Canadian Engagement in FIFA World Cup 2018 and a Canada Co-Hosted FIFA World Cup Na>onal survey Conducted December 2017

Transcription

1 Canadian Engagement in FIFA World Cup 2018 and a Canada Co-Hosted FIFA World Cup 2026 Na>onal survey Conducted December 2017

2 Methodology Methodology/Sample: Online survey of randomly-selected sample of 1,207 adult (18+) Canadians Field Window: December 11-18, 2017 Reliability: As a guideline, a probability sample of this size carries a margin of error of ± 2.8, 19 times out of 20. The margin of error is larger for sub-segments. Although demographic and regional quotas were employed to ensure reliable and comparable sub-segment analysis, the data was weighted by the most current gender, age, & region Census data, to ensure the sample reflects actual population of adult Canadians. Region Number of interviews Margin of error Atlantic Canada 103 ± 9.7 Quebec 309 ± 5. Ontario 309 ± 5. Manitoba 97 ± 10.0 Saskatchewan 100 ± 9.8 Alberta 146 ± 8.1 British Columbia 143 ± 8.2 Canada 1,207 ± 2.

3 Key Findings A third (3) of Canadians are likely to watch or attend the 2018 World Cup hosted by Russia However, engagement with 2018 World Cup is primarily as a viewer (33), as only a few (3) are likely to travel to Russia to attend inperson. If Canada is a co-host of the 2026 World Cup, with matches held in Vancouver, Edmonton, Toronto, and Montreal, more than four-in-ten (43) Canadians are likely to watch or attend More than four-in-ten (42) Canadians say they are likely to watch this future World Cup And, slightly more than two-in-ten (21) say they are likely to attend matches held in Canada in-person.

4 FIFA World Cup 2018

5 A third of Canadians are likely to watch or attend 2018 World Cup Few will travel to Russia 2018 World Cup engagement is primarily as viewer Viewership or Attendance: 2018 FIFA World Cup Soccer/Football Matches in Russia 3 Likely to Watch or Attend Very likely to Watch OR Attend 1 Watch on Tv or Online Somewhat likely to Watch OR Attend 17 Attend Matches in-person Don't know / Unsure Not likely at all Not very likely Somewhat likely Very likely How likely are you to watch and/or attend any of the 2018 FIFA World Cup soccer/football matches, hosted in Russia in June-July 2018? All Respondents (n=1207) Discrepancy in totals due to rounding. 5

6 2018 World Cup engagement across regions Engagement highest in Ontario and the West (BC and Alberta) Viewership or Attendance: 2018 FIFA World Cup Soccer/Football Matches in Russia Watch on TV or online Attend matches in-person BC BC AB AB SK SK MN MN ON ON QUE QUE ATL ATL Don't know / Unsure Not likely at all Not very likely Somewhat likely Very likely How likely are you to watch and/or attend any of the 2018 FIFA World Cup soccer/football matches, hosted in Russia in June- July 2018? All Respondents (n=1207) 6

7 2018 World Cup engagement across demographics Men more likely; Similar engagement levels across age cohorts below 60 Viewership or Attendance: 2018 FIFA World Cup Soccer/Football Matches in Russia Watch on TV or online Attend matches in-person Female Female Male Male Don't know / Unsure Not likely at all Not very likely Somewhat likely Very likely How likely are you to watch and/or attend any of the 2018 FIFA World Cup soccer/football matches, hosted in Russia in June- July 2018? All Respondents (n=1207) 7

8 Canada Co-Hosted FIFA World Cup 2026

9 Four-in-ten likely to watch or attend Canada co-hosted 2026 World Cup Four-in-ten (42) likely to watch; two-in-ten (21) likely to attend matches Viewership or Attendance: North America-Hosted 2026 FIFA World Cup with Soccer/Football Matches in Vancouver, Edmonton, Toronto, & Montreal 43 Likely to Watch or Attend Very likely to Watch OR Attend 23 Somewhat likely to Watch OR Attend 20 Watch on Tv or Online Attend Matches in-person Don't know / Unsure Not likely at all Not very likely Somewhat likely Very likely And, if Canada co-hosted the 2026 FIFA World Cup with the U.S. and Mexico, how likely would be to watch and/or attend any of the soccer/ football matches that would be played in Canada? The games played in Canada would be in Vancouver, Edmonton, Toronto, and Montreal. All Respondents (n=1207) 9

10 Canada co-hosted 2026 World Cup engagement across regions Engagement highest in Ontario and the West (BC and Alberta) Viewership or Attendance: North America-Hosted 2026 FIFA World Cup with Soccer/Football Matches in Vancouver, Edmonton, Toronto, & Montreal Watch on TV or online Attend matches in-person BC BC AB AB SK SK MN MN ON ON QUE QUE ATL ATL Don't know / Unsure Not likely at all Not very likely Somewhat likely Very likely And, if Canada co-hosted the 2026 FIFA World Cup with the U.S. and Mexico, how likely would be to watch and/or attend any of the soccer/football matches that would be played in Canada? The games played in Canada would be in Vancouver, Edmonton, Toronto, and Montreal. All Respondents (n=1207) 10

11 Canada co-hosted 2026 World Cup engagement across demographics Men more likely; Moderate decline in viewership as age increases Viewership or Attendance: North America-Hosted 2026 FIFA World Cup with Soccer/Football Matches in Vancouver, Edmonton, Toronto, & Montreal Watch on TV or online Attend matches in-person Female Female Male Male Don't know / Unsure Not likely at all Not very likely Somewhat likely Very likely And, if Canada co-hosted the 2026 FIFA World Cup with the U.S. and Mexico, how likely would be to watch and/or attend any of the soccer/football matches that would be played in Canada? The games played in Canada would be in Vancouver, Edmonton, Toronto, and Montreal. All Respondents (n=1207) 11

12 Contact: Craig Worden President Ext. 2235