A data profile of the people who buy, follow and care about BMW in Portugal — modelled from more than twelve digital signal sources. BMW has an estimated audience of 1,899,576 people in Portugal.
The average BMW fan in Portugal is 43.6 years old, more male, and lives primarily in Lisbon District.
The audience is concentrated in Lisbon District, Porto District, Setúbal District.
Top brand affinities include Audi, Mercedes-Benz, Tractor, with strongest over-indexing on Audi (1.57× the country average).
Demographically, the BMW audience skews more male with an average age of 43.6, and over-indexes on personality traits such as Need for Security, Family Orientation.
Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 20 regions tracked by Rascasse.
The typical BMW fan in Portugal is more male, around 43.6 years old, with strong Need for Security tendencies and a notable affinity for Audi.
The key figures that characterise the BMW profile in Portugal.
36.5% are female, 63.5% are male, average age 43.6.
| Metric | Value |
|---|---|
| Female | 36.5% |
| Male | 63.5% |
| Average age | 43.6 |
| Estimated audience size | 1,899,576 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 12% | |
| 20-29 | 15% | |
| 30-39 | 17% | |
| 40-49 | 24% | |
| 50+ | 31% |
of the worldwide BMW audience comes from Portugal.
| Country | Share |
|---|---|
| United States | 13.0% |
| Japan | 8.4% |
| Germany | 6.3% |
Where the BMW audience in Portugal is strongest.
| # | Region | Reach | Affinity | × |
|---|---|---|---|---|
| 01 | Porto District | ~600K | 1.53× | |
| 02 | Santarém District | ~100K | 1.53× | |
| 03 | Braga District | ~300K | 1.37× | |
| 04 | Setúbal District | ~300K | 1.27× | |
| 05 | Lisbon District | ~700K | 1.26× | |
| 06 | Aveiro District | ~200K | 1.25× | |
| 07 | Leiria District | ~100K | 1.14× | |
| 08 | Viseu District | ~70K | 1.10× | |
| 09 | Coimbra District | ~100K | 1.06× | |
| 10 | Faro District | ~100K | 1.01× | |
| 11 | Viana do Castelo District | ~50K | 0.96× | |
| 12 | Guarda District | ~20K | 0.90× | |
| 13 | Vila Real District | ~30K | 0.89× | |
| 14 | Castelo Branco District | ~30K | 0.88× | |
| 15 | Bragança District | ~20K | 0.80× | |
| 16 | Madeira | ~40K | 0.78× | |
| 17 | Évora District | ~30K | 0.75× | |
| 18 | Azores | ~40K | 0.74× | |
| 19 | Portalegre District | ~20K | 0.74× | |
| 20 | Beja District | ~20K | 0.73× |
The strongest cross-interests of the BMW audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | Xenon | Cars & Mobility | 1.71× | ||
| 02 | Airbag | Cars & Mobility | 1.70× | ||
| 03 | Renault Mégane | Cars & Mobility | 1.62× | ||
| 04 | Excavator | Cars & Mobility | 1.60× | ||
| 05 | Peugeot 3008 | Cars & Mobility | 1.59× | ||
| 06 | Volkswagen Passat | Cars & Mobility | 1.59× | ||
| 07 | Peugeot 308 | Cars & Mobility | 1.58× | ||
| 08 | Audi | Cars & Mobility | 1.57× | ||
| 09 | Tractor | Cars & Mobility | 1.57× | ||
| 10 | Nissan Qashqai | Cars & Mobility | 1.57× | ||
| 11 | Citroën C4 | Cars & Mobility | 1.57× | ||
| 12 | Steering wheel | Cars & Mobility | 1.55× | ||
| 13 | Ford Focus | Cars & Mobility | 1.54× | ||
| 14 | Citroën C3 | Cars & Mobility | 1.54× | ||
| 15 | SEAT Ibiza | Cars & Mobility | 1.53× | ||
| 16 | Mercedes-Benz | Cars & Mobility | 1.52× | ||
| 17 | BMW X1 | Cars & Mobility | 1.52× | ||
| 18 | Renault Clio | Cars & Mobility | 1.51× | ||
| 19 | Renault Captur | Cars & Mobility | 1.51× | ||
| 20 | Opel Corsa | Cars & Mobility | 1.51× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Need for Security | CONSERVATISM | 1.14× | |
| Family Orientation | CONSERVATISM | 0.90× | |
| Patriotism | CONSERVATISM | 0.86× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Community Orientation | OPEN | 0.60× | |
| Individualism | JOY | 0.64× | |
| Indulgence | JOY | 0.68× |
BMW's target market in Portugal covers an estimated 1,899,576 people, concentrated in Lisbon District and Porto District.
36.5% of the BMW audience are female, 63.5% are male, with an average age of 43.6 years.
BMW fans show strongest brand affinity for Audi (1.57×), Mercedes-Benz (1.52×), and Tractor (1.57×) over the country average.
BMW fans in Portugal are most concentrated in Lisbon District (reach ~700K), Porto District (reach ~600K), and Setúbal District (reach ~300K). These three regions account for the largest share of the active audience.
Beyond BMW itself, the audience over-indexes on Mercedes-Benz (1.52×), Tractor (1.57×), Renault Clio (1.51×), and Peugeot 3008 (1.59×) compared to the Portugal average.
Related profiles, rankings and the same audience in other markets.
Audience size is the estimated number of people in Portugal who actively search for BMW. 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 Portugal. 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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