A data profile of the people who buy, follow and care about Local news in United Kingdom — modelled from more than twelve digital signal sources. Local news has an estimated audience of 10,658,803 people in United Kingdom.
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 Patriotism, Need for Security.
Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 13 regions tracked by Rascasse.
The typical Local news fan in United Kingdom is more female, around 46.7 years old, with strong Patriotism tendencies and a notable affinity for Breaking news.
The key figures that characterise the Local news profile in United Kingdom.
58.5% are female, 41.5% are male, average age 46.7.
| Metric | Value |
|---|---|
| Female | 58.5% |
| Male | 41.5% |
| Average age | 46.7 |
| Estimated audience size | 10,658,803 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 6% | |
| 20-29 | 14% | |
| 30-39 | 17% | |
| 40-49 | 22% | |
| 50+ | 41% |
of the worldwide Local news audience comes from United Kingdom.
| Country | Share |
|---|---|
| United States | 34.1% |
| India | 8.0% |
| United Kingdom | 6.4% |
Where the Local news audience in United Kingdom is strongest.
| # | Region | Reach | Affinity | × |
|---|---|---|---|---|
| 01 | North East | ~600K | 1.44× | |
| 02 | South West | ~1M | 1.34× | |
| 03 | East Midlands | ~1M | 1.29× | |
| 04 | Northern Ireland | ~400K | 1.26× | |
| 05 | Scotland | ~1M | 1.13× | |
| 06 | North West | ~1M | 1.08× | |
| 07 | East of England | ~1M | 1.05× | |
| 08 | Yorkshire and the Humber | ~800K | 0.90× | |
| 09 | South East | ~1.5M | 0.87× | |
| 10 | England | ~8M | 0.84× | |
| 11 | Wales | ~500K | 0.77× | |
| 12 | West Midlands | ~300K | 0.75× | |
| 13 | Greater London | ~400K | 0.27× |
The strongest cross-interests of the Local news audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | Saltwater fish | Pets & Animals | 13.81× | ||
| 02 | Vegetarian Society | Food & Beverages | 10.30× | ||
| 03 | Loving | Music & Radio | 7.64× | ||
| 04 | Breaking news | Movies & TV | 6.67× | ||
| 05 | Baby toys | Kids & Family | 6.46× | ||
| 06 | Oasis (drink) | Food & Beverages | 5.68× | ||
| 07 | Transport | Cars & Mobility | 3.51× | ||
| 08 | Road | Travel & Leisure | 3.51× | ||
| 09 | Live television | Movies & TV | 3.12× | ||
| 10 | Dublin | Travel & Leisure | 3.07× | ||
| 11 | News broadcasting | Business & Career | 2.90× | ||
| 12 | Sydney | Travel & Leisure | 2.83× | ||
| 13 | Republic of Ireland | Travel & Leisure | 2.77× | ||
| 14 | Melania Trump | Politics & Society | 2.59× | ||
| 15 | Australia | Travel & Leisure | 2.42× | ||
| 16 | Daily Express | News | 1.97× | ||
| 17 | Friendship | Kids & Family | 1.72× | ||
| 18 | Mail Online | News | 1.72× | ||
| 19 | England | Travel & Leisure | 1.55× | ||
| 20 | Woman | Kids & Family | 1.52× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Patriotism | CONSERVATISM | 1.51× | |
| Need for Security | CONSERVATISM | 1.43× | |
| Risk Appetite | THRILL | 1.35× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Pet Ownership | JOY | 0.83× | |
| Mindfulness | BALANCE | 0.90× | |
| Sports Activity | POWER | 0.92× |
Local news has an estimated audience of 10,658,803 people in United Kingdom, concentrated in England and South East.
58.5% of Local news fans are female, 41.5% are male, with an average age of 46.7 years.
Local news fans show strongest brand affinity for Breaking news (6.67×), Transport (3.51×), and Road (3.51×) over the country average.
Local news fans in United Kingdom are most concentrated in England (reach ~8M), South East (reach ~1.5M), and North West (reach ~1M). These three regions account for the largest share of the active audience.
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.
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 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.
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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