A data profile of the people who buy, follow and care about Racing Post in United Kingdom — modelled from more than twelve digital signal sources. Racing Post has an estimated audience of 10,612,420 people in United Kingdom.
The average Racing Post fan in United Kingdom is 47.6 years old, more male, and lives primarily in England.
The audience is concentrated in England, North West, South East.
Top brand affinities include At the Races, Sporting Life (British newspaper), Racing UK, with strongest over-indexing on At the Races (13.28× the country average).
Demographically, the Racing Post audience skews more male with an average age of 47.6, and over-indexes on personality traits such as Risk Appetite, Convenience Orientation.
Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 13 regions tracked by Rascasse.
The typical Racing Post fan in United Kingdom is more male, around 47.6 years old, with strong Risk Appetite tendencies and a notable affinity for At the Races.
The key figures that characterise the Racing Post profile in United Kingdom.
36.8% are female, 63.2% are male, average age 47.6.
| Metric | Value |
|---|---|
| Female | 36.8% |
| Male | 63.2% |
| Average age | 47.6 |
| Estimated audience size | 10,612,420 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 4% | |
| 20-29 | 14% | |
| 30-39 | 16% | |
| 40-49 | 23% | |
| 50+ | 43% |
of the worldwide Racing Post audience comes from United Kingdom.
| Country | Share |
|---|---|
| United Kingdom | 72.9% |
| Ireland | 12.2% |
| Spain | 2.5% |
Where the Racing Post audience in United Kingdom is strongest.
| # | Region | Reach | Affinity | × |
|---|---|---|---|---|
| 01 | North West | ~1.5M | 1.32× | |
| 02 | North East | ~500K | 1.32× | |
| 03 | Northern Ireland | ~400K | 1.27× | |
| 04 | South West | ~1M | 1.21× | |
| 05 | East Midlands | ~800K | 1.07× | |
| 06 | Wales | ~600K | 1.04× | |
| 07 | East of England | ~900K | 1.03× | |
| 08 | Yorkshire and the Humber | ~800K | 0.97× | |
| 09 | Scotland | ~800K | 0.93× | |
| 10 | South East | ~1M | 0.90× | |
| 11 | England | ~7M | 0.76× | |
| 12 | West Midlands | ~300K | 0.67× | |
| 13 | Greater London | ~700K | 0.51× |
The strongest cross-interests of the Racing Post audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | Racing UK | Sports | 15.50× | ||
| 02 | At the Races | Sports | 13.28× | ||
| 03 | Thoroughbred horse racing | Sports | 10.44× | ||
| 04 | Cheltenham Racecourse | Sports | 9.66× | ||
| 05 | Cheltenham Festival | Sports | 9.45× | ||
| 06 | Mare | Travel & Leisure | 8.24× | ||
| 07 | Grand National | Sports | 8.07× | ||
| 08 | Ascot Racecourse | Sports | 8.05× | ||
| 09 | Sporting Life (British newspaper) | Sports | 7.40× | ||
| 10 | Queens | Travel & Leisure | 7.11× | ||
| 11 | Boylesports | Games | 5.11× | ||
| 12 | 32Red | Games | 4.92× | ||
| 13 | Ladbrokes | Games | 4.02× | ||
| 14 | Betfred | Games | 3.58× | ||
| 15 | Betfair | Games | 3.55× | ||
| 16 | Sky Bet | Games | 3.26× | ||
| 17 | William Hill (bookmaker) | Games | 3.18× | ||
| 18 | Paddy Power | Games | 2.75× | ||
| 19 | FIFA World Cup | Sports | 1.55× | ||
| 20 | Manchester United F.C. | Sports | 1.53× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Risk Appetite | THRILL | 1.34× | |
| Convenience Orientation | PREMIUM | 1.17× | |
| Need for Security | CONSERVATISM | 1.14× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Design Affinity | PREMIUM | 0.85× | |
| Individualism | JOY | 0.89× | |
| Luxury Orientation | PREMIUM | 0.91× |
Racing Post has an estimated audience of 10,612,420 people in United Kingdom, concentrated in England and North West.
36.8% of Racing Post fans are female, 63.2% are male, with an average age of 47.6 years.
Racing Post fans show strongest brand affinity for At the Races (13.28×), Sporting Life (British newspaper) (7.4×), and Racing UK (15.5×) over the country average.
Racing Post fans in United Kingdom are most concentrated in England (reach ~7M), North West (reach ~1.5M), and South East (reach ~1M). These three regions account for the largest share of the active audience.
Beyond Racing Post itself, the audience over-indexes on Sporting Life (British newspaper) (7.4×), Racing UK (15.5×), Betfred (3.58×), and William Hill (bookmaker) (3.18×) 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 Racing Post. 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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