20K0.87×
14Galicia~100K0.78×
15Castilla-La Mancha~90K0.75×
16Castile and León~100K0.71×
17Extremadura~50K0.68×
Section 04
Brands and entities this audience over-indexes on, vs. the country average.

Audience interests & affinities

The strongest cross-interests of the London audience — brands, topics and people combined.

Fig. 07

Top cross-interests, ranked by affinity

Top brand affinities (over-index vs. country average) for London audience
#·InterestCategoryAffinity×
01Beefeater GinFood & Beverages8.82×
02River ThamesTravel & Leisure8.68×
03Gagosian GalleryArts & Culture5.86×
04Victoria and Albert MuseumArts & Culture5.46×
05GinFood & Beverages3.20×
06United KingdomTravel & Leisure3.06×
07Distilled beverageFood & Beverages2.27×
08OrangeTechnology & Electronics2.05×
09VodafoneTechnology & Electronics1.99×
10ToyotaCars & Mobility1.84×
11Art museumArts & Culture1.81×
12IBEX 35Business & Career1.79×
13La CaixaBusiness & Career1.75×
14Contemporary artArts & Culture1.70×
15McDonald'sFood & Beverages1.67×
16BroadcastingMovies & TV1.64×
17LawyerBusiness & Career1.57×
18TelecommunicationTechnology & Electronics1.56×
19ResearchBusiness & Career1.56×
20MonarchyPolitics & Society1.55×
Section 05
Top six personality traits over-indexed by this audience (1.0 = country average).

Personality of the London audience

Values above 1.00× are above the country average, values below 1.00× below it.

Fig. 08

Deviation from the national baseline

↑ What stands out
The strongest tendencies
Top personality traits over-indexed by London audience · What stands out
TraitClusterDeviationScore
Career OrientationPOWER1.47×
TravellingTHRILL1.45×
SpiritualityBALANCE1.41×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Top personality traits over-indexed by London audience · Rather not
TraitClusterDeviationScore
DIY MentalityTHRILL1.01×
SustainabilityBALANCE1.03×
Pet OwnershipJOY1.03×
0×1.00× baseline2×
Section 06

Frequently asked questions

01

How many fans does London have in Spain?

London has an estimated audience of 3,076,257 people in Spain, concentrated in Catalonia and Andalusia.

02

What is the gender split and age of London fans?

58.5% of London fans are female, 41.5% are male, with an average age of 42.5 years.

03

Which brands do London fans like most?

London fans show strongest brand affinity for Distilled beverage (2.27×), IBEX 35 (1.79×), and Monarchy (1.55×) over the country average.

04

Where do London fans live in Spain?

London fans in Spain are most concentrated in Catalonia (reach ~900K), Andalusia (reach ~600K), and Community of Madrid (reach ~600K). These three regions account for the largest share of the active audience.

05

What other brands do London fans also like?

Beyond London itself, the audience over-indexes on IBEX 35 (1.79×), Monarchy (1.55×), La Caixa (1.75×), and River Thames (8.68×) compared to the Spain average.

Appendix

Explore more audiences

Related profiles, rankings and the same audience in other markets.

More City audiences in Spain

See London audiences in other countries

How to read this data

Audience size is the estimated number of people in Spain who actively search for London. 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 Spain. For methodology see methodology. Affinity values are over-index ratios vs. the country average (1.0 = baseline). Audience sizes are estimated, not measured.

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