Canadiens and Canucks: Canadian Favourites to Win the Stanley Cup

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1 Canadiens and Canucks: Canadian Favourites to Win the Stanley Cup A survey of 1001 Canadians Conducted from October 29 to November 1, 2010 Released: November 15, 2010

2 Methodology From October 29 to November 1, 2010, Abacus Data Inc. conducted an online survey among 1,001 randomly selected Canadian adults from an online panel of over 400,000 Canadians. The margin of error which measures sampling variability is comparable to +/- 3.1%, 19 times out of 20. Results of the survey were statistically weighted by gender, education, age, region, and language using Census data from Statistics Canada. Totals may not add up to 100 due to rounding. Just the Facts: Abacus Data Inc. Abacus Data Inc. is Ottawa's newest player in the public opinion and marketing research industry. Whether its telephone or online surveys, focus groups, one-on-one interviews, or secondary data analysis, the team at Abacus Data conducts public opinion, marketing, or stakeholder research that provides strategic insight to our clients. What sets the team at Abacus Data apart is its fresh perspective on politics, business, and consumer behaviour and a commitment to its clients. Abacus Data offers its clients a comprehensive research tool kit that includes: Custom quantitative studies Opinion leader/decision maker consultations The Vertex Panel ( Omnibus surveys Focus groups Intercept studies One-on-one interviews Custom community panel creation and management Secondary data analysis Dr. David Coletto, CEO Coletto has over six years experience working in the marketing research industry. He has conducted research studies for organizations in many sectors including pharmaceutical, transportation, educational, telecommunications, media, arts and cultural, tourism, and retail. He has also advised elected officials and senior-level decision makers at the federal, provincial, and municipal government levels. He received his PhD in Political Science from the University of Calgary where he taught Research Methods to undergraduate students. METHODOLOGY AND ABOUT ABACUS DATA

3 No, 55% Are you a hockey fan? (n=1,001, weighted) Yes, 45% Analysis Canadians are almost split in their love for Canada s national sport, hockey. Over four in ten Canadians (45%) said they are hockey fans with 55% saying they are not fans. As expected, men were much more likely to say they were a fan compared to women. Interest in hockey was generally the same across the age groups and regions. HOCKEY FAN Subgroup Analysis Male Female Atlantic Quebec Ontario West Yes 55% 35% 48% 42% 44% 45% 44% 47% 42% No 45% 65% 52% 58% 56% 55% 56% 53% 58% N

4 Which Canadian NHL team do you think has the best chance of winning the Stanley Cup this season? [rotate] (n=447, weighted) Unsure 2% 3% 6% 18% 20% Subgroup Analysis 24% 27% 0% 5% 10% 15% 20% 25% 30% Analysis Respondents who said they were hockey fans were asked which Canadian NHL team has the best chance of winning the Stanley Cup. Canadian hockey fans were more likely to identify the Montreal Canadiens and the Vancouver Canucks as the Canadian teams most likely to win the Stanley Cup. Although region played a large part in predictions, the Canadiens and Canucks attracted predictions from hockey fans in all regions of Canada in many ways reflecting the teams current placement in the NHL standings. WHO WILL WIN STANLEY CUP? Male Female Atlantic Quebec Ontario West Canadiens 29% 23% 26% 31% 22% 20% 52% 22% 13% Maple Leafs 18% 18% 21% 15% 16% 29% 4% 32% 6% Canucks 29% 17% 23% 21% 30% 23% 19% 16% 42% Flames 6% 7% 7% 5% 6% 9% 5% 3% 11% Oilers 1% 3% 1% 4% 1% - 1% 1% 5% Senators 3% 4% 3% 5% 1% 3% 2% 5% 3% Unsure 15% 28% 19% 20% 24% 17% 18% 22% 20% N

5 For more information about this study or Abacus Data Inc., please contact: David Coletto, PhD Chief Executive Officer (613) x. 248 Twitter.com/ColettoD GET IN TOUCH To read our analyses and blog, find us online at Abacus Data also runs the Vertex Panel: An online research panel of Canada s leading public policy practitioners and scholars. Find out more at