A data profile of the people who buy, follow and care about Mass media in Spain — modelled from more than twelve digital signal sources. Mass media has an estimated audience of 3,606,472 people in Spain.
Mass media has an estimated audience of 3,606,472 people in Spain. 59.4% are female, 40.6% are male, average age 45.6. Top brand affinities: Iberia (airline), WhatsApp, Elsa Pataky, Volunteering, Innovation.
Top brand affinities include Iberia (airline), WhatsApp, Elsa Pataky, with strongest over-indexing on Iberia (airline) (2.54× the country average).
Demographically, the Mass media audience skews more female with an average age of 45.6, and over-indexes on personality traits such as Community Orientation, Convenience Orientation.
The typical Mass media fan in Spain is more female, around 45.6 years old, with strong Community Orientation tendencies and a notable affinity for Iberia (airline).
The key figures that characterise the Mass media profile in Spain.
59.4% are female, 40.6% are male, average age 45.6.
| Metric | Value |
|---|---|
| Female | 59.4% |
| Male | 40.6% |
| Average age | 45.6 |
| Estimated audience size | 3,606,472 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 7% | |
| 20-29 | 14% | |
| 30-39 | 20% | |
| 40-49 | 27% | |
| 50+ | 33% |
of the worldwide Mass media audience comes from Spain.
| Country | Share |
|---|---|
| United States | 20.1% |
| India | 4.9% |
| Brazil | 4.2% |
The strongest cross-interests of the Mass media audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | Elsa Pataky | Movies & TV | 3.76× | ||
| 02 | Rayo Vallecano | Travel & Leisure | 3.61× | ||
| 03 | Satire | Literature | 3.49× | ||
| 04 | Volunteering | Politics & Society | 2.82× | ||
| 05 | Betfair | Games | 2.68× | ||
| 06 | Iberia (airline) | Travel & Leisure | 2.54× | ||
| 07 | Internet & Social Media | 2.37× | |||
| 08 | Refrigerator | Home & Garden | 2.35× | ||
| 09 | Innovation | Business & Career | 2.28× | ||
| 10 | Mango | Shopping | 2.25× | ||
| 11 | Distilled beverage | Food & Beverages | 2.09× | ||
| 12 | Real property | Home & Garden | 1.85× | ||
| 13 | Badoo | Internet & Social Media | 1.79× | ||
| 14 | ABC | Movies & TV | 1.74× | ||
| 15 | Aldi | Shopping | 1.69× | ||
| 16 | IBEX 35 | Business & Career | 1.62× | ||
| 17 | Caixabank | Business & Career | 1.60× | ||
| 18 | Movistar+ | Movies & TV | 1.55× | ||
| 19 | Stradivarius | Shopping | 1.53× | ||
| 20 | Movistar | Technology & Electronics | 1.51× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Community Orientation | OPEN | 1.39× | |
| Convenience Orientation | PREMIUM | 1.30× | |
| Spirituality | BALANCE | 1.14× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Design Affinity | PREMIUM | 0.92× | |
| Mindfulness | BALANCE | 0.93× | |
| Healthy Lifestyle | BALANCE | 0.94× |
Related profiles, rankings and the same audience in other markets.
Audience size is the estimated number of people in Spain who actively search for Mass media. 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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