A data profile of the people who buy, follow and care about Madrid in Spain — modelled from more than twelve digital signal sources. Madrid has an estimated audience of 19,057,274 people in Spain.
The average Madrid fan in Spain is 45.5 years old, more female, and lives primarily in Community of Madrid.
The audience is concentrated in Community of Madrid, Andalusia, Catalonia.
Top brand affinities include Brico Dépôt, Maquillaje Profesional, idealista.com, with strongest over-indexing on Brico Dépôt (2.61× the country average).
Demographically, the Madrid audience skews more female with an average age of 45.5, and over-indexes on personality traits such as Social Media Usage, DIY Mentality.
Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 17 regions tracked by Rascasse.
The typical Madrid fan in Spain is more female, around 45.5 years old, with strong Social Media Usage tendencies and a notable affinity for Brico Dépôt.
The key figures that characterise the Madrid profile in Spain.
57.4% are female, 42.6% are male, average age 45.5.
| Metric | Value |
|---|---|
| Female | 57.4% |
| Male | 42.6% |
| Average age | 45.5 |
| Estimated audience size | 19,057,274 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 7% | |
| 20-29 | 14% | |
| 30-39 | 20% | |
| 40-49 | 27% | |
| 50+ | 32% |
of the worldwide Madrid audience comes from Spain.
| Country | Share |
|---|---|
| Spain | 33.0% |
| United States | 8.5% |
| Mexico | 8.4% |
Where the Madrid audience in Spain is strongest.
| # | Region | Reach | Affinity | × |
|---|---|---|---|---|
| 01 | Community of Madrid | ~6M | 3.32× | |
| 02 | Castilla-La Mancha | ~1.5M | 2.39× | |
| 03 | Castile and León | ~900K | 1.07× | |
| 04 | Andalusia | ~3M | 0.84× | |
| 05 | Extremadura | ~300K | 0.84× | |
| 06 | Catalonia | ~3M | 0.81× | |
| 07 | Aragon | ~400K | 0.81× | |
| 08 | Galicia | ~700K | 0.78× | |
| 09 | Region of Murcia | ~500K | 0.77× | |
| 10 | Comunidad Valenciana | ~1.5M | 0.74× | |
| 11 | La Rioja | ~90K | 0.73× | |
| 12 | Navarre | ~200K | 0.70× | |
| 13 | Principality of Asturias | ~300K | 0.69× | |
| 14 | Cantabria | ~200K | 0.69× | |
| 15 | Basque Autonomous Country | ~500K | 0.66× | |
| 16 | Canary Islands | ~600K | 0.63× | |
| 17 | Balearic Islands | ~300K | 0.55× |
The strongest cross-interests of the Madrid audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | Modern Family | Movies & TV | 2.72× | ||
| 02 | Internet & Social Media | 2.68× | |||
| 03 | Brico Dépôt | Shopping | 2.61× | ||
| 04 | The Big Bang Theory | Movies & TV | 2.44× | ||
| 05 | Disney, Oklahoma | POI | 2.16× | ||
| 06 | Spot reduction | Health | 2.12× | ||
| 07 | Maquillaje Profesional | Beauty & Wellness | 2.09× | ||
| 08 | The Sopranos | Movies & TV | 2.03× | ||
| 09 | Sport bike | Cars & Mobility | 1.95× | ||
| 10 | Isabel Marant | Fashion & Accessoires | 1.91× | ||
| 11 | Regalos Originales | Shopping | 1.85× | ||
| 12 | Marc Márquez | Sports | 1.85× | ||
| 13 | Belén Esteban | Movies & TV | 1.84× | ||
| 14 | idealista.com | Home & Garden | 1.72× | ||
| 15 | El Mueble | Home & Garden | 1.72× | ||
| 16 | Maisons du Monde | Home & Garden | 1.72× | ||
| 17 | Jennifer Aniston | Movies & TV | 1.71× | ||
| 18 | Yamaha Motor Company | Cars & Mobility | 1.57× | ||
| 19 | Boca Juniors | Sports | 1.54× | ||
| 20 | La Redoute | Shopping | 1.50× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Social Media Usage | JOY | 0.90× | |
| DIY Mentality | THRILL | 0.79× | |
| Need for Security | CONSERVATISM | 0.77× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Individualism | JOY | 0.54× | |
| Indulgence | JOY | 0.57× | |
| Risk Appetite | THRILL | 0.60× |
Madrid has an estimated audience of 19,057,274 people in Spain, concentrated in Community of Madrid and Andalusia.
57.4% of Madrid fans are female, 42.6% are male, with an average age of 45.5 years.
Madrid fans show strongest brand affinity for Brico Dépôt (2.61×), Maquillaje Profesional (2.09×), and idealista.com (1.72×) over the country average.
Madrid fans in Spain are most concentrated in Community of Madrid (reach ~6M), Andalusia (reach ~3M), and Catalonia (reach ~3M). These three regions account for the largest share of the active audience.
Beyond Madrid itself, the audience over-indexes on Maquillaje Profesional (2.09×), idealista.com (1.72×), Reddit (2.68×), and Regalos Originales (1.85×) compared to the Spain average.
Related profiles, rankings and the same audience in other markets.
Audience size is the estimated number of people in Spain who actively search for Madrid. 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.
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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