Saturday Audience in United Kingdom
Saturday has an estimated audience of 10,436,756 people in United Kingdom. 59.4% are female, 40.6% are male, average age 42.9. Top regions: England, South East, Yorkshire and the Humber. Top brand affinities: Daily Star (United Kingdom), Bruce Willis, Rachel Weisz, Jude Law, Lily James.
The average Saturday fan in United Kingdom is 42.9 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 Daily Star (United Kingdom), Bruce Willis, Rachel Weisz, with strongest over-indexing on Daily Star (United Kingdom) (18.1× the country average). Demographically, the Saturday audience skews more female with an average age of 42.9, and over-indexes on personality traits such as Indulgence, Luxury Orientation. Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 12 regions tracked by Rascasse.
Category: Home & Garden · Type: Topic
Demographics of Saturday fans
| Metric | Value |
|---|---|
| Female | 59.4% |
| Male | 40.6% |
| Average age | 42.9 |
| Estimated audience size | 10,436,756 |
Audience persona
The typical Saturday fan in United Kingdom is more female, around 42.9 years old, with strong Indulgence tendencies and a notable affinity for Daily Star (United Kingdom).
Top regions in United Kingdom
| Region | Reach | Affinity |
|---|---|---|
| England | 7,827,567 | 0.9× |
| South East | 1,229,380 | 0.88× |
| Yorkshire and the Humber | 1,149,225 | 1.37× |
| East of England | 1,077,592 | 1.13× |
| Scotland | 917,929 | 0.98× |
| West Midlands | 662,325 | 1.48× |
| South West | 633,494 | 0.74× |
| East Midlands | 612,093 | 0.83× |
| Wales | 602,597 | 1.01× |
| North West | 504,770 | 0.45× |
| North East | 453,750 | 1.12× |
| Northern Ireland | 357,381 | 1.11× |
Top brand affinities
Brands and entities this audience over-indexes on, vs. the country average.
| Brand | Affinity | Category |
|---|---|---|
| Daily Star (United Kingdom) | 18.1× | News |
| Bruce Willis | 8.77× | Movies & TV |
| Rachel Weisz | 13.61× | Movies & TV |
| Jude Law | 11.62× | Movies & TV |
| Lily James | 7.49× | Movies & TV |
| Daily Express | 2.11× | News |
| Drinking establishment | 4.73× | Food & Beverages |
| Liam Neeson | 5.33× | Movies & TV |
| Gwendoline Christie | 8.72× | Movies & TV |
| Liverpool Echo | 2.33× | News |
| Carey Mulligan | 7.67× | Movies & TV |
| Weddings | 1.78× | Kids & Family |
| 1.86× | Internet & Social Media | |
| Destination spa | 5.02× | Health |
| Nicolas Cage | 7× | Movies & TV |
| Nicole Kidman | 4.26× | Movies & TV |
| Distilled beverage | 1.73× | Food & Beverages |
| Hobby | 1.61× | Home & Garden |
| TripAdvisor | 1.82× | Travel & Leisure |
| Premier Inn | 1.62× | Travel & Leisure |
Psychographic profile
Top six personality traits over-indexed by this audience (1.0 = country average).
| Trait | Cluster | Score |
|---|---|---|
| Indulgence | JOY | 1.08 |
| Luxury Orientation | PREMIUM | 1.04 |
| Convenience Orientation | PREMIUM | 1.03 |
| Social Media Usage | JOY | 0.98 |
| Healthy Lifestyle | BALANCE | 0.97 |
| Price Sensitivity | PREMIUM | 0.97 |
Worldwide distribution
| Country | Share |
|---|---|
| United States | 30.6% |
| United Kingdom | 7.2% |
| Australia | 3.7% |
See Saturday audiences in other countries
More Home & Garden 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 Saturday have in United Kingdom?
Saturday has an estimated audience of 10,436,756 people in United Kingdom, concentrated in England and South East.
What is the gender split and age of Saturday fans?
59.4% of Saturday fans are female, 40.6% are male, with an average age of 42.9 years.
Which brands do Saturday fans like most?
Saturday fans show strongest brand affinity for Daily Star (United Kingdom) (18.1×), Bruce Willis (8.77×), and Rachel Weisz (13.61×) over the country average.
Where do Saturday fans live in United Kingdom?
Saturday fans in United Kingdom are most concentrated in England (reach 7,827,567), South East (reach 1,229,380), and Yorkshire and the Humber (reach 1,149,225). These three regions account for the largest share of the active audience.
What other brands do Saturday fans also like?
Beyond Saturday itself, the audience over-indexes on Bruce Willis (8.77×), Rachel Weisz (13.61×), Jude Law (11.62×), and Lily James (7.49×) 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 Saturday. 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.