A data profile of the people who buy, follow and care about Reading in Portugal — modelled from more than twelve digital signal sources. Reading has an estimated audience of 6,928,291 people in Portugal.
The average Reading fan in Portugal is 43.7 years old, more female, and lives primarily in Lisbon District.
The audience is concentrated in Lisbon District, Porto District, Setúbal District.
Top brand affinities include Sport Club Corinthians Paulista, SporTV, Casas Bahia, with strongest over-indexing on Sport Club Corinthians Paulista (1.56× the country average).
Demographically, the Reading audience skews more female with an average age of 43.7, and over-indexes on personality traits such as Mindfulness, Community Orientation.
Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 20 regions tracked by Rascasse.
The typical Reading fan in Portugal is more female, around 43.7 years old, with strong Mindfulness tendencies and a notable affinity for Sport Club Corinthians Paulista.
The key figures that characterise the Reading profile in Portugal.
55.7% are female, 44.3% are male, average age 43.7.
| Metric | Value |
|---|---|
| Female | 55.7% |
| Male | 44.3% |
| Average age | 43.7 |
| Estimated audience size | 6,928,291 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 12% | |
| 20-29 | 15% | |
| 30-39 | 17% | |
| 40-49 | 24% | |
| 50+ | 31% |
of the worldwide Reading audience comes from Portugal.
| Country | Share |
|---|---|
| United States | 22.3% |
| Japan | 8.3% |
| India | 5.8% |
Where the Reading audience in Portugal is strongest.
| # | Region | Reach | Affinity | × |
|---|---|---|---|---|
| 01 | Lisbon District | ~2.5M | 1.51× | |
| 02 | Faro District | ~500K | 1.36× | |
| 03 | Setúbal District | ~900K | 1.23× | |
| 04 | Porto District | ~1.5M | 1.17× | |
| 05 | Santarém District | ~400K | 1.17× | |
| 06 | Leiria District | ~400K | 1.14× | |
| 07 | Coimbra District | ~400K | 1.10× | |
| 08 | Braga District | ~700K | 1.09× | |
| 09 | Madeira | ~200K | 1.02× | |
| 10 | Aveiro District | ~500K | 1.00× | |
| 11 | Castelo Branco District | ~100K | 0.98× | |
| 12 | Viseu District | ~200K | 0.97× | |
| 13 | Beja District | ~100K | 0.97× | |
| 14 | Bragança District | ~80K | 0.97× | |
| 15 | Azores | ~200K | 0.96× | |
| 16 | Viana do Castelo District | ~200K | 0.96× | |
| 17 | Évora District | ~100K | 0.96× | |
| 18 | Guarda District | ~90K | 0.96× | |
| 19 | Portalegre District | ~70K | 0.96× | |
| 20 | Vila Real District | ~100K | 0.95× |
The strongest cross-interests of the Reading audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | Red Velvet (band) | Music & Radio | 2.13× | ||
| 02 | Maluma (singer) | Music & Radio | 2.00× | ||
| 03 | Target Corporation | Shopping | 1.99× | ||
| 04 | Casas Bahia | Shopping | 1.95× | ||
| 05 | Magazine Luiza | Shopping | 1.95× | ||
| 06 | colleen hoover | Literature | 1.77× | ||
| 07 | My Hero Academia | Literature | 1.68× | ||
| 08 | Luan Santana | Music & Radio | 1.65× | ||
| 09 | COS | Shopping | 1.63× | ||
| 10 | AutoScout24 | Cars & Mobility | 1.61× | ||
| 11 | Pop art | Arts & Culture | 1.58× | ||
| 12 | Naruto | Literature | 1.58× | ||
| 13 | Kendall Jenner | Fashion & Accessoires | 1.58× | ||
| 14 | Lana Del Rey | Music & Radio | 1.58× | ||
| 15 | Ariana Grande | Music & Radio | 1.57× | ||
| 16 | Sport Club Corinthians Paulista | Sports | 1.56× | ||
| 17 | SporTV | Sports | 1.54× | ||
| 18 | Bangkok | Travel & Leisure | 1.53× | ||
| 19 | Dragon Ball | Movies & TV | 1.52× | ||
| 20 | Sports medicine | Health | 1.52× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Mindfulness | BALANCE | 1.24× | |
| Community Orientation | OPEN | 1.20× | |
| Pet Ownership | JOY | 1.17× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Need for Security | CONSERVATISM | 0.53× | |
| Tradition | CONSERVATISM | 0.75× | |
| Family Orientation | CONSERVATISM | 0.77× |
Reading has an estimated audience of 6,928,291 people in Portugal, concentrated in Lisbon District and Porto District.
55.7% of Reading fans are female, 44.3% are male, with an average age of 43.7 years.
Reading fans show strongest brand affinity for Sport Club Corinthians Paulista (1.56×), SporTV (1.54×), and Casas Bahia (1.95×) over the country average.
Reading fans in Portugal are most concentrated in Lisbon District (reach ~2.5M), Porto District (reach ~1.5M), and Setúbal District (reach ~900K). These three regions account for the largest share of the active audience.
Beyond Reading itself, the audience over-indexes on SporTV (1.54×), Casas Bahia (1.95×), COS (1.63×), and AutoScout24 (1.61×) 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 Reading. 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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