A data profile of the people who buy, follow and care about Formula One in Italy — modelled from more than twelve digital signal sources. Formula One has an estimated audience of 20,796,938 people in Italy.
The average Formula One fan in Italy is 39.5 years old, more male, and lives primarily in Lombardy.
The audience is concentrated in Lombardy, Lazio, Campania.
Top brand affinities include MotoGP, AutoScout24, Tuttosport, with strongest over-indexing on MotoGP (2.32× the country average).
Demographically, the Formula One audience skews more male with an average age of 39.5, and over-indexes on personality traits such as Need for Security, Patriotism.
Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 20 regions tracked by Rascasse.
The typical Formula One fan in Italy is more male, around 39.5 years old, with strong Need for Security tendencies and a notable affinity for MotoGP.
The key figures that characterise the Formula One profile in Italy.
26.5% are female, 73.5% are male, average age 39.5.
| Metric | Value |
|---|---|
| Female | 26.5% |
| Male | 73.5% |
| Average age | 39.5 |
| Estimated audience size | 20,796,938 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 21% | |
| 20-29 | 18% | |
| 30-39 | 19% | |
| 40-49 | 20% | |
| 50+ | 22% |
of the worldwide Formula One audience comes from Italy.
| Country | Share |
|---|---|
| United States | 14.1% |
| Italy | 13.6% |
| Brazil | 11.1% |
Where the Formula One audience in Italy is strongest.
| # | Region | Reach | Affinity | × |
|---|---|---|---|---|
| 01 | Lombardy | ~3.5M | 1.44× | |
| 02 | Lazio | ~2M | 1.23× | |
| 03 | Aosta Valley | ~40K | 1.07× | |
| 04 | Molise | ~70K | 1.06× | |
| 05 | Tuscany | ~1M | 1.04× | |
| 06 | Emilia-Romagna | ~1M | 1.02× | |
| 07 | Sardinia | ~400K | 1.02× | |
| 08 | Liguria | ~400K | 1.01× | |
| 09 | Trentino-Alto Adige/Südtirol | ~300K | 1.01× | |
| 10 | Basilicata | ~100K | 0.99× | |
| 11 | Friuli-Venezia Giulia | ~300K | 0.98× | |
| 12 | Umbria | ~200K | 0.97× | |
| 13 | Sicilia | ~1M | 0.96× | |
| 14 | Veneto | ~1M | 0.96× | |
| 15 | Calabria | ~400K | 0.95× | |
| 16 | Abruzzo | ~300K | 0.94× | |
| 17 | Piedmont | ~1M | 0.93× | |
| 18 | Marche | ~300K | 0.93× | |
| 19 | Puglia | ~900K | 0.89× | |
| 20 | Campania | ~1.5M | 0.88× |
The strongest cross-interests of the Formula One audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | MotoGP | Sports | 2.32× | ||
| 02 | Scuderia Ferrari | Sports | 2.20× | ||
| 03 | Motorcycle accessories | Cars & Mobility | 1.97× | ||
| 04 | Used car | Cars & Mobility | 1.88× | ||
| 05 | Motorcycle club | Cars & Mobility | 1.86× | ||
| 06 | AutoScout24 | Cars & Mobility | 1.79× | ||
| 07 | Sport bike | Cars & Mobility | 1.76× | ||
| 08 | Motorcycle racing | Cars & Mobility | 1.74× | ||
| 09 | Alfa Romeo | Cars & Mobility | 1.72× | ||
| 10 | Tire | Cars & Mobility | 1.67× | ||
| 11 | Ferrari | Cars & Mobility | 1.65× | ||
| 12 | Motorcycle sport | Sports | 1.64× | ||
| 13 | Škoda Auto | Cars & Mobility | 1.61× | ||
| 14 | Motorcycling | Cars & Mobility | 1.59× | ||
| 15 | Motorsport | Cars & Mobility | 1.57× | ||
| 16 | Wheel | Cars & Mobility | 1.57× | ||
| 17 | Door County, Wisconsin | Travel & Leisure | 1.56× | ||
| 18 | Solar energy | Home & Garden | 1.56× | ||
| 19 | Hybrids | Cars & Mobility | 1.55× | ||
| 20 | Tuttosport | Sports | 1.50× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Need for Security | CONSERVATISM | 1.26× | |
| Patriotism | CONSERVATISM | 1.11× | |
| Risk Appetite | THRILL | 1.06× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Creativity | OPEN | 0.81× | |
| Mindfulness | BALANCE | 0.86× | |
| Quality Awareness | PREMIUM | 0.86× |
Formula One has an estimated audience of 20,796,938 people in Italy, concentrated in Lombardy and Lazio.
26.5% of Formula One fans are female, 73.5% are male, with an average age of 39.5 years.
Formula One fans show strongest brand affinity for MotoGP (2.32×), AutoScout24 (1.79×), and Tuttosport (1.5×) over the country average.
Formula One fans in Italy are most concentrated in Lombardy (reach ~3.5M), Lazio (reach ~2M), and Campania (reach ~1.5M). These three regions account for the largest share of the active audience.
Beyond Formula One itself, the audience over-indexes on AutoScout24 (1.79×), Tuttosport (1.5×), Motorcycle racing (1.74×), and Tire (1.67×) compared to the Italy average.
Related profiles, rankings and the same audience in other markets.
Audience size is the estimated number of people in Italy who actively search for Formula One. 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 Italy. 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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