A data profile of the people who buy, follow and care about McDonald's in Spain — modelled from more than twelve digital signal sources. McDonald's has an estimated audience of 6,911,096 people in Spain.
The average McDonald's fan in Spain is 38.8 years old, more female, and lives primarily in Catalonia.
The audience is concentrated in Catalonia, Andalusia, Community of Madrid.
Top brand affinities include Burger King, Domino's Pizza, Carrefour Express, with strongest over-indexing on Burger King (2.83× the country average).
Demographically, the McDonald's audience skews more female with an average age of 38.8, and over-indexes on personality traits such as Career Orientation, Convenience Orientation.
Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 17 regions tracked by Rascasse.
The typical McDonald's fan in Spain is more female, around 38.8 years old, with strong Career Orientation tendencies and a notable affinity for Burger King.
The key figures that characterise the McDonald's profile in Spain.
55.9% are female, 44.1% are male, average age 38.8.
| Metric | Value |
|---|---|
| Female | 55.9% |
| Male | 44.1% |
| Average age | 38.8 |
| Estimated audience size | 6,911,096 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 17% | |
| 20-29 | 21% | |
| 30-39 | 23% | |
| 40-49 | 24% | |
| 50+ | 15% |
of the worldwide McDonald's audience comes from Spain.
| Country | Share |
|---|---|
| United States | 24.2% |
| Italy | 4.8% |
| Germany | 4.7% |
Where the McDonald's audience in Spain is strongest.
| # | Region | Reach | Affinity | × |
|---|---|---|---|---|
| 01 | Balearic Islands | ~100K | 2.02× | |
| 02 | Canary Islands | ~200K | 1.68× | |
| 03 | Catalonia | ~600K | 1.66× | |
| 04 | Comunidad Valenciana | ~300K | 1.41× | |
| 05 | Andalusia | ~500K | 1.17× | |
| 06 | Community of Madrid | ~400K | 1.11× | |
| 07 | Aragon | ~60K | 1.08× | |
| 08 | Region of Murcia | ~70K | 0.96× | |
| 09 | Cantabria | ~20K | 0.77× | |
| 10 | Castile and León | ~70K | 0.75× | |
| 11 | Castilla-La Mancha | ~60K | 0.73× | |
| 12 | Basque Autonomous Country | ~50K | 0.68× | |
| 13 | Principality of Asturias | ~30K | 0.67× | |
| 14 | Galicia | ~60K | 0.63× | |
| 15 | Extremadura | ~30K | 0.63× | |
| 16 | Navarre | ~10K | 0.60× | |
| 17 | La Rioja | ~6K | 0.47× |
The strongest cross-interests of the McDonald's audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | Delivery order | Food & Beverages | 3.45× | ||
| 02 | KFC | Food & Beverages | 3.10× | ||
| 03 | Domino's Pizza | Food & Beverages | 2.96× | ||
| 04 | Burger King | Food & Beverages | 2.83× | ||
| 05 | Telepizza | Food & Beverages | 2.66× | ||
| 06 | Spar (retailer) | Shopping | 2.63× | ||
| 07 | Kiabi | Fashion & Accessoires | 2.27× | ||
| 08 | Loterías y Apuestas del Estado | Games | 2.07× | ||
| 09 | Carrefour Express | Shopping | 2.04× | ||
| 10 | Starbucks | Food & Beverages | 2.00× | ||
| 11 | Hipercor | Shopping | 1.99× | ||
| 12 | Fast food | Food & Beverages | 1.91× | ||
| 13 | women'secret | Fashion & Accessoires | 1.83× | ||
| 14 | Semana | News | 1.75× | ||
| 15 | Aldi | Shopping | 1.74× | ||
| 16 | Diez Minutos | News | 1.72× | ||
| 17 | Carrefour | Shopping | 1.70× | ||
| 18 | Primark | Shopping | 1.61× | ||
| 19 | Take-out | Food & Beverages | 1.61× | ||
| 20 | Canarias7 | News | 1.59× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Career Orientation | POWER | 1.27× | |
| Convenience Orientation | PREMIUM | 1.17× | |
| Indulgence | JOY | 1.15× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Risk Appetite | THRILL | 0.71× | |
| Design Affinity | PREMIUM | 0.73× | |
| Sports Activity | POWER | 0.81× |
McDonald's's target market in Spain covers an estimated 6,911,096 people, concentrated in Catalonia and Andalusia.
55.9% of the McDonald's audience are female, 44.1% are male, with an average age of 38.8 years.
McDonald's fans show strongest brand affinity for Burger King (2.83×), Domino's Pizza (2.96×), and Carrefour Express (2.04×) over the country average.
McDonald's fans in Spain are most concentrated in Catalonia (reach ~600K), Andalusia (reach ~500K), and Community of Madrid (reach ~400K). These three regions account for the largest share of the active audience.
Beyond McDonald's itself, the audience over-indexes on Domino's Pizza (2.96×), Carrefour Express (2.04×), Loterías y Apuestas del Estado (2.07×), and Fast food (1.91×) 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 McDonald's. 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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