A data profile of the people who buy, follow and care about Politics in United Kingdom — modelled from more than twelve digital signal sources. Politics has an estimated audience of 17,711,212 people in United Kingdom.
The average Politics fan in United Kingdom is 45.5 years old, more female, and lives primarily in England.
The audience is concentrated in England, South East, Yorkshire and the Humber.
Top brand affinities include Melania Trump, Daily Mirror, Obituary, with strongest over-indexing on Melania Trump (2.99× the country average).
Demographically, the Politics audience skews more female with an average age of 45.5, and over-indexes on personality traits such as Patriotism, Spirituality.
Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 12 regions tracked by Rascasse.
The typical Politics fan in United Kingdom is more female, around 45.5 years old, with strong Patriotism tendencies and a notable affinity for Melania Trump.
The key figures that characterise the Politics profile in United Kingdom.
56.9% are female, 43.1% are male, average age 45.5.
| Metric | Value |
|---|---|
| Female | 56.9% |
| Male | 43.1% |
| Average age | 45.5 |
| Estimated audience size | 17,711,212 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 7% | |
| 20-29 | 15% | |
| 30-39 | 18% | |
| 40-49 | 23% | |
| 50+ | 36% |
of the worldwide Politics audience comes from United Kingdom.
| Country | Share |
|---|---|
| United States | 20.8% |
| India | 5.5% |
| Italy | 5.3% |
Where the Politics audience in United Kingdom is strongest.
| # | Region | Reach | Affinity | × |
|---|---|---|---|---|
| 01 | England | ~13M | 2.19× | |
| 02 | West Midlands | ~1M | 1.34× | |
| 03 | Yorkshire and the Humber | ~2M | 1.26× | |
| 04 | East of England | ~1.5M | 1.08× | |
| 05 | North East | ~700K | 1.03× | |
| 06 | South East | ~2.5M | 0.95× | |
| 07 | South West | ~1.5M | 0.91× | |
| 08 | East Midlands | ~1M | 0.91× | |
| 09 | Northern Ireland | ~400K | 0.80× | |
| 10 | Wales | ~700K | 0.70× | |
| 11 | North West | ~1.5M | 0.68× | |
| 12 | Scotland | ~900K | 0.58× |
The strongest cross-interests of the Politics audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | Obituary | Literature | 3.06× | ||
| 02 | Melania Trump | Politics & Society | 2.99× | ||
| 03 | Crossword | Games | 2.63× | ||
| 04 | Genetics | Kids & Family | 1.95× | ||
| 05 | Social science | Business & Career | 1.83× | ||
| 06 | Individual | Politics & Society | 1.79× | ||
| 07 | Daily Mirror | News | 1.77× | ||
| 08 | Weather | Home & Garden | 1.77× | ||
| 09 | Waterstones | Literature | 1.76× | ||
| 10 | National Lottery | Games | 1.75× | ||
| 11 | National Lottery (United Kingdom) | Games | 1.72× | ||
| 12 | Law | Business & Career | 1.71× | ||
| 13 | Home Bargains | Shopping | 1.71× | ||
| 14 | BBC iPlayer | Movies & TV | 1.60× | ||
| 15 | Health care | Business & Career | 1.59× | ||
| 16 | Knowledge | Business & Career | 1.57× | ||
| 17 | Breaking news | Movies & TV | 1.54× | ||
| 18 | Daily Express | News | 1.53× | ||
| 19 | Eating | Food & Beverages | 1.52× | ||
| 20 | Aldi | Shopping | 1.51× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Patriotism | CONSERVATISM | 1.72× | |
| Spirituality | BALANCE | 1.54× | |
| Career Orientation | POWER | 1.50× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Luxury Orientation | PREMIUM | 0.97× | |
| Design Affinity | PREMIUM | 1.01× | |
| Creativity | OPEN | 1.06× |
Politics has an estimated audience of 17,711,212 people in United Kingdom, concentrated in England and South East.
56.9% of Politics fans are female, 43.1% are male, with an average age of 45.5 years.
Politics fans show strongest brand affinity for Melania Trump (2.99×), Daily Mirror (1.77×), and Obituary (3.06×) over the country average.
Politics fans in United Kingdom are most concentrated in England (reach ~13M), South East (reach ~2.5M), and Yorkshire and the Humber (reach ~2M). These three regions account for the largest share of the active audience.
Beyond Politics itself, the audience over-indexes on Daily Mirror (1.77×), Obituary (3.06×), Crossword (2.63×), and Law (1.71×) 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 Politics. 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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