Road Audience in United Kingdom
Road has an estimated audience of 9,653,421 people in United Kingdom. 46.3% are female, 53.7% are male, average age 45.8. Top regions: England, Scotland, Wales. Top brand affinities: Sports nutrition, Diabetes mellitus awareness, Drinking establishment, Diana, Princess of Wales, Sapphire.
The average Road fan in United Kingdom is 45.8 years old, balanced, and lives primarily in England. The audience is concentrated in England, Scotland, Wales. Top brand affinities include Sports nutrition, Diabetes mellitus awareness, Drinking establishment, with strongest over-indexing on Sports nutrition (18.15× the country average). Demographically, the Road audience skews balanced with an average age of 45.8, and over-indexes on personality traits such as Quality Awareness, DIY Mentality. Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 12 regions tracked by Rascasse.
Category: Travel & Leisure · Type: Topic
Demographics of Road fans
| Metric | Value |
|---|---|
| Female | 46.3% |
| Male | 53.7% |
| Average age | 45.8 |
| Estimated audience size | 9,653,421 |
Audience persona
The typical Road fan in United Kingdom is balanced, around 45.8 years old, with strong Quality Awareness tendencies and a notable affinity for Sports nutrition.
Top regions in United Kingdom
| Region | Reach | Affinity |
|---|---|---|
| England | 6,091,319 | 0.68× |
| Scotland | 1,281,974 | 1.47× |
| Wales | 1,030,952 | 1.87× |
| South East | 645,763 | 0.5× |
| Northern Ireland | 540,025 | 1.82× |
| Yorkshire and the Humber | 530,371 | 0.68× |
| East of England | 523,491 | 0.59× |
| South West | 485,599 | 0.61× |
| East Midlands | 312,936 | 0.46× |
| North West | 295,515 | 0.29× |
| West Midlands | 287,787 | 0.7× |
| North East | 181,221 | 0.48× |
Top brand affinities
Brands and entities this audience over-indexes on, vs. the country average.
| Brand | Affinity | Category |
|---|---|---|
| Sports nutrition | 18.15× | Food & Beverages |
| Diabetes mellitus awareness | 14.42× | Health |
| Drinking establishment | 10.44× | Food & Beverages |
| Diana, Princess of Wales | 20.32× | Politics & Society |
| Sapphire | 14.98× | Fashion & Accessoires |
| Cyberwarfare | 24.74× | Technology & Electronics |
| Destination spa | 12.75× | Health |
| Lacto vegetarianism | 26.87× | Food & Beverages |
| Tax refund | 9.12× | Business & Career |
| Wine cocktail | 15.94× | Food & Beverages |
| Sustainable gardening | 19.2× | Home & Garden |
| Stress Relief | 21.15× | Health |
| Local news | 3.58× | News |
| Payment card | 11.63× | Fashion & Accessoires |
| Solar thermal energy | 15.46× | Home & Garden |
| Plug-in electric vehicle | 14.76× | Cars & Mobility |
| Ethanol | 4.91× | Health |
| Income tax | 6.99× | Business & Career |
| Betfair | 2.72× | Games |
| 2.02× | Internet & Social Media |
Psychographic profile
Top six personality traits over-indexed by this audience (1.0 = country average).
| Trait | Cluster | Score |
|---|---|---|
| Quality Awareness | PREMIUM | 1.41 |
| DIY Mentality | THRILL | 1.35 |
| Luxury Orientation | PREMIUM | 1.26 |
| Convenience Orientation | PREMIUM | 1.24 |
| Need for Security | CONSERVATISM | 1.19 |
| Travelling | THRILL | 1.16 |
Worldwide distribution
| Country | Share |
|---|---|
| United States | 28.8% |
| Italy | 7.2% |
| United Kingdom | 6.6% |
See Road audiences in other countries
More Travel & Leisure 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 Road have in United Kingdom?
Road has an estimated audience of 9,653,421 people in United Kingdom, concentrated in England and Scotland.
What is the gender split and age of Road fans?
46.3% of Road fans are female, 53.7% are male, with an average age of 45.8 years.
Which brands do Road fans like most?
Road fans show strongest brand affinity for Sports nutrition (18.15×), Diabetes mellitus awareness (14.42×), and Drinking establishment (10.44×) over the country average.
Where do Road fans live in United Kingdom?
Road fans in United Kingdom are most concentrated in England (reach 6,091,319), Scotland (reach 1,281,974), and Wales (reach 1,030,952). These three regions account for the largest share of the active audience.
What other brands do Road fans also like?
Beyond Road itself, the audience over-indexes on Diabetes mellitus awareness (14.42×), Drinking establishment (10.44×), Diana, Princess of Wales (20.32×), and Sapphire (14.98×) 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 Road. 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.