Forum Research probes Canada's Hockey Fandom

8/11/2019 Forum Research probes Canada's Hockey Fandom

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MEDIA INQUIRIES:

Lorne Bozinoff, President

[email protected]

416.960.9603

TORONTO

October 6th, 2014

FORIMMEDIATERELEASE

OnehalfofCanadiansareNHLfans

MontrealCanadiensmostpopularteam

TORONTOOCTOBER6th,2014 Inarandomsamplingofpublicopiniontakenbythe

ForumPollamong1504Canadians18yearsofageandolder,justmorethanone

half(53%)areNHLhockeyfans,whichmayrepresentasmanyas14millionfans

acrossthecountry.Beingafanismostcommontotheyoungest(60%),males(60%),

thewealthiest($100Kto$250K 58%),inAlberta(62%)andamongConservative

voters(59%)

and

among

those

with

children

(58%).

Although

those

who

claim

Canadianethnicbackgroundareslightlymorelikelythanotherstobefans(56%),

SouthAsiansandthosefromtheBritishIslesarealsofans(53%and54%,

respectively caution:verysmallbasesizes).

Mostareregularfans,morethanatenthareextremefans

Hockeyfansaremostlikelytodescribethemselvesas"regularfanswhowatchsome

gamesandknowalltherules"(40%)andthismayrepresentcloseto6million

viewers.Justmorethanaquarterare"parttimefanswhowatchafewgamesand

theplayoffs"(27%,orabout4millionfans).Onefifthdescribethemselvesas

"enthusiasticfans

who

watch

many

games

and

know

all

the

players"

(19%,

or

about

3millionfans).Justmorethanonetenthoccupythemostrarefiedslot:"extreme

fanswhowatcheverygamepossibleandknowallthestats"(13%,orabout2million

hockeyfansacrossCanada).Beinganextremefaniscommonesttotheyoungest

group(18%),theleastwealthy(17%),inOntario(17%),thosewithsomecollegeor

university(20%)andRogerscableandinternetcustomers(21%each).

MostarefansofEasternConference,AtlanticDivision

MorethanathirdofthehockeyfansinCanadasupportteamsintheEastern

Conference,AtlanticDivision(36%),followedbyfansoftheWesternConference,

PacificDivision

(25%).

The

Western

Conference

and

Eastern

Conference,

Central

DivisionandMetropolitandivisionshaveaboutonesixthofthefans(16%each).

HIGHLIGHTS:

Justmorethanonehalf

(53%)areNHLhockeyfans,

whichmayrepresentas

manyas

14

million

fans

acrossthecountry.

Hockeyfansaremostlikely

todescribethemselvesas

"regularfanswhowatch

somegamesandknowallthe

rules"(40%)andthismay

representcloseto6million

viewers.

Morethan

athird

of

the

hockeyfansinCanada

supportteamsintheEastern

Conference,AtlanticDivision

(36%),followedbyfansof

theWesternConference,

PacificDivision(25%).


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October 6th, 2014

Onefifthwithinternetaccesshavesubscribed,willsubscribeorcurrently

subscribetoGameCentreLive

OnefifthofadultCanadians(19%)withinternetaccesssubscribetoGameCentre

Livenow(11%),didsointhepast(5%)orwillinthefuture(3%).Beingacurrent

subscriberishighestinAlberta(15%),amongNewDemocrats(18%),theyoungest

(19%),lowerincomegroups($20Kto$40K 21%),SouthAsians(29% caution:very

smallsamplesize)andextremefans(22%).

"Evenamong

those

who

claim

not

to

be

fans,

hockey

is

seen

to

be

an

important

culturalsignifierinthiscountry,andwhentwothirdsoftheadultpopulation

watchesasinglegame,youknowthat'strue.Idon'tknowifthiscouldbesaidfor

baseball,basketballorNFLfootballintheUS,orcricketorPremierLeaguefootballin

theUK,"saidForumResearchPresident,Dr.LorneBozinoff.

LorneBozinoff,Ph.D.isthepresidentandfounderofForumResearch.Hecanbe

[email protected](416)9609603.

HIGHLIGHTS:

OnefifthofadultCanadians

(19%)withinternetaccess

subscribetoGameCentre

Livenow

(11%),

did

so

in

the

past(5%)orwillinthefuture

(3%).

"Evenamongthosewho

claimnottobefans,hockey

isseentobeanimportant

culturalsignifierinthis

country,andwhentwothirds

oftheadultpopulation

watchesasinglegame,you

knowthat's

true.

Idon't

knowifthiscouldbesaidfor

baseball,basketballorNFL

footballintheUS,orcricket

orPremierLeaguefootballin

theUK,"saidForumResearch

President,Dr.LorneBozinoff.


4/12


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October 6th, 2014

Methodology

TheForumPollwasconductedbyForumResearchwiththeresultsbasedonan

interactivevoiceresponsetelephonesurveyof1504randomlyselected

Canadians18yearsofageorolder.ThepollwasconductedonOctober35th,

2014.

Resultsbasedonthetotalsampleareconsideredaccurate+/ 2.5%,19timesout

of20.Subsampleresultswillbelessaccurate.Marginsoferrorforsubsample

(suchasage,gender)resultsareavailableat

www.forumresearch.com/samplestim.asp

Whereappropriate,thedatahasbeenstatisticallyweightedbyage,region,and

othervariablestoensurethatthesamplereflectstheactualpopulationaccording

tothelatestCensusdata.

Thisresearchisnotnecessarilypredictiveoffutureoutcomes,butrather,

capturesopinionatonepointintime.ForumResearchconductedthispollasa

publicserviceandtodemonstrateoursurveyresearchcapabilities.Forumhouses

itspollresultsintheDataLibraryoftheDepartmentofPoliticalScienceatthe

UniversityofToronto.

WithofficesacrossCanadaandaroundtheworld,100%CanadianownedForum

Researchisoneofthecountrysleadingsurveyresearchfirms.ThisForum

Pollandother

polls

may

be

found

at

Forum's

poll

archive

atwww.forumresearch.com/polls.asp


5/12


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October 6th, 2014

NHLHockeyFan

AreyouanNHLhockeyfan?

[AllRespondents]

Age/Gender

% Total 1834 3544 4554 5564 65+ Male Female

Sample 1504 130 162 251 367 594 703 801

Yes

53

60

49

57

48

47

60

47

No 47 40 51 43 52 53 40 53

Region/Language

% Total Atl Que ON Man/Sask AB BC English French

Sample 1504 79 397 530 110 162 226 1143 361

Yes 53 56 55 50 44 62 53 53 54

No 47 44 45 50 56 38 47 47 46

FederalVotePreference

% Total Conservative Liberal NDP Green Bloc OtherParties

Sample 1504 503 500 258 83 53 41

Yes

53

59

53

50

40

61

45

No 47 41 47 50 60 39 55


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October 6th, 2014

Supported

Team:

Western/Eastern

Conference

IstheteamyousupportthemostintheWesternConferenceortheEastern

Conference?

[NHLFan]

Age/Gender

% Total18

34

35

44

45

54

55

6465+ Male Female

Sample 605 67 57 111 149 221 325 280

Western

Conference,

Pacific

Division 25 31 22 26 21 21 28 23

WesternConference,Central

Division16 15 16 14 19 19 16 16

EasternConference,Atlantic

Division36 40 43 31 35 31 38 34

EasternConference,

MetropolitanDivision16 11 11 21 19 22 14 19

Don'tknow 6 4 7 7 7 7 5 8

Don'tsupportanyteamthe

most0 0 0 0 0 0 0 0

Region/Language

%

TotalAtl

Que

ON

Man/Sask

AB

BC

English

French

Sample 605 9 174 169 47 98 108 453 152

WesternConference,

PacificDivision25 29 5 10 32 57 54 32 4

WesternConference,

CentralDivision16 4 8 15 41 15 24 19 7

EasternConference,

AtlanticDivision36 25 61 46 11 10 15 28 62

EasternConference,

MetropolitanDivision16 41 17 22 9 15 5 16 17

Don'tknow 6 0 10 7 7 4 3 5 10

Don'tsupportanyteam

themost0 0 0 0 0 0 0 0 0


8/12


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TORONTO

October 6th, 2014

Supported

Team

Summary

Whichoneofthefollowingteamsdoyousupportthemost?

[NHLFans]

Region/Language


Sample 605 9 174 169 47 98 108 453 152

MontrealCanadiens 23 2 64 10 3 5 9 11 64

VancouverCanucks 12 29 1 3 6 5 53 16 0

TorontoMaple

Leafs

12

13

0

33

7

3

3

15

0

CalgaryFlames 7 0 2 3 12 28 0 8 2

PittsburghPenguins 6 41 7 8 0 3 0 6 7

WinnipegJets 5 0 1 3 50 2 1 6 1

EdmontonOilers 5 0 0 2 6 23 1 6 0

PhiladelphiaFlyers 4 0 2 4 2 11 2 4 1

OttawaSenators 3 7 0 6 1 1 5 4 0

ChicagoBlackhawks 3 4 1 4 0 2 5 3 1

BostonBruins 2 3 4 2 0 3 2 2 5

NewYorkRangers 2 0 2 4 5 0 1 2 2

LosAngelesKings 2 0 4 1 5 1 0 1 4

NewJerseyDevils 1 0 2 2 0 2 0 1 2

NewYork

Islanders

1

0

1

2

0

2

1

1

1DetroitRedWings 1 0 0 3 0 0 1 2 0

SanJoseSharks 1 0 0 3 0 0 0 1 0

BuffaloSabres 1 0 0 3 0 0 0 1 0

DallasStars 1 0 1 0 0 0 5 1 1

WashingtonCapitals 1 0 2 1 0 0 0 0 3

AnaheimDucks 1 0 2 0 0 0 1 0 2

CarolinaHurricanes 1 0 1 1 0 0 2 1 1

StLouisBlues 1 0 1 0 0 0 2 1 0

ArizonaCoyotes 1 0 0 0 0 4 1 1 0

ColumbusBlueJackets 1 0 0 0 4 0 2 1 0

ColoradoAvalanche 1 0 1 0 0 2 1 1 1

MinnesotaWild 1 0 0 0 0 2 1 1 0

TampaBayLightning 0 0 0 0 0 2 0 0 0

FloridaPanthers 0 0 0 0 0 0 0 0 0

NashvillePredators 0 0 0 0 0 0 0 0 0


9/12


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October 6th, 2014

2010VancouverWinterOlympicsGoldMedalGame

Didyouwatchthegoldmedalhockeygameofthe2010VancouverWinter

Olympicsornot?

[AllRespondents]

Age/Gender


Sample 1504 130 162 251 367 594 703 801

Watchedthe

game

63

66

70

58

61

57

67

59

Didn'twatchthegame 37 34 30 42 39 43 33 41

Region/Language


Sample 1504 79 397 530 110 162 226 1143 361

Watchedthegame 63 68 53 66 62 69 66 66 51

Didn'twatchthegame 37 32 47 34 38 31 34 34 49

NHLFan/FanLevel

% TotalNHL

FAN

Non

NHL

FAN

Extreme

fan

Enthusiastic

fan

Regular

fan

Part

time

fan

Something

else

Sample 1504 756 748 76 118 333 217 12

Watched

thegame63 76 48 66 83 79 76 36

Didn't

watchthe

game

37 24 52 34 17 21 24 64


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October 6th, 2014

Hockey:

Importance

to

Canadas

Cultural

and

Social

Fabric

HowimportantishockeytoCanadasculturalandsocialfabric?

[AllRespondents]

Age/Gender


Sample 1504 130 162 251 367 594 703 801

Extremelyimportant 27 32 27 30 23 19 27 27

Veryimportant 25 21 22 24 30 31 22 28

Important

30

32

29

29

27

32

29

30

Notthatimportant 12 11 15 10 14 13 14 11

Notatallimportant 4 2 5 5 4 4 4 3

Don'tknow 2 3 2 3 2 2 3 2

Region/Language


Sample 1504 79 397 530 110 162 226 1143 361

Extremelyimportant 27 23 20 31 18 31 31 29 18

Veryimportant 25 28 29 24 25 20 23 24 29

Important 30 30 30 29 37 31 30 30 28

Notthatimportant 12 13 12 12 17 12 10 11 15

Notat

all

important

4

3

5

3

3

3

4

3

5

Don'tknow 2 3 4 1 1 2 3 2 4

NHLFan/FanLevel

% TotalNHL

FAN

Non

NHL

FAN

Extreme

fan

Enthusiastic

fan

Regular

fan

Part

time

fan

Something

else

Sample 1504 756 748 76 118 333 217 12

Extremely

important27 38 14 68 60 35 17 10

Very

important25 30 19 17 29 31 36 14

Important 30 25 36 3 10 30 35 57

Notthat

important12 5 20 10 1 3 9 11

Notatall

important4 1 7 1 0 1 0 0

Don't

know2 1 4 0 0 1 3 7


11/12


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October 6th, 2014

NHL

Game

Centre

Live

Subscription:

Past

and

Present

DoyousubscribetoNHLGameCentreLive,ordidyousubscribeinthe

past?

[HasInternetService]

Age/Gender


Sample 1262 116 146 228 326 446 608 654

Willsubscribethisseason 3 4 2 4 4 2 4 3

Subscribenow

11

19

10

7

6

6

10

12

Subscribedinthepast 5 6 6 3 5 5 6 4

Neversubscribed 72 68 71 73 75 78 73 72

NeverheardofNHLGame

CentreLive8 2 12 12 10 9 7 10

Region/Language


Sample 1262 66 319 448 88 141 200 968 294

Willsubscribethis

season3 14 1 4 1 3 1 4 1

Subscribenow 11 12 11 10 8 15 11 10 12

Subscribedin

the

past

5

1

2

6

12

4

8

6

1

Neversubscribed 72 70 68 73 76 77 76 74 64

NeverheardofNHL

GameCentreLive8 4 19 7 4 2 5 5 21

NHLFan/FanLevel

% TotalNHL

FAN

Non

NHL

FAN

Extreme

fan

Enthusiastic

fan

Regular

fan

Part

time

fan

Something

else

Sample 1262 631 631 62 102 272 188 7

Will

subscribe

thisseason

3 5 2 15 9 2 2 7

Subscribe

now11 12 9 22 11 12 9 0

Subscribed

inthepast5 7 3 14 16 4 3 0

Never

subscribed72 69 76 50 62 75 76 38

Neverheard

ofNHLGame

CentreLive

8 6 11 0 2 7 10 56


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October 6th, 2014

Formoreinformation:

LorneBozinoff,Ph.D.

President

ForumResearchInc.

Tel: (416)9609603

Fax: (416)9609602

Email:[email protected]

Forum Research probes Canada's Hockey Fandom

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