Rascasse Audience Intelligence

ABBA Audience in Mexico

A data profile of the people who buy, follow and care about ABBA in Mexico — modelled from more than twelve digital signal sources. ABBA has an estimated audience of 321,435 people in Mexico.

#75among Band in Mexico#1240among Person in Mexico#942in Music & Radio

The average ABBA fan in Mexico is 37.1 years old, more female, and lives primarily in State of Mexico.

The audience is concentrated in State of Mexico, Distrito Federal, Jalisco.

Top brand affinities include Odyssey, Agnetha Fältskog, RocketMan, with strongest over-indexing on Odyssey (76.97× the country average).

Demographically, the ABBA audience skews more female with an average age of 37.1, and over-indexes on personality traits such as Need for Security, Luxury Orientation.

Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 27 regions tracked by Rascasse.

The typical ABBA fan in Mexico is more female, around 37.1 years old, with strong Need for Security tendencies and a notable affinity for Odyssey.

Category: Music & Radio · Type: Person · Subtype: Band

The data on this page comes from the Rascasse audience panel and is refreshed monthly from search, social and browsing signals. As of 2026-09-29.

Section 01

At a glance

The key figures that characterise the ABBA profile in Mexico.

Audience size
321K
in Mexico
Gender
60.9%♀
39.1% male
Age
37.1
average years
Country rank
#8192
Person in Mexico
Fig. 01

Search interest · 12-month trend

+0%
vs. last year
JanMarMayJulSepNov
Monthly searches · Source: Rascasse Audience Intelligence
Section 02

Demographics of ABBA fans

60.9% are female, 39.1% are male, average age 37.1.

Fig. 02

Gender split

60.9%
Female
39.1%
Male
Demographic split for ABBA audience in Mexico
MetricValue
Female60.9%
Male39.1%
Average age37.1
Estimated audience size321,435
Fig. 03

Age distribution

Ø 37.1
average years
Age distribution of the ABBA audience in Mexico
Age bracketShare%
16-1926%
20-2919%
30-3918%
40-4921%
50+16%
Fig. 04

Worldwide distribution

1.7%

of the worldwide ABBA audience comes from Mexico.

Worldwide audience distribution share by country for ABBA
CountryShare
United States12.8%
Germany11.8%
United Kingdom9.1%
Section 03
Affinity (×) = how much more likely a member of this audience is to live in a region than the Mexico average. Example: 2.0× means twice as concentrated as the national baseline.

Geography

Where the ABBA audience in Mexico is strongest.

Fig. 05

Top regions by affinity

ABBA fans by region: top regions in Mexico
#RegionReachAffinity×
01Tamaulipas~20K1.41×
02State of Mexico~60K1.39×
03Baja California Sur~3K1.34×
04Nuevo Leon~20K1.20×
05Jalisco~30K1.19×
06Yucatan~8K1.19×
07Chihuahua~10K1.13×
08Nayarit~3K1.08×
09Distrito Federal~50K1.07×
10Coahuila de Zaragoza~10K1.07×
11Aguascalientes~4K1.07×
12Puebla~20K1.06×
13Guanajuato~20K1.06×
14Baja California~10K1.06×
15Veracruz (state)~20K0.99×
16Morelos~5K0.93×
17Durango~4K0.93×
18Michoacan de Ocampo~10K0.91×
19Sinaloa~7K0.85×
20Chiapas~8K0.84×
21Colima~2K0.84×
22Zacatecas~3K0.83×
23Hidalgo~6K0.82×
24Tlaxcala~3K0.82×
25Campeche~2K0.82×
26Guerrero~6K0.77×
27Oaxaca~6K0.71×
Section 04
Brands and entities this audience over-indexes on, vs. the country average.

Audience interests & affinities

The strongest cross-interests of the ABBA audience — brands, topics and people combined.

Fig. 07

Top cross-interests, ranked by affinity

Top brand affinities (over-index vs. country average) for ABBA audience
#·InterestCategoryAffinity×
01Reggie BushSports135.08×
02Björn UlvaeusMusic & Radio129.80×
03Agnetha FältskogMusic & Radio106.37×
04DogparkMusic & Radio106.37×
05PresenceMusic & Radio106.37×
06Ashbury HeightsMusic & Radio106.37×
07RocketManMovies & TV91.26×
08Hedwig and the Angry Inch (musical)Music & Radio87.64×
09OdysseyMusic & Radio76.97×
10Gloria GaynorMusic & Radio76.97×
11Yvonne EllimanMusic & Radio76.97×
12Bonnie TylerMusic & Radio73.49×
13Bette MidlerMusic & Radio58.89×
14Donna SummerMusic & Radio49.94×
15Bee GeesMusic & Radio39.92×
16In TimeMovies & TV35.46×
17Barbra StreisandMusic & Radio24.75×
18Elton JohnMusic & Radio17.28×
19Whitney HoustonMusic & Radio15.69×
20David BowieMusic & Radio13.36×
Section 05
Top six personality traits over-indexed by this audience (1.0 = country average).

Personality of the ABBA audience

Values above 1.00× are above the country average, values below 1.00× below it.

Fig. 08

Deviation from the national baseline

↑ What stands out
The strongest tendencies
Top personality traits over-indexed by ABBA audience · What stands out
TraitClusterDeviationScore
Need for SecurityCONSERVATISM1.80×
Luxury OrientationPREMIUM1.40×
Design AffinityPREMIUM1.30×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Top personality traits over-indexed by ABBA audience · Rather not
TraitClusterDeviationScore
PatriotismCONSERVATISM0.70×
DIY MentalityTHRILL0.74×
Career OrientationPOWER0.79×
0×1.00× baseline2×
Section 06

Frequently asked questions

01

How many fans does ABBA have in Mexico?

ABBA has an estimated audience of 321,435 people in Mexico, concentrated in State of Mexico and Distrito Federal.

02

What is the gender split and age of ABBA fans?

60.9% of ABBA fans are female, 39.1% are male, with an average age of 37.1 years.

03

Which brands do ABBA fans like most?

ABBA fans show strongest brand affinity for Odyssey (76.97×), Agnetha Fältskog (106.37×), and RocketMan (91.26×) over the country average.

04

Where do ABBA fans live in Mexico?

ABBA fans in Mexico are most concentrated in State of Mexico (reach ~60K), Distrito Federal (reach ~50K), and Jalisco (reach ~30K). These three regions account for the largest share of the active audience.

05

What other brands do ABBA fans also like?

Beyond ABBA itself, the audience over-indexes on Agnetha Fältskog (106.37×), RocketMan (91.26×), In Time (35.46×), and Björn Ulvaeus (129.8×) compared to the Mexico average.

Appendix

Explore more audiences

Related profiles, rankings and the same audience in other markets.

More Band audiences in Mexico

See ABBA audiences in other countries

How to read this data

Audience size is the estimated number of people in Mexico who actively search for ABBA. 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.

About this audience profile

This audience profile is generated by Rascasse from anonymized search-behavior signals across Mexico. For methodology see methodology. Affinity values are over-index ratios vs. the country average (1.0 = baseline). Audience sizes are estimated, not measured.

Source: Rascasse Audience Intelligence — modeled from anonymized, multi-source behavioral signals (search, social, events), updated monthly. Data status: 09/2026.

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