Canadian Engagement in FIFA World Cup 2018 and a Canada Co-Hosted FIFA World Cup 2026 Na>onal survey Conducted December 2017
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.
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.
FIFA World Cup 2018
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 48 87 1 17 1 33 2 1 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
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 48 1 17 1 33 Attend matches in-person 87 52 BC 4 17 18 1 3 BC 3 90 3 2 AB 8 43 18 19 12 32 AB 7 83 7 3 SK 59 11 1 13 29 SK 90 43 MN 2 61 11 10 1 2 MN 92 6 0 ON 3 39 1 21 23 4 ON 87 52 QUE 7 57 1 13 9 22 QUE 7 8 43 ATL 9 6 9 8 9 17 ATL 89 5 1 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
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 48 1 17 1 33 87 521 Female 5 13 1 11 2 Female 88 42 1 3 Male 39 1 19 22 41 Male 8 6 2 18-29 9 40 12 20 19 39 18-29 9 81 442 30-39 43 1 1 19 3 30-39 7 78 10 32 40-49 5 9 1 17 31 40-49 8 531 50-59 47 1 1 18 3 50-59 2 91 51 2 60-69 2 5 18 1 9 2 60-69 2 9 30 70+ 3 50 1 19 13 32 70+ 2 92 24 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
Canada Co-Hosted FIFA World Cup 2026
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 43 11 20 22 42 61 12 13 8 21 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
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 43 11 20 22 42 61 12 13 8 21 BC 3 39 12 20 2 4 BC 5 1 1 10 2 AB 7 38 13 22 20 42 AB 7 5 1 13 9 22 SK 1 52 8 22 17 39 SK 1 70 13 10 1 MN 47 1 13 21 3 MN 73 10 10 2 12 ON 3 3 8 23 31 5 ON 5 13 1 11 28 QUE 7 53 12 17 11 28 QUE 7 72 8 8 13 ATL 57 10 1 1 29 ATL 2 78 12 3 8 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
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 43 11 20 22 42 61 12 13 8 21 Female 51 10 18 17 3 Female 70 9 10 1 Male 3 11 22 28 50 Male 51 1 1 12 27 18-29 7 3 8 22 27 49 18-29 10 4 13 18 13 31 30-39 40 11 18 2 43 30-39 8 4 19 1 13 28 40-49 3 48 9 17 23 40 40-49 3 59 13 1 9 2 50-59 4 9 22 21 43 50-59 70 8 13 17 60-69 1 47 13 18 21 39 60-69 2 7 10 7 12 70+ 3 4 1 23 1 39 70+ 7 11 8 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
Contact: Craig Worden President CraigWorden@pollara.com 416.921.0090 Ext. 2235