A data profile of the people who buy, follow and care about RAI in Italy — modelled from more than twelve digital signal sources. RAI has an estimated audience of 11,963,473 people in Italy.
The average RAI fan in Italy is 47.2 years old, more female, and lives primarily in Lombardy.
The audience is concentrated in Lombardy, Lazio, Campania.
Top brand affinities include Wikipedia, WhatsApp, Mediaset, with strongest over-indexing on Wikipedia (4.58× the country average).
Demographically, the RAI audience skews more female with an average age of 47.2, and over-indexes on personality traits such as Community Orientation, Patriotism.
Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 20 regions tracked by Rascasse.
The typical RAI fan in Italy is more female, around 47.2 years old, with strong Community Orientation tendencies and a notable affinity for Wikipedia.
The key figures that characterise the RAI profile in Italy.
57.4% are female, 42.6% are male, average age 47.2.
| Metric | Value |
|---|---|
| Female | 57.4% |
| Male | 42.6% |
| Average age | 47.2 |
| Estimated audience size | 11,963,473 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 7% | |
| 20-29 | 11% | |
| 30-39 | 18% | |
| 40-49 | 24% | |
| 50+ | 41% |
Where the RAI audience in Italy is strongest.
| # | Region | Reach | Affinity | × |
|---|---|---|---|---|
| 01 | Lazio | ~2M | 1.39× | |
| 02 | Puglia | ~1M | 1.21× | |
| 03 | Sicilia | ~1M | 1.18× | |
| 04 | Campania | ~1.5M | 1.15× | |
| 05 | Lombardy | ~2.5M | 1.14× | |
| 06 | Liguria | ~400K | 1.11× | |
| 07 | Tuscany | ~800K | 1.04× | |
| 08 | Piedmont | ~900K | 1.03× | |
| 09 | Calabria | ~400K | 1.02× | |
| 10 | Sardinia | ~300K | 1.02× | |
| 11 | Emilia-Romagna | ~900K | 0.99× | |
| 12 | Veneto | ~900K | 0.95× | |
| 13 | Trentino-Alto Adige/Südtirol | ~200K | 0.95× | |
| 14 | Friuli-Venezia Giulia | ~200K | 0.93× | |
| 15 | Marche | ~300K | 0.92× | |
| 16 | Abruzzo | ~200K | 0.91× | |
| 17 | Umbria | ~200K | 0.90× | |
| 18 | Basilicata | ~90K | 0.81× | |
| 19 | Molise | ~40K | 0.77× | |
| 20 | Aosta Valley | ~20K | 0.56× |
The strongest cross-interests of the RAI audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | Wikipedia | Internet & Social Media | 4.58× | ||
| 02 | New Testament | Politics & Society | 3.87× | ||
| 03 | Satire | Literature | 3.83× | ||
| 04 | Improvisation | Music & Radio | 3.69× | ||
| 05 | Mediaset | Technology & Electronics | 3.54× | ||
| 06 | Sanremo Music Festival | Music & Radio | 2.95× | ||
| 07 | General practitioner | Health | 2.56× | ||
| 08 | Champagne | Food & Beverages | 2.20× | ||
| 09 | Volunteering | Politics & Society | 2.14× | ||
| 10 | Subscription business model | Shopping | 2.11× | ||
| 11 | Internet & Social Media | 2.08× | |||
| 12 | Musical theatre | Movies & TV | 1.95× | ||
| 13 | Genetics | Kids & Family | 1.90× | ||
| 14 | RaiPlay | Movies & TV | 1.86× | ||
| 15 | Personal finance | Business & Career | 1.74× | ||
| 16 | Singer-songwriter | Music & Radio | 1.74× | ||
| 17 | Milk | Food & Beverages | 1.72× | ||
| 18 | Newspapers | Literature | 1.65× | ||
| 19 | Coop | Food & Beverages | 1.58× | ||
| 20 | Borsa Italiana | Business & Career | 1.54× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Community Orientation | OPEN | 1.47× | |
| Patriotism | CONSERVATISM | 1.33× | |
| Convenience Orientation | PREMIUM | 1.28× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Price Sensitivity | PREMIUM | 0.70× | |
| Mindfulness | BALANCE | 0.78× | |
| Quality Awareness | PREMIUM | 0.86× |
RAI has an estimated audience of 11,963,473 people in Italy, concentrated in Lombardy and Lazio.
57.4% of RAI fans are female, 42.6% are male, with an average age of 47.2 years.
RAI fans show strongest brand affinity for Wikipedia (4.58×), WhatsApp (2.08×), and Mediaset (3.54×) over the country average.
RAI fans in Italy are most concentrated in Lombardy (reach ~2.5M), Lazio (reach ~2M), and Campania (reach ~1.5M). These three regions account for the largest share of the active audience.
Beyond RAI itself, the audience over-indexes on WhatsApp (2.08×), Mediaset (3.54×), Satire (3.83×), and Personal finance (1.74×) 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 RAI. 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.
From global mass-market brands to niche local segments — explore the full library and see which intelligence layers are included.