A data profile of the people who buy, follow and care about Mediaset in Italy — modelled from more than twelve digital signal sources. Mediaset has an estimated audience of 8,102,967 people in Italy.
The average Mediaset fan in Italy is 44.4 years old, more female, and lives primarily in Lombardy.
The audience is concentrated in Lombardy, Lazio, Campania.
Top brand affinities include Il Messaggero, Current events, Leggo, with strongest over-indexing on Il Messaggero (3.26× the country average).
Demographically, the Mediaset audience skews more female with an average age of 44.4, and over-indexes on personality traits such as Spirituality, Social Media Usage.
Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 20 regions tracked by Rascasse.
The typical Mediaset fan in Italy is more female, around 44.4 years old, with strong Spirituality tendencies and a notable affinity for Il Messaggero.
The key figures that characterise the Mediaset profile in Italy.
56.2% are female, 43.8% are male, average age 44.4.
| Metric | Value |
|---|---|
| Female | 56.2% |
| Male | 43.8% |
| Average age | 44.4 |
| Estimated audience size | 8,102,967 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 10% | |
| 20-29 | 14% | |
| 30-39 | 20% | |
| 40-49 | 23% | |
| 50+ | 32% |
of the worldwide Mediaset audience comes from Italy.
| Country | Share |
|---|---|
| Italy | 65.1% |
| Spain | 28.6% |
| United States | 1.2% |
Where the Mediaset audience in Italy is strongest.
| # | Region | Reach | Affinity | × |
|---|---|---|---|---|
| 01 | Sicilia | ~1M | 1.63× | |
| 02 | Calabria | ~400K | 1.42× | |
| 03 | Puglia | ~800K | 1.35× | |
| 04 | Campania | ~1M | 1.34× | |
| 05 | Lazio | ~1M | 1.24× | |
| 06 | Lombardy | ~1.5M | 1.09× | |
| 07 | Piedmont | ~600K | 1.00× | |
| 08 | Tuscany | ~500K | 0.99× | |
| 09 | Sardinia | ~200K | 0.98× | |
| 10 | Liguria | ~200K | 0.97× | |
| 11 | Abruzzo | ~200K | 0.97× | |
| 12 | Emilia-Romagna | ~600K | 0.96× | |
| 13 | Marche | ~200K | 0.92× | |
| 14 | Basilicata | ~70K | 0.90× | |
| 15 | Veneto | ~600K | 0.86× | |
| 16 | Molise | ~30K | 0.82× | |
| 17 | Umbria | ~100K | 0.80× | |
| 18 | Friuli-Venezia Giulia | ~100K | 0.78× | |
| 19 | Trentino-Alto Adige/Südtirol | ~90K | 0.61× | |
| 20 | Aosta Valley | ~10K | 0.52× |
The strongest cross-interests of the Mediaset audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | Canale 5 | Movies & TV | 4.72× | ||
| 02 | FTSE MIB | Business & Career | 4.71× | ||
| 03 | RAI | Movies & TV | 3.54× | ||
| 04 | Leggo | News | 3.42× | ||
| 05 | Il Messaggero | News | 3.26× | ||
| 06 | High-definition television | Technology & Electronics | 3.13× | ||
| 07 | Poste italiane | Business & Career | 3.02× | ||
| 08 | Broadcasting | Movies & TV | 2.88× | ||
| 09 | La Stampa | News | 2.83× | ||
| 10 | Current events | Arts & Culture | 2.82× | ||
| 11 | Message in a Bottle (film) | Movies & TV | 2.54× | ||
| 12 | Politics | Politics & Society | 2.52× | ||
| 13 | Video | Movies & TV | 2.49× | ||
| 14 | Leisure | Travel & Leisure | 2.47× | ||
| 15 | Child | Kids & Family | 2.40× | ||
| 16 | Mediterranean Sea | Travel & Leisure | 2.39× | ||
| 17 | Philosophy | Business & Career | 2.38× | ||
| 18 | Naples | Travel & Leisure | 2.35× | ||
| 19 | Milan | Travel & Leisure | 2.18× | ||
| 20 | Social network | Internet & Social Media | 2.15× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Spirituality | BALANCE | 2.26× | |
| Social Media Usage | JOY | 1.45× | |
| Need for Security | CONSERVATISM | 1.43× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Early Adopter Mentality | POWER | 0.57× | |
| Mindfulness | BALANCE | 0.62× | |
| Quality Awareness | PREMIUM | 0.68× |
Mediaset's target market in Italy covers an estimated 8,102,967 people, concentrated in Lombardy and Lazio.
56.2% of the Mediaset audience are female, 43.8% are male, with an average age of 44.4 years.
Mediaset fans show strongest brand affinity for Il Messaggero (3.26×), Current events (2.82×), and Leggo (3.42×) over the country average.
Mediaset fans in Italy are most concentrated in Lombardy (reach ~1.5M), Lazio (reach ~1M), and Campania (reach ~1M). These three regions account for the largest share of the active audience.
Beyond Mediaset itself, the audience over-indexes on Current events (2.82×), Leggo (3.42×), Video (2.49×), and Message in a Bottle (film) (2.54×) 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 Mediaset. 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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