A data profile of the people who buy, follow and care about Mass media in Italy — modelled from more than twelve digital signal sources. Mass media has an estimated audience of 5,603,936 people in Italy.
The average Mass media fan in Italy is 43.0 years old, balanced, and lives primarily in Lombardy.
The audience is concentrated in Lombardy, Lazio, Campania.
Top brand affinities include Wikipedia, WhatsApp, Personal finance, with strongest over-indexing on Wikipedia (3.61× the country average).
Demographically, the Mass media audience skews balanced with an average age of 43.0, and over-indexes on personality traits such as Community Orientation, Convenience Orientation.
Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 20 regions tracked by Rascasse.
The typical Mass media fan in Italy is balanced, around 43.0 years old, with strong Community Orientation tendencies and a notable affinity for Wikipedia.
The key figures that characterise the Mass media profile in Italy.
51.4% are female, 48.6% are male, average age 43.0.
| Metric | Value |
|---|---|
| Female | 51.4% |
| Male | 48.6% |
| Average age | 43.0 |
| Estimated audience size | 5,603,936 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 12% | |
| 20-29 | 16% | |
| 30-39 | 21% | |
| 40-49 | 22% | |
| 50+ | 29% |
of the worldwide Mass media audience comes from Italy.
| Country | Share |
|---|---|
| United States | 20.1% |
| India | 4.9% |
| Brazil | 4.2% |
Where the Mass media audience in Italy is strongest.
| # | Region | Reach | Affinity | × |
|---|---|---|---|---|
| 01 | Lazio | ~900K | 1.26× | |
| 02 | Campania | ~800K | 1.22× | |
| 03 | Sicilia | ~600K | 1.22× | |
| 04 | Puglia | ~500K | 1.18× | |
| 05 | Lombardy | ~1M | 1.06× | |
| 06 | Calabria | ~200K | 1.06× | |
| 07 | Aosta Valley | ~10K | 1.01× | |
| 08 | Sardinia | ~200K | 0.99× | |
| 09 | Umbria | ~90K | 0.99× | |
| 10 | Abruzzo | ~100K | 0.98× | |
| 11 | Molise | ~30K | 0.98× | |
| 12 | Friuli-Venezia Giulia | ~100K | 0.97× | |
| 13 | Marche | ~100K | 0.96× | |
| 14 | Basilicata | ~50K | 0.96× | |
| 15 | Emilia-Romagna | ~400K | 0.95× | |
| 16 | Piedmont | ~400K | 0.95× | |
| 17 | Tuscany | ~400K | 0.95× | |
| 18 | Veneto | ~400K | 0.94× | |
| 19 | Liguria | ~100K | 0.91× | |
| 20 | Trentino-Alto Adige/Südtirol | ~100K | 0.90× |
The strongest cross-interests of the Mass media audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | Wikipedia | Internet & Social Media | 3.61× | ||
| 02 | Satire | Literature | 3.14× | ||
| 03 | Mediaset | Technology & Electronics | 2.93× | ||
| 04 | Master of Business Administration | Business & Career | 2.59× | ||
| 05 | Improvisation | Music & Radio | 2.55× | ||
| 06 | New Testament | Politics & Society | 2.49× | ||
| 07 | Breastfeeding | Kids & Family | 2.30× | ||
| 08 | Tinder | Internet & Social Media | 2.20× | ||
| 09 | Doctor of Medicine | Business & Career | 1.97× | ||
| 10 | Eni | Cars & Mobility | 1.96× | ||
| 11 | Dentistry | Business & Career | 1.95× | ||
| 12 | General practitioner | Health | 1.94× | ||
| 13 | Internet & Social Media | 1.90× | |||
| 14 | Champagne | Food & Beverages | 1.89× | ||
| 15 | Personal finance | Business & Career | 1.78× | ||
| 16 | Volunteering | Politics & Society | 1.75× | ||
| 17 | Singer-songwriter | Music & Radio | 1.56× | ||
| 18 | Sanremo Music Festival | Music & Radio | 1.55× | ||
| 19 | Video hosting service | Technology & Electronics | 1.54× | ||
| 20 | Adriatic Sea | Travel & Leisure | 1.53× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Community Orientation | OPEN | 1.21× | |
| Convenience Orientation | PREMIUM | 1.17× | |
| Career Orientation | POWER | 1.11× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Price Sensitivity | PREMIUM | 0.83× | |
| Healthy Lifestyle | BALANCE | 0.87× | |
| Luxury Orientation | PREMIUM | 0.87× |
Mass media has an estimated audience of 5,603,936 people in Italy, concentrated in Lombardy and Lazio.
51.4% of Mass media fans are female, 48.6% are male, with an average age of 43.0 years.
Mass media fans show strongest brand affinity for Wikipedia (3.61×), WhatsApp (1.9×), and Personal finance (1.78×) over the country average.
Mass media fans in Italy are most concentrated in Lombardy (reach ~1M), Lazio (reach ~900K), and Campania (reach ~800K). These three regions account for the largest share of the active audience.
Beyond Mass media itself, the audience over-indexes on WhatsApp (1.9×), Personal finance (1.78×), Mediaset (2.93×), and Satire (3.14×) 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 Mass media. 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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