BBC Sport Audience in United Kingdom
BBC Sport has an estimated audience of 16,642,974 people in United Kingdom. 34.5% are female, 65.5% are male, average age 44.1. Top regions: England, North West, South East. Top brand affinities: The Championships, Wimbledon, Sky Bet, Sky Sport, Sporting Life (British newspaper), Aston Villa F.C..
The average BBC Sport fan in United Kingdom is 44.1 years old, more male, and lives primarily in England. The audience is concentrated in England, North West, South East. Top brand affinities include The Championships, Wimbledon, Sky Bet, Sky Sport, with strongest over-indexing on The Championships, Wimbledon (2.96× the country average). Demographically, the BBC Sport audience skews more male with an average age of 44.1, and over-indexes on personality traits such as Travelling, Luxury Orientation. Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 13 regions tracked by Rascasse.
Category: Sports · Type: TV Channel
Demographics of BBC Sport fans
| Metric | Value |
|---|---|
| Female | 34.5% |
| Male | 65.5% |
| Average age | 44.1 |
| Estimated audience size | 16,642,974 |
Audience persona
The typical BBC Sport fan in United Kingdom is more male, around 44.1 years old, with strong Travelling tendencies and a notable affinity for The Championships, Wimbledon.
Top regions in United Kingdom
| Region | Reach | Affinity |
|---|---|---|
| England | 11,423,333 | 0.74× |
| North West | 2,449,254 | 1.38× |
| South East | 2,135,078 | 0.95× |
| South West | 1,698,088 | 1.24× |
| East of England | 1,580,667 | 1.04× |
| Scotland | 1,574,600 | 1.05× |
| East Midlands | 1,494,333 | 1.27× |
| Greater London | 1,404,915 | 0.65× |
| Yorkshire and the Humber | 1,177,534 | 0.88× |
| Wales | 1,162,274 | 1.22× |
| North East | 561,201 | 0.87× |
| West Midlands | 511,366 | 0.72× |
| Northern Ireland | 505,281 | 0.99× |
Top brand affinities
Brands and entities this audience over-indexes on, vs. the country average.
| Brand | Affinity | Category |
|---|---|---|
| The Championships, Wimbledon | 2.96× | Sports |
| Sky Bet | 2.6× | Games |
| Sky Sport | 2.61× | Sports |
| Sporting Life (British newspaper) | 2.41× | Sports |
| Aston Villa F.C. | 2.3× | Sports |
| Celtic FC | 2.84× | Sports |
| Rugby union | 1.87× | Sports |
| Nottingham Forest | 2.49× | Sports |
| BBC iPlayer | 1.7× | Movies & TV |
| Paddy Power | 1.69× | Games |
| Betfred | 1.63× | Games |
| The Daily Star (Bangladesh) | 2.52× | News |
| Rangers FC | 2.69× | Sports |
| William Hill (bookmaker) | 1.6× | Games |
| Racing Post | 1.68× | Sports |
| Teen drama | 3.61× | Movies & TV |
| Boylesports | 2.5× | Games |
| Ricky Hatton | 1.79× | Sports |
| Crystal Palace F.C. | 2.41× | Sports |
| Match of the Day | 2.99× | Movies & TV |
Psychographic profile
Top six personality traits over-indexed by this audience (1.0 = country average).
| Trait | Cluster | Score |
|---|---|---|
| Travelling | THRILL | 1.59 |
| Luxury Orientation | PREMIUM | 1.36 |
| Convenience Orientation | PREMIUM | 1.17 |
| Indulgence | JOY | 1.15 |
| Social Media Usage | JOY | 1.12 |
| Early Adopter Mentality | POWER | 1.11 |
Worldwide distribution
| Country | Share |
|---|---|
| United Kingdom | 63.4% |
| India | 3.5% |
| United States | 2.8% |
See BBC Sport audiences in other countries
More Sports audiences in United Kingdom
- BBC (17,146,663)
- BBC iPlayer (13,183,360)
- Channel 4 (11,802,015)
- BBC News (11,721,078)
- Netflix (11,621,911)
Frequently asked questions
How many fans does BBC Sport have in United Kingdom?
BBC Sport has an estimated audience of 16,642,974 people in United Kingdom, concentrated in England and North West.
What is the gender split and age of BBC Sport fans?
34.5% of BBC Sport fans are female, 65.5% are male, with an average age of 44.1 years.
Which brands do BBC Sport fans like most?
BBC Sport fans show strongest brand affinity for The Championships, Wimbledon (2.96×), Sky Bet (2.6×), and Sky Sport (2.61×) over the country average.
Where do BBC Sport fans live in United Kingdom?
BBC Sport fans in United Kingdom are most concentrated in England (reach 11,423,333), North West (reach 2,449,254), and South East (reach 2,135,078). These three regions account for the largest share of the active audience.
What other brands do BBC Sport fans also like?
Beyond BBC Sport itself, the audience over-indexes on Sky Bet (2.6×), Sky Sport (2.61×), Sporting Life (British newspaper) (2.41×), and Aston Villa F.C. (2.3×) compared to the United Kingdom average.
How to read this data
Audience size is the estimated number of people in United Kingdom who actively search for BBC Sport. 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 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.