A data profile of the people who buy, follow and care about Madrid in Mexico — modelled from more than twelve digital signal sources. Madrid has an estimated audience of 4,863,732 people in Mexico.
The average Madrid fan in Mexico is 32.7 years old, balanced, and lives primarily in State of Mexico.
The audience is concentrated in State of Mexico, Distrito Federal, Jalisco.
Top brand affinities include Europe, Iberia (airline), Tractor unit, with strongest over-indexing on Europe (1.5× the country average).
Demographically, the Madrid audience skews balanced with an average age of 32.7, and over-indexes on personality traits such as Community Orientation, Tradition.
Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 27 regions tracked by Rascasse.
The typical Madrid fan in Mexico is balanced, around 32.7 years old, with strong Community Orientation tendencies and a notable affinity for Europe.
The key figures that characterise the Madrid profile in Mexico.
48.9% are female, 51.1% are male, average age 32.7.
| Metric | Value |
|---|---|
| Female | 48.9% |
| Male | 51.1% |
| Average age | 32.7 |
| Estimated audience size | 4,863,732 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 37% | |
| 20-29 | 22% | |
| 30-39 | 17% | |
| 40-49 | 15% | |
| 50+ | 9% |
of the worldwide Madrid audience comes from Mexico.
| Country | Share |
|---|---|
| Spain | 33.0% |
| United States | 8.5% |
| Mexico | 8.4% |
Where the Madrid audience in Mexico is strongest.
| # | Region | Reach | Affinity | × |
|---|---|---|---|---|
| 01 | Jalisco | ~600K | 1.56× | |
| 02 | State of Mexico | ~1M | 1.45× | |
| 03 | Nuevo Leon | ~400K | 1.42× | |
| 04 | Tamaulipas | ~200K | 1.30× | |
| 05 | Yucatan | ~100K | 1.23× | |
| 06 | Baja California | ~200K | 1.13× | |
| 07 | Guanajuato | ~300K | 1.11× | |
| 08 | Michoacan de Ocampo | ~200K | 1.11× | |
| 09 | Puebla | ~300K | 1.07× | |
| 10 | Aguascalientes | ~60K | 1.04× | |
| 11 | Chihuahua | ~200K | 1.03× | |
| 12 | Distrito Federal | ~600K | 1.00× | |
| 13 | Veracruz (state) | ~300K | 0.97× | |
| 14 | Coahuila de Zaragoza | ~100K | 0.97× | |
| 15 | Baja California Sur | ~40K | 0.96× | |
| 16 | Nayarit | ~40K | 0.92× | |
| 17 | Sinaloa | ~100K | 0.91× | |
| 18 | Morelos | ~70K | 0.88× | |
| 19 | Hidalgo | ~100K | 0.87× | |
| 20 | Colima | ~30K | 0.87× | |
| 21 | Chiapas | ~100K | 0.85× | |
| 22 | Durango | ~50K | 0.80× | |
| 23 | Campeche | ~30K | 0.80× | |
| 24 | Zacatecas | ~50K | 0.79× | |
| 25 | Guerrero | ~100K | 0.78× | |
| 26 | Tlaxcala | ~40K | 0.71× | |
| 27 | Oaxaca | ~90K | 0.66× |
The strongest cross-interests of the Madrid audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | Matthew Broderick | Movies & TV | 2.07× | ||
| 02 | Complutense University of Madrid | Business & Career | 1.77× | ||
| 03 | Dallas (1978 TV series) | Movies & TV | 1.70× | ||
| 04 | ABC | Movies & TV | 1.62× | ||
| 05 | Bubble Guppies | Movies & TV | 1.62× | ||
| 06 | Sarah Jessica Parker | Movies & TV | 1.61× | ||
| 07 | Channel 5 (UK) | Movies & TV | 1.61× | ||
| 08 | Children's song | Music & Radio | 1.60× | ||
| 09 | Foundation garment | Fashion & Accessoires | 1.57× | ||
| 10 | Tractor unit | Cars & Mobility | 1.56× | ||
| 11 | Seville | Travel & Leisure | 1.56× | ||
| 12 | ¡HOLA! México | Fashion & Accessoires | 1.55× | ||
| 13 | Solaris (operating system) | Technology & Electronics | 1.55× | ||
| 14 | Mr. Bean (animated TV series) | Movies & TV | 1.53× | ||
| 15 | Dora the Explorer | Movies & TV | 1.53× | ||
| 16 | Mozilla | Internet & Social Media | 1.53× | ||
| 17 | Agricultural science | Business & Career | 1.52× | ||
| 18 | Iberia (airline) | Travel & Leisure | 1.51× | ||
| 19 | Europe | Travel & Leisure | 1.50× | ||
| 20 | Kevin Costner | Movies & TV | 1.50× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Community Orientation | OPEN | 1.15× | |
| Tradition | CONSERVATISM | 1.13× | |
| Need for Security | CONSERVATISM | 1.08× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Individualism | JOY | 0.77× | |
| Luxury Orientation | PREMIUM | 0.81× | |
| Pet Ownership | JOY | 0.82× |
Madrid has an estimated audience of 4,863,732 people in Mexico, concentrated in State of Mexico and Distrito Federal.
48.9% of Madrid fans are female, 51.1% are male, with an average age of 32.7 years.
Madrid fans show strongest brand affinity for Europe (1.5×), Iberia (airline) (1.51×), and Tractor unit (1.56×) over the country average.
Madrid fans in Mexico are most concentrated in State of Mexico (reach ~1M), Distrito Federal (reach ~600K), and Jalisco (reach ~600K). These three regions account for the largest share of the active audience.
Beyond Madrid itself, the audience over-indexes on Iberia (airline) (1.51×), Tractor unit (1.56×), Kevin Costner (1.5×), and ABC (1.62×) compared to the Mexico average.
Related profiles, rankings and the same audience in other markets.
Audience size is the estimated number of people in Mexico who actively search for Madrid. 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 Mexico. 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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