A data profile of the people who buy, follow and care about American football in Malaysia — modelled from more than twelve digital signal sources. American football has an estimated audience of 1,923,092 people in Malaysia.
The average American football fan in Malaysia is 37.0 years old, more male, and lives primarily in Selangor.
The audience is concentrated in Selangor, Kuala Lumpur, Johor.
Top brand affinities include BSN, TV, Shopping, with strongest over-indexing on BSN (2.27× the country average).
Demographically, the American football audience skews more male with an average age of 37.0, and over-indexes on personality traits such as Patriotism, Price Sensitivity.
Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 16 regions tracked by Rascasse.
The typical American football fan in Malaysia is more male, around 37.0 years old, with strong Patriotism tendencies and a notable affinity for BSN.
The key figures that characterise the American football profile in Malaysia.
36.3% are female, 63.7% are male, average age 37.0.
| Metric | Value |
|---|---|
| Female | 36.3% |
| Male | 63.7% |
| Average age | 37.0 |
| Estimated audience size | 1,923,092 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 18% | |
| 20-29 | 28% | |
| 30-39 | 23% | |
| 40-49 | 18% | |
| 50+ | 13% |
of the worldwide American football audience comes from Malaysia.
| Country | Share |
|---|---|
| United States | 34.4% |
| Japan | 4.5% |
| Italy | 4.4% |
Where the American football audience in Malaysia is strongest.
| # | Region | Reach | Affinity | × |
|---|---|---|---|---|
| 01 | Kuala Lumpur | ~500K | 1.50× | |
| 02 | Selangor | ~800K | 1.49× | |
| 03 | Penang | ~100K | 1.17× | |
| 04 | Sarawak | ~200K | 1.16× | |
| 05 | Johor | ~300K | 1.06× | |
| 06 | Perak | ~200K | 1.05× | |
| 07 | Sabah | ~200K | 0.99× | |
| 08 | Kedah | ~100K | 0.99× | |
| 09 | Negeri Sembilan | ~90K | 0.99× | |
| 10 | Labuan | ~20K | 0.98× | |
| 11 | Perlis | ~30K | 0.95× | |
| 12 | Pahang | ~90K | 0.94× | |
| 13 | Malacca | ~70K | 0.94× | |
| 14 | Putrajaya | ~10K | 0.94× | |
| 15 | Terengganu | ~70K | 0.92× | |
| 16 | Kelantan | ~80K | 0.91× |
The strongest cross-interests of the American football audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | Burmese language | Politics & Society | 3.47× | ||
| 02 | Cinema of Bangladesh | Movies & TV | 3.04× | ||
| 03 | India national cricket team | Sports | 2.61× | ||
| 04 | Bangladesh national cricket team | Sports | 2.46× | ||
| 05 | Magnum4D | Games | 2.29× | ||
| 06 | BSN | Health | 2.27× | ||
| 07 | Internet & Social Media | 1.96× | |||
| 08 | kumpulan wang simpanan pekerja | Business & Career | 1.89× | ||
| 09 | India | Travel & Leisure | 1.84× | ||
| 10 | Pakistan | Travel & Leisure | 1.83× | ||
| 11 | TV | Movies & TV | 1.82× | ||
| 12 | Hong Kong | Travel & Leisure | 1.68× | ||
| 13 | Japan | Travel & Leisure | 1.64× | ||
| 14 | Nature | Home & Garden | 1.60× | ||
| 15 | Tamil language | Politics & Society | 1.59× | ||
| 16 | China | Travel & Leisure | 1.57× | ||
| 17 | Outdoor recreation | Sports | 1.55× | ||
| 18 | States and federal territories of Malaysia | Travel & Leisure | 1.54× | ||
| 19 | Shopping | Shopping | 1.53× | ||
| 20 | Gmail | Internet & Social Media | 1.53× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Patriotism | CONSERVATISM | 1.82× | |
| Price Sensitivity | PREMIUM | 1.77× | |
| Individualism | JOY | 1.71× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Healthy Lifestyle | BALANCE | 0.87× | |
| Career Orientation | POWER | 1.13× | |
| Travelling | THRILL | 1.35× |
American football has an estimated audience of 1,923,092 people in Malaysia, concentrated in Selangor and Kuala Lumpur.
36.3% of American football fans are female, 63.7% are male, with an average age of 37.0 years.
American football fans show strongest brand affinity for BSN (2.27×), TV (1.82×), and Shopping (1.53×) over the country average.
American football fans in Malaysia are most concentrated in Selangor (reach ~800K), Kuala Lumpur (reach ~500K), and Johor (reach ~300K). These three regions account for the largest share of the active audience.
Beyond American football itself, the audience over-indexes on TV (1.82×), Shopping (1.53×), Magnum4D (2.29×), and Cinema of Bangladesh (3.04×) compared to the Malaysia average.
Related profiles, rankings and the same audience in other markets.
Audience size is the estimated number of people in Malaysia who actively search for American football. 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 Malaysia. 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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