A data profile of the people who buy, follow and care about At the Races in United Kingdom — modelled from more than twelve digital signal sources. At the Races has an estimated audience of 3,508,971 people in United Kingdom.
The average At the Races fan in United Kingdom is 47.7 years old, more male, and lives primarily in England.
The audience is concentrated in England, Yorkshire and the Humber, South East.
Top brand affinities include Racing Post, Sporting Life (British newspaper), Boylesports, with strongest over-indexing on Racing Post (14.09× the country average).
Demographically, the At the Races audience skews more male with an average age of 47.7, and over-indexes on personality traits such as Need for Security, Career Orientation.
Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 12 regions tracked by Rascasse.
The typical At the Races fan in United Kingdom is more male, around 47.7 years old, with strong Need for Security tendencies and a notable affinity for Racing Post.
The key figures that characterise the At the Races profile in United Kingdom.
41.5% are female, 58.5% are male, average age 47.7.
| Metric | Value |
|---|---|
| Female | 41.5% |
| Male | 58.5% |
| Average age | 47.7 |
| Estimated audience size | 3,508,971 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 4% | |
| 20-29 | 14% | |
| 30-39 | 17% | |
| 40-49 | 23% | |
| 50+ | 43% |
of the worldwide At the Races audience comes from United Kingdom.
| Country | Share |
|---|---|
| United Kingdom | 49.7% |
| Ireland | 9.6% |
| United Arab Emirates | 4.0% |
Where the At the Races audience in United Kingdom is strongest.
| # | Region | Reach | Affinity | × |
|---|---|---|---|---|
| 01 | North East | ~200K | 1.83× | |
| 02 | Yorkshire and the Humber | ~500K | 1.74× | |
| 03 | West Midlands | ~200K | 1.24× | |
| 04 | Wales | ~200K | 1.21× | |
| 05 | Northern Ireland | ~100K | 1.16× | |
| 06 | Scotland | ~300K | 0.86× | |
| 07 | England | ~2.5M | 0.77× | |
| 08 | East Midlands | ~200K | 0.75× | |
| 09 | East of England | ~200K | 0.65× | |
| 10 | South West | ~200K | 0.63× | |
| 11 | South East | ~300K | 0.59× | |
| 12 | North West | ~200K | 0.58× |
The strongest cross-interests of the At the Races audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | Racing UK | Sports | 15.14× | ||
| 02 | Racing Post | Sports | 14.09× | ||
| 03 | Thoroughbred horse racing | Sports | 12.57× | ||
| 04 | Sporting Life (British newspaper) | Sports | 12.24× | ||
| 05 | Cheltenham Festival | Sports | 11.24× | ||
| 06 | Grand National | Sports | 11.19× | ||
| 07 | Aintree Racecourse | Sports | 10.08× | ||
| 08 | Cheltenham Racecourse | Sports | 9.85× | ||
| 09 | Ascot Racecourse | Sports | 9.34× | ||
| 10 | Boylesports | Games | 7.08× | ||
| 11 | Betway | Games | 4.37× | ||
| 12 | Ladbrokes | Games | 3.92× | ||
| 13 | William Hill (bookmaker) | Games | 3.43× | ||
| 14 | Sky Bet | Games | 3.33× | ||
| 15 | Betfred | Games | 3.22× | ||
| 16 | Betfair | Games | 3.01× | ||
| 17 | Paddy Power | Games | 2.90× | ||
| 18 | FIFA World Cup | Sports | 1.84× | ||
| 19 | Manchester United F.C. | Sports | 1.55× | ||
| 20 | FIFA World Cup 2026 | Sports | 1.55× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Need for Security | CONSERVATISM | 1.21× | |
| Career Orientation | POWER | 1.20× | |
| Family Orientation | CONSERVATISM | 1.20× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Mindfulness | BALANCE | 0.91× | |
| Design Affinity | PREMIUM | 0.92× | |
| Healthy Lifestyle | BALANCE | 0.93× |
At the Races has an estimated audience of 3,508,971 people in United Kingdom, concentrated in England and Yorkshire and the Humber.
41.5% of At the Races fans are female, 58.5% are male, with an average age of 47.7 years.
At the Races fans show strongest brand affinity for Racing Post (14.09×), Sporting Life (British newspaper) (12.24×), and Boylesports (7.08×) over the country average.
At the Races fans in United Kingdom are most concentrated in England (reach ~2.5M), Yorkshire and the Humber (reach ~500K), and South East (reach ~300K). These three regions account for the largest share of the active audience.
Beyond At the Races itself, the audience over-indexes on Sporting Life (British newspaper) (12.24×), Boylesports (7.08×), Racing UK (15.14×), and William Hill (bookmaker) (3.43×) compared to the United Kingdom average.
Related profiles, rankings and the same audience in other markets.
Audience size is the estimated number of people in United Kingdom who actively search for At the Races. 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 United Kingdom. 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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