A data profile of the people who buy, follow and care about Saturday in United Kingdom — modelled from more than twelve digital signal sources. Saturday has an estimated audience of 10,436,756 people in United Kingdom.
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, Jude Law, with strongest over-indexing on Daily Star (United Kingdom) (13.63× 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 Need for Security, Healthy Lifestyle.
Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 12 regions tracked by Rascasse.
The typical Saturday fan in United Kingdom is more female, around 42.9 years old, with strong Need for Security tendencies and a notable affinity for Daily Star (United Kingdom).
The key figures that characterise the Saturday profile in United Kingdom.
59.4% are female, 40.6% are male, average age 42.9.
| Metric | Value |
|---|---|
| Female | 59.4% |
| Male | 40.6% |
| Average age | 42.9 |
| Estimated audience size | 10,436,756 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 12% | |
| 20-29 | 18% | |
| 30-39 | 18% | |
| 40-49 | 24% | |
| 50+ | 28% |
of the worldwide Saturday audience comes from United Kingdom.
| Country | Share |
|---|---|
| United States | 30.6% |
| United Kingdom | 7.2% |
| Australia | 3.6% |
Where the Saturday audience in United Kingdom is strongest.
| # | Region | Reach | Affinity | × |
|---|---|---|---|---|
| 01 | West Midlands | ~700K | 1.46× | |
| 02 | Yorkshire and the Humber | ~1M | 1.35× | |
| 03 | East of England | ~1M | 1.12× | |
| 04 | North East | ~400K | 1.10× | |
| 05 | Northern Ireland | ~400K | 1.10× | |
| 06 | Wales | ~600K | 1.01× | |
| 07 | Scotland | ~900K | 0.98× | |
| 08 | England | ~8M | 0.90× | |
| 09 | South East | ~1M | 0.88× | |
| 10 | East Midlands | ~600K | 0.86× | |
| 11 | South West | ~700K | 0.77× | |
| 12 | North West | ~600K | 0.53× |
The strongest cross-interests of the Saturday audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | Daily Star (United Kingdom) | News | 13.63× | ||
| 02 | Bruce Willis | Movies & TV | 13.61× | ||
| 03 | Jude Law | Movies & TV | 13.61× | ||
| 04 | Rachel Weisz | Movies & TV | 13.61× | ||
| 05 | Carey Mulligan | Movies & TV | 13.61× | ||
| 06 | Colin Farrell | Movies & TV | 10.69× | ||
| 07 | Gwendoline Christie | Movies & TV | 10.63× | ||
| 08 | Liam Neeson | Movies & TV | 9.30× | ||
| 09 | Amy Adams | Movies & TV | 7.88× | ||
| 10 | Lily James | Movies & TV | 6.38× | ||
| 11 | Nicole Kidman | Movies & TV | 5.20× | ||
| 12 | Matthew McConaughey | Movies & TV | 4.94× | ||
| 13 | Liverpool Echo | News | 2.31× | ||
| 14 | Daily Express | News | 2.23× | ||
| 15 | Internet & Social Media | 2.00× | |||
| 16 | William Hill (bookmaker) | Games | 2.00× | ||
| 17 | Distilled beverage | Food & Beverages | 1.91× | ||
| 18 | Hobby | Home & Garden | 1.87× | ||
| 19 | Aldi | Shopping | 1.69× | ||
| 20 | Kitchen | Home & Garden | 1.59× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Need for Security | CONSERVATISM | 1.22× | |
| Healthy Lifestyle | BALANCE | 1.19× | |
| Convenience Orientation | PREMIUM | 1.13× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Pet Ownership | JOY | 0.71× | |
| Community Orientation | OPEN | 0.74× | |
| Mindfulness | BALANCE | 0.88× |
Saturday has an estimated audience of 10,436,756 people in United Kingdom, concentrated in England and South East.
59.4% of Saturday fans are female, 40.6% are male, with an average age of 42.9 years.
Saturday fans show strongest brand affinity for Daily Star (United Kingdom) (13.63×), Bruce Willis (13.61×), and Jude Law (13.61×) over the country average.
Saturday fans in United Kingdom are most concentrated in England (reach ~8M), South East (reach ~1M), and Yorkshire and the Humber (reach ~1M). These three regions account for the largest share of the active audience.
Beyond Saturday itself, the audience over-indexes on Bruce Willis (13.61×), Jude Law (13.61×), Liam Neeson (9.3×), and Rachel Weisz (13.61×) 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 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.
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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