Local news Audience in United Kingdom
Local news has an estimated audience of 10,658,803 people in United Kingdom. 58.5% are female, 41.5% are male, average age 46.7. Top regions: England, South East, North West. Top brand affinities: Breaking news, Transport, Road, News broadcasting, Australia.
The average Local news fan in United Kingdom is 46.7 years old, more female, and lives primarily in England. The audience is concentrated in England, South East, North West. Top brand affinities include Breaking news, Transport, Road, with strongest over-indexing on Breaking news (6.67× the country average). Demographically, the Local news audience skews more female with an average age of 46.7, and over-indexes on personality traits such as Luxury Orientation, Price Sensitivity. Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 13 regions tracked by Rascasse.
Category: News · Type: Topic
Demographics of Local news fans
| Metric | Value |
|---|---|
| Female | 58.5% |
| Male | 41.5% |
| Average age | 46.7 |
| Estimated audience size | 10,658,803 |
Audience persona
The typical Local news fan in United Kingdom is more female, around 46.7 years old, with strong Luxury Orientation tendencies and a notable affinity for Breaking news.
Top regions in United Kingdom
| Region | Reach | Affinity |
|---|---|---|
| England | 7,994,103 | 0.84× |
| South East | 1,251,448 | 0.87× |
| North West | 1,228,467 | 1.08× |
| South West | 1,176,553 | 1.34× |
| Scotland | 1,086,657 | 1.13× |
| East of England | 1,026,827 | 1.06× |
| East Midlands | 968,360 | 1.29× |
| Yorkshire and the Humber | 767,340 | 0.9× |
| North East | 599,442 | 1.45× |
| Wales | 466,187 | 0.77× |
| Northern Ireland | 414,493 | 1.26× |
| Greater London | 370,451 | 0.27× |
| West Midlands | 343,377 | 0.75× |
Top brand affinities
Brands and entities this audience over-indexes on, vs. the country average.
| Brand | Affinity | Category |
|---|---|---|
| Breaking news | 6.67× | Movies & TV |
| Transport | 3.51× | Cars & Mobility |
| Road | 3.51× | Travel & Leisure |
| News broadcasting | 2.9× | Business & Career |
| Australia | 2.42× | Travel & Leisure |
| Daily Express | 1.97× | News |
| Republic of Ireland | 2.77× | Travel & Leisure |
| Sydney | 2.83× | Travel & Leisure |
| England | 1.55× | Travel & Leisure |
| Dublin | 3.07× | Travel & Leisure |
| Woman | 1.52× | Kids & Family |
| Friendship | 1.72× | Kids & Family |
| Live television | 3.12× | Movies & TV |
| Oasis (drink) | 5.68× | Food & Beverages |
| Baby toys | 6.46× | Kids & Family |
| Vegetarian Society | 10.3× | Food & Beverages |
| Mail Online | 1.72× | News |
| Saltwater fish | 13.81× | Pets & Animals |
| Matalan | 1.6× | Shopping |
| Poland | 4.76× | Travel & Leisure |
Psychographic profile
Top six personality traits over-indexed by this audience (1.0 = country average).
| Trait | Cluster | Score |
|---|---|---|
| Luxury Orientation | PREMIUM | 1.5 |
| Price Sensitivity | PREMIUM | 1.46 |
| Indulgence | JOY | 1.3 |
| Quality Awareness | PREMIUM | 1.26 |
| Community Orientation | OPEN | 1.17 |
| LGBTQ+ Identity | OPEN | 1.14 |
Worldwide distribution
| Country | Share |
|---|---|
| United States | 34.2% |
| India | 8.0% |
| United Kingdom | 6.4% |
See Local news audiences in other countries
More News audiences in United Kingdom
- Food and drink (40,038,753)
- Arts and music (39,614,473)
- Shopping (38,059,513)
- Music (37,354,190)
- Food (36,602,968)
Frequently asked questions
How many fans does Local news have in United Kingdom?
Local news has an estimated audience of 10,658,803 people in United Kingdom, concentrated in England and South East.
What is the gender split and age of Local news fans?
58.5% of Local news fans are female, 41.5% are male, with an average age of 46.7 years.
Which brands do Local news fans like most?
Local news fans show strongest brand affinity for Breaking news (6.67×), Transport (3.51×), and Road (3.51×) over the country average.
Where do Local news fans live in United Kingdom?
Local news fans in United Kingdom are most concentrated in England (reach 7,994,103), South East (reach 1,251,448), and North West (reach 1,228,467). These three regions account for the largest share of the active audience.
What other brands do Local news fans also like?
Beyond Local news itself, the audience over-indexes on Transport (3.51×), Road (3.51×), News broadcasting (2.9×), and Australia (2.42×) 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 Local news. 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.