A data profile of the people who buy, follow and care about Sunday in Malaysia — modelled from more than twelve digital signal sources. Sunday has an estimated audience of 2,803,939 people in Malaysia.
The average Sunday fan in Malaysia is 37.9 years old, balanced, and lives primarily in Selangor.
The audience is concentrated in Selangor, Kuala Lumpur, Johor.
Top brand affinities include Google Maps, Dim sum, Malaysiakini, with strongest over-indexing on Google Maps (2.34× the country average).
Demographically, the Sunday audience skews balanced with an average age of 37.9, and over-indexes on personality traits such as Quality Awareness, Healthy Lifestyle.
Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 16 regions tracked by Rascasse.
The typical Sunday fan in Malaysia is balanced, around 37.9 years old, with strong Quality Awareness tendencies and a notable affinity for Google Maps.
The key figures that characterise the Sunday profile in Malaysia.
53.7% are female, 46.3% are male, average age 37.9.
| Metric | Value |
|---|---|
| Female | 53.7% |
| Male | 46.3% |
| Average age | 37.9 |
| Estimated audience size | 2,803,939 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 15% | |
| 20-29 | 28% | |
| 30-39 | 24% | |
| 40-49 | 19% | |
| 50+ | 14% |
of the worldwide Sunday audience comes from Malaysia.
| Country | Share |
|---|---|
| United States | 29.7% |
| United Kingdom | 7.8% |
| Australia | 3.7% |
Where the Sunday audience in Malaysia is strongest.
| # | Region | Reach | Affinity | × |
|---|---|---|---|---|
| 01 | Selangor | ~1M | 1.57× | |
| 02 | Kuala Lumpur | ~700K | 1.47× | |
| 03 | Sarawak | ~300K | 1.34× | |
| 04 | Sabah | ~300K | 1.26× | |
| 05 | Penang | ~200K | 1.23× | |
| 06 | Johor | ~400K | 1.19× | |
| 07 | Perak | ~200K | 1.10× | |
| 08 | Kedah | ~200K | 1.10× | |
| 09 | Negeri Sembilan | ~100K | 1.01× | |
| 10 | Labuan | ~20K | 0.94× | |
| 11 | Perlis | ~40K | 0.93× | |
| 12 | Malacca | ~100K | 0.92× | |
| 13 | Putrajaya | ~10K | 0.89× | |
| 14 | Pahang | ~100K | 0.85× | |
| 15 | Terengganu | ~100K | 0.81× | |
| 16 | Kelantan | ~100K | 0.80× |
The strongest cross-interests of the Sunday audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | Louvre | Travel & Leisure | 6.40× | ||
| 02 | Dim sum | Food & Beverages | 5.70× | ||
| 03 | Omakase | Food & Beverages | 4.82× | ||
| 04 | Din Tai Fung | Food & Beverages | 4.55× | ||
| 05 | Pickling | Food & Beverages | 4.24× | ||
| 06 | Stephen Chow | Movies & TV | 3.23× | ||
| 07 | Kopi tiam | Food & Beverages | 3.08× | ||
| 08 | Seaweed | Food & Beverages | 2.83× | ||
| 09 | Pancake | Food & Beverages | 2.82× | ||
| 10 | Google Maps | Internet & Social Media | 2.34× | ||
| 11 | Controlled-access highway | Travel & Leisure | 2.29× | ||
| 12 | Microwave | Home & Garden | 2.27× | ||
| 13 | Floristry | Home & Garden | 2.09× | ||
| 14 | HVAC | Home & Garden | 2.08× | ||
| 15 | Blood vessel | Health | 1.71× | ||
| 16 | Singer-songwriter | Music & Radio | 1.68× | ||
| 17 | New Straits Times | News | 1.59× | ||
| 18 | Waze | Internet & Social Media | 1.58× | ||
| 19 | Malaysiakini | News | 1.56× | ||
| 20 | Real property | Home & Garden | 1.54× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Quality Awareness | PREMIUM | 1.17× | |
| Healthy Lifestyle | BALANCE | 1.12× | |
| Urban Lifestyle | OPEN | 1.08× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Pet Ownership | JOY | 0.85× | |
| Social Media Usage | JOY | 0.87× | |
| Mindfulness | BALANCE | 0.90× |
Sunday has an estimated audience of 2,803,939 people in Malaysia, concentrated in Selangor and Kuala Lumpur.
53.7% of Sunday fans are female, 46.3% are male, with an average age of 37.9 years.
Sunday fans show strongest brand affinity for Google Maps (2.34×), Dim sum (5.7×), and Malaysiakini (1.56×) over the country average.
Sunday fans in Malaysia are most concentrated in Selangor (reach ~1M), Kuala Lumpur (reach ~700K), and Johor (reach ~400K). These three regions account for the largest share of the active audience.
Beyond Sunday itself, the audience over-indexes on Dim sum (5.7×), Malaysiakini (1.56×), Kopi tiam (3.08×), and Pickling (4.24×) 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 Sunday. 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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