Madrid Audience in Spain
Madrid has an estimated audience of 19,057,274 people in Spain. 57.4% are female, 42.6% are male, average age 45.5. Top regions: Community of Madrid, Andalusia, Catalonia. Top brand affinities: Brico Dépôt, Maquillaje Profesional, idealista.com, Reddit, Regalos Originales.
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.
Category: Travel & Leisure · Type: POI · Subtype: City
Demographics of Madrid fans
| Metric | Value |
|---|---|
| Female | 57.4% |
| Male | 42.6% |
| Average age | 45.5 |
| Estimated audience size | 19,057,274 |
Audience persona
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.
Madrid fans by region: top regions in Spain
| Region | Reach | Affinity |
|---|---|---|
| Community of Madrid | ~6M | 3.32× |
| Andalusia | ~3M | 0.84× |
| Catalonia | ~3M | 0.81× |
| Comunidad Valenciana | ~1.5M | 0.74× |
| Castilla-La Mancha | ~1.5M | 2.39× |
| Castile and León | ~900K | 1.07× |
| Galicia | ~700K | 0.78× |
| Canary Islands | ~600K | 0.63× |
| Region of Murcia | ~500K | 0.77× |
| Basque Autonomous Country | ~500K | 0.66× |
| Aragon | ~400K | 0.81× |
| Extremadura | ~300K | 0.84× |
| Principality of Asturias | ~300K | 0.69× |
| Balearic Islands | ~300K | 0.55× |
| Navarre | ~200K | 0.7× |
| Cantabria | ~200K | 0.69× |
| La Rioja | ~90K | 0.73× |
Top brand affinities of Madrid fans
Brands and entities this audience over-indexes on, vs. the country average.
| Brand | Affinity | Category |
|---|---|---|
| Brico Dépôt | 2.61× | Shopping |
| Maquillaje Profesional | 2.09× | Beauty & Wellness |
| idealista.com | 1.72× | Home & Garden |
| 2.68× | Internet & Social Media | |
| Regalos Originales | 1.85× | Shopping |
| Sport bike | 1.95× | Cars & Mobility |
| El Mueble | 1.72× | Home & Garden |
| Disney, Oklahoma | 2.16× | |
| The Big Bang Theory | 2.44× | Movies & TV |
| Maisons du Monde | 1.72× | Home & Garden |
| Marc Márquez | 1.85× | Sports |
| Isabel Marant | 1.91× | Fashion & Accessoires |
| Spot reduction | 2.12× | Health |
| The Sopranos | 2.03× | Movies & TV |
| Modern Family | 2.72× | Movies & TV |
| Jennifer Aniston | 1.71× | Movies & TV |
| Belén Esteban | 1.84× | Movies & TV |
| La Redoute | 1.5× | Shopping |
| Boca Juniors | 1.54× | Sports |
| Maje | 2.11× | Shopping |
Psychographic profile
Top six personality traits over-indexed by this audience (1.0 = country average).
| Trait | Cluster | Score |
|---|---|---|
| Social Media Usage | JOY | 0.9 |
| DIY Mentality | THRILL | 0.79 |
| Need for Security | CONSERVATISM | 0.77 |
| Pet Ownership | JOY | 0.76 |
| Family Orientation | CONSERVATISM | 0.76 |
| LGBTQ+ Identity | OPEN | 0.72 |
Worldwide distribution
| Country | Share |
|---|---|
| Spain | 33.0% |
| United States | 8.5% |
| Mexico | 8.4% |
See Madrid audiences in other countries
More City audiences in Spain
- Barcelona (14,510,740)
- Buenos Aires (6,817,490)
- Seville (6,306,864)
- Valencia (6,178,258)
- New York City (5,531,215)
Frequently asked questions
How many fans does Madrid have in Spain?
Madrid has an estimated audience of 19,057,274 people in Spain, concentrated in Community of Madrid and Andalusia.
What is the gender split and age of Madrid fans?
57.4% of Madrid fans are female, 42.6% are male, with an average age of 45.5 years.
Which brands do Madrid fans like most?
Madrid fans show strongest brand affinity for Brico Dépôt (2.61×), Maquillaje Profesional (2.09×), and idealista.com (1.72×) over the country average.
Where do Madrid fans live in Spain?
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.
What other brands do Madrid fans also like?
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.
How to read this data
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.
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.