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MEDIA INQUIRIES:

Lorne Bozinoff, President


lbozinoff@forumresearch.com
416.960.9603

FORIMMEDIATERELEASE

OnehalfofCanadiansareNHLfans
MontrealCanadiensmostpopularteam

TORONTO
October 6th, 2014

TORONTOOCTOBER6th,2014Inarandomsamplingofpublicopiniontakenbythe HIGHLIGHTS:
ForumPollamong1504Canadians18yearsofageandolder,justmorethanone
half(53%)areNHLhockeyfans,whichmayrepresentasmanyas14millionfans
Justmorethanonehalf
acrossthecountry.Beingafanismostcommontotheyoungest(60%),males(60%),
(53%)areNHLhockeyfans,
thewealthiest($100Kto$250K58%),inAlberta(62%)andamongConservative
whichmayrepresentas
voters(59%)andamongthosewithchildren(58%).Althoughthosewhoclaim
manyas14millionfans
Canadianethnicbackgroundareslightlymorelikelythanotherstobefans(56%),
acrossthecountry.
SouthAsiansandthosefromtheBritishIslesarealsofans(53%and54%,

respectivelycaution:verysmallbasesizes).
Hockeyfansaremostlikely
todescribethemselvesas

"regularfanswhowatch
Mostareregularfans,morethanatenthareextremefans
somegamesandknowallthe
rules"(40%)andthismay
Hockeyfansaremostlikelytodescribethemselvesas"regularfanswhowatchsome
representcloseto6million
gamesandknowalltherules"(40%)andthismayrepresentcloseto6million
viewers.
viewers.Justmorethanaquarterare"parttimefanswhowatchafewgamesand
theplayoffs"(27%,orabout4millionfans).Onefifthdescribethemselvesas

"enthusiasticfanswhowatchmanygamesandknowalltheplayers"(19%,orabout Morethanathirdofthe
3millionfans).Justmorethanonetenthoccupythemostrarefiedslot:"extreme
hockeyfansinCanada
fanswhowatcheverygamepossibleandknowallthestats"(13%,orabout2million
supportteamsintheEastern
hockeyfansacrossCanada).Beinganextremefaniscommonesttotheyoungest
Conference,AtlanticDivision
group(18%),theleastwealthy(17%),inOntario(17%),thosewithsomecollegeor
(36%),followedbyfansof
university(20%)andRogerscableandinternetcustomers(21%each).
theWesternConference,
PacificDivision(25%).

MostarefansofEasternConference,AtlanticDivision
MorethanathirdofthehockeyfansinCanadasupportteamsintheEastern
Conference,AtlanticDivision(36%),followedbyfansoftheWesternConference,
PacificDivision(25%).TheWesternConferenceandEasternConference,Central
DivisionandMetropolitandivisionshaveaboutonesixthofthefans(16%each).

180BloorStreetW.,#1400
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MEDIA INQUIRIES:

TheHabsareCanada'steam
ClosetoonequarterofthehockeyfansinCanadasupporttheMontrealCanadiens
(23%),followedbyhalfthisproportionwhorooteitherfortheTorontoMapleLeafs
ortheVancouverCanucks(12%each).Afterthis,noteamachievesevendoubledigit
support,althoughtheCalgaryFlames(7%),PittsburghPenguins(6%),Edmonton
OilersandWinnipegJets(5%each)attractthesupportofonetwentiethormore.
TwothirdsofQuebecfanssupporttheHabs(64%),onethirdofOntariofanssupport
theLeafs(33%),onehalfthoseintheprairiessupporttheJets(50%),onequarter
supporteithertheFlames(28%)ortheOilers(23%)inAlberta,andinBC,onehalf
supporttheCanucks(53%).

TwothirdsofalladultCanadianswatched2010GoldMedalgame

Lorne Bozinoff, President


lbozinoff@forumresearch.com
416.960.9603

TORONTO
October 6th, 2014
HIGHLIGHTS:
Closetoonequarterofthe
hockeyfansinCanada
supporttheMontreal
Canadiens(23%),followedby
halfthisproportionwhoroot
eitherfortheTorontoMaple
LeafsortheVancouver
Canucks(12%each).

TwothirdsofallCanadians,notjusthockeyfans,watchedthegoldmedalgameof
the2010OlympicsinVancouver,andthismayrepresentasmanyas17million

viewers.Watchingthegamewasmostcharacteristicofthosewhoarenowyounger
TwothirdsofallCanadians,
(35to4470%),males(67%),thewealthier($80Kto$100K74%),intheAtlantic
notjusthockeyfans,
(68%)andinAlberta(69%),amongConservativevoters(73%),collegeoruniversity
watchedthegoldmedal
grads(71%),SouthAsiansandEuropeans(66%eachcaution:verysmallbasesizes).
gameofthe2010Olympicsin
Anglophonesaremorelikelytohavewatched(66%)thanFrancophones(51%).
Vancouver,andthismay
Mothersofchildrenunder18areespeciallylikelytohavebeenviewers(69%).Three
representasmanyas17
quartersofNHLfanswatched(76%)butsodidonehalfofthosewhoclaimtheyare
millionviewers.
nothockeyfans(48%).Oddlyenough,extremefanswerelesslikelytohavewatched
thegame(66%)thanenthusiasticfans(83%),regularfans(79%)orparttimefans

(76%).
Morethan8in10Canadian
adultsthinkhockeyis

importanttoourculturaland
VastmajorityofCanadiansthinkhockeyisimportanttoculturalfabric
socialfabric(82%),andas
manyasonehalfsayitis
Morethan8in10Canadianadultsthinkhockeyisimportanttoourculturaland
extremely(27%)orvery
socialfabric(82%),andasmanyasonehalfsayitisextremely(27%)orvery
important(25%).
important(25%).Amongfans,almosteveryonethinkshockeyisimportanttothe
culturalfabricofthenation(93%importantintotal,38%extremelyimportant)while
amongthosewhoarenotfans,morethantwothirdsthinkthegameimportant
(60%),althoughfewerthanonefifththinkitextremelyimportant(14%).
Anglophonesareslightlymorelikelytoseetheimportanceofhockey(83%)than
Francophones(75%).Hockeyisseentobe"extremelyimportant"especiallyin
Ontario,AlbertaandBC(31%each).Conservativevotersaremorelikelytoseethe
importanceofhockey(34%extremelyimportant)thaneitherLiberals(27%)orNew
Democrats(24%).

180BloorStreetW.,#1400
Toronto,ONM5S2V6
T416.960.9600
F416.960.9602
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MEDIA INQUIRIES:

Lorne Bozinoff, President


lbozinoff@forumresearch.com
416.960.9603

Onefifthwithinternetaccesshavesubscribed,willsubscribeorcurrently
subscribetoGameCentreLive
OnefifthofadultCanadians(19%)withinternetaccesssubscribetoGameCentre
Livenow(11%),didsointhepast(5%)orwillinthefuture(3%).Beingacurrent
subscriberishighestinAlberta(15%),amongNewDemocrats(18%),theyoungest
(19%),lowerincomegroups($20Kto$40K21%),SouthAsians(29%caution:very
smallsamplesize)andextremefans(22%).

TORONTO
October 6th, 2014
HIGHLIGHTS:
OnefifthofadultCanadians
(19%)withinternetaccess
subscribetoGameCentre
Livenow(11%),didsointhe
past(5%)orwillinthefuture
(3%).

"Evenamongthosewhoclaimnottobefans,hockeyisseentobeanimportant
culturalsignifierinthiscountry,andwhentwothirdsoftheadultpopulation
watchesasinglegame,youknowthat'strue.Idon'tknowifthiscouldbesaidfor

baseball,basketballorNFLfootballintheUS,orcricketorPremierLeaguefootballin
"Evenamongthosewho
theUK,"saidForumResearchPresident,Dr.LorneBozinoff.
claimnottobefans,hockey
LorneBozinoff,Ph.D.isthepresidentandfounderofForumResearch.Hecanbe
isseentobeanimportant
reachedatlbozinoff@forumresearch.comorat(416)9609603.
culturalsignifierinthis

country,andwhentwothirds
oftheadultpopulation

watchesasinglegame,you
knowthat'strue.Idon't
knowifthiscouldbesaidfor
baseball,basketballorNFL
footballintheUS,orcricket
orPremierLeaguefootballin
theUK,"saidForumResearch
President,Dr.LorneBozinoff.

180BloorStreetW.,#1400
Toronto,ONM5S2V6
T416.960.9600
F416.960.9602
forumresearch.com

MEDIA INQUIRIES:
Lorne Bozinoff, President
lbozinoff@forumresearch.com
416.960.9603

Methodology
TheForumPollwasconductedbyForumResearchwiththeresultsbasedonan
interactivevoiceresponsetelephonesurveyof1504randomlyselected
Canadians18yearsofageorolder.ThepollwasconductedonOctober35th,
2014.

TORONTO
October 6th, 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
PollandotherpollsmaybefoundatForum'spollarchive
atwww.forumresearch.com/polls.asp

180BloorStreetW.,#1400
Toronto,ONM5S2V6
T416.960.9600
F416.960.9602
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MEDIA INQUIRIES:
Lorne Bozinoff, President
lbozinoff@forumresearch.com
416.960.9603

NHLHockeyFan

AreyouanNHLhockeyfan?

[AllRespondents]

Age/Gender
Total 1834 3544 4554 5564 65+ Male Female
%
Sample
Yes
No

1504
53
47

130
60
40

162
49
51

251
57
43

367
48
52

594
47
53

Region/Language
Total Atl Que ON Man/Sask AB
%
Sample
Yes
No

1504
53
47

79
56
44

397
55
45

530
50
50

110
44
56

703
60
40

BC

TORONTO
October 6th, 2014

801
47
53

English French

162 226
62 53
38 47

1143
53
47

361
54
46

FederalVotePreference
Total Conservative Liberal NDP Green Bloc OtherParties
%
Sample
Yes
No

1504
53
47

503
59
41

500
53
47

258
50
50

83
40
60

53
61
39

41
45
55

180BloorStreetW.,#1400
Toronto,ONM5S2V6
T416.960.9600
F416.960.9602
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NHLHockeyFan:Dedication

HowmuchofanNHLhockeyfanareyou?

[NHLHockeyFans]

Age/Gender
%

Region/Language
%
Sample
Extremefanwho
watcheseverygame
possibleandknowsall
thestats
Enthusiasticfanwho
watchesmanygames
andknowsallthe
players
Regularfanwho
watchessomegames
andknowsalltherules
Parttimefanwho
watchesafewgames
andtheplayoffs
Somethingelse

Lorne Bozinoff, President


lbozinoff@forumresearch.com
416.960.9603

TORONTO
October 6th, 2014

756

18
34
80

35
44
79

45
54
142

55
64
176

13

18

14

19

25

23

40

33

27
2

Total

Sample
Extremefanwhowatchesevery
gamepossibleandknowsallthe
stats
Enthusiasticfanwhowatches
manygamesandknowsallthe
players
Regularfanwhowatchessome
gamesandknowsalltherules
Parttimefanwhowatchesafew
gamesandtheplayoffs
Somethingelse

MEDIA INQUIRIES:

65+ Male Female


279

404

352

10

15

10

14

12

14

20

18

37

40

51

46

43

35

21

32

30

25

30

20

36

Total Atl Que

ON

756

40

202

261

Man/Sask AB
47

98

108

BC

English French
577

179

13

19

11

17

13

13

19

11

21

17

12

21

25

19

19

40

39

39

41

44

37

38

40

39

27

30

29

21

38

36

25

27

28

180BloorStreetW.,#1400
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F416.960.9602
forumresearch.com

SupportedTeam:Western/EasternConference

IstheteamyousupportthemostintheWesternConferenceortheEastern
Conference?

[NHLFan]

Age/Gender
%
Sample
WesternConference,Pacific
Division
WesternConference,Central
Division
EasternConference,Atlantic
Division
EasternConference,
MetropolitanDivision
Don'tknow
Don'tsupportanyteamthe
most

Region/Language
%
Sample
WesternConference,
PacificDivision
WesternConference,
CentralDivision
EasternConference,
AtlanticDivision
EasternConference,
MetropolitanDivision
Don'tknow
Don'tsupportanyteam
themost

605

18
34
67

35
44
57

45
54
111

55
64
149

25

31

22

26

16

15

16

36

40

16

Total

MEDIA INQUIRIES:
Lorne Bozinoff, President
lbozinoff@forumresearch.com
416.960.9603

TORONTO
October 6th, 2014

65+ Male Female


221

325

280

21

21

28

23

14

19

19

16

16

43

31

35

31

38

34

11

11

21

19

22

14

19

Total Atl Que

ON

Man/Sask AB

BC

English French

605

174

169

47

98

108

453

152

25

29

10

32

57

54

32

16

15

41

15

24

19

36

25

61

46

11

10

15

28

62

16

41

17

22

15

16

17

10

10

180BloorStreetW.,#1400
Toronto,ONM5S2V6
T416.960.9600
F416.960.9602
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SupportedTeamSummary

Whichoneofthefollowingteamsdoyousupportthemost?

[NHLFans]

Region/Language

%
Sample
MontrealCanadiens
VancouverCanucks
TorontoMapleLeafs
CalgaryFlames
PittsburghPenguins
WinnipegJets
EdmontonOilers
PhiladelphiaFlyers
OttawaSenators
ChicagoBlackhawks
BostonBruins
NewYorkRangers
LosAngelesKings
NewJerseyDevils
NewYorkIslanders
DetroitRedWings
SanJoseSharks
BuffaloSabres
DallasStars
WashingtonCapitals
AnaheimDucks
CarolinaHurricanes
StLouisBlues
ArizonaCoyotes
ColumbusBlueJackets
ColoradoAvalanche
MinnesotaWild
TampaBayLightning
FloridaPanthers
NashvillePredators

Total Atl Que


605
23
12
12
7
6
5
5
4
3
3
2
2
2
1
1
1
1
1
1
1
1
1
1
1
1
1
1
0
0
0

9
2
29
13
0
41
0
0
0
7
4
3
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0

174
64
1
0
2
7
1
0
2
0
1
4
2
4
2
1
0
0
0
1
2
2
1
1
0
0
1
0
0
0
0

ON
169
10
3
33
3
8
3
2
4
6
4
2
4
1
2
2
3
3
3
0
1
0
1
0
0
0
0
0
0
0
0

Man/Sask AB
47
3
6
7
12
0
50
6
2
1
0
0
5
5
0
0
0
0
0
0
0
0
0
0
0
4
0
0
0
0
0

98
5
5
3
28
3
2
23
11
1
2
3
0
1
2
2
0
0
0
0
0
0
0
0
4
0
2
2
2
0
0

MEDIA INQUIRIES:
Lorne Bozinoff, President
lbozinoff@forumresearch.com
416.960.9603

TORONTO
October 6th, 2014

BC
108
9
53
3
0
0
1
1
2
5
5
2
1
0
0
1
1
0
0
5
0
1
2
2
1
2
1
1
0
0
0

English French
453
11
16
15
8
6
6
6
4
4
3
2
2
1
1
1
2
1
1
1
0
0
1
1
1
1
1
1
0
0
0

152
64
0
0
2
7
1
0
1
0
1
5
2
4
2
1
0
0
0
1
3
2
1
0
0
0
1
0
0
0
0

180BloorStreetW.,#1400
Toronto,ONM5S2V6
T416.960.9600
F416.960.9602
forumresearch.com

2010VancouverWinterOlympicsGoldMedalGame

Didyouwatchthegoldmedalhockeygameofthe2010VancouverWinter
Olympicsornot?

[AllRespondents]

Age/Gender
Total 1834 3544 4554 5564 65+ Male Female
%
Sample
Watchedthegame
Didn'twatchthegame

Region/Language
%
Sample
Watchedthegame
Didn'twatchthegame

1504
63
37

130
66
34

162
70
30

251
58
42

367
61
39

Total Atl Que

ON

Man/Sask

1504
63
37

530
66
34

110
62
38

79
68
32

397
53
47

594
57
43

AB

703
67
33

BC

162 226
69 66
31 34

MEDIA INQUIRIES:
Lorne Bozinoff, President
lbozinoff@forumresearch.com
416.960.9603

TORONTO
October 6th, 2014

801
59
41

English French
1143
66
34

361
51
49

NHLFan/FanLevel
%

Total

NHL
FAN

Sample
Watched
thegame
Didn't
watchthe
game

1504

756

Non
NHL
FAN
748

Extreme
fan

Enthusiastic
fan

Regular
fan

76

118

333

Part
time
fan
217

63

76

48

66

83

79

76

36

37

24

52

34

17

21

24

64

Something
else
12

180BloorStreetW.,#1400
Toronto,ONM5S2V6
T416.960.9600
F416.960.9602
forumresearch.com

Hockey:ImportancetoCanadasCulturalandSocialFabric

HowimportantishockeytoCanadasculturalandsocialfabric?

[AllRespondents]

Age/Gender
Total 1834 3544 4554 5564 65+ Male Female
%
Sample
Extremelyimportant
Veryimportant
Important
Notthatimportant
Notatallimportant
Don'tknow

1504
27
25
30
12
4
2

130
32
21
32
11
2
3

162
27
22
29
15
5
2

251
30
24
29
10
5
3

367
23
30
27
14
4
2

594
19
31
32
13
4
2

Region/Language
Total Atl Que ON Man/Sask AB
%
Sample
Extremelyimportant
Veryimportant
Important
Notthatimportant
Notatallimportant
Don'tknow

1504
27
25
30
12
4
2

79
23
28
30
13
3
3

397
20
29
30
12
5
4

530
31
24
29
12
3
1

110
18
25
37
17
3
1

703
27
22
29
14
4
3

BC

162 226
31 31
20 23
31 30
12 10
3
4
2
3

MEDIA INQUIRIES:
Lorne Bozinoff, President
lbozinoff@forumresearch.com
416.960.9603

TORONTO
October 6th, 2014

801
27
28
30
11
3
2

English French
1143
29
24
30
11
3
2

361
18
29
28
15
5
4

NHLFan/FanLevel
%

Total

NHL
FAN

Sample
Extremely
important
Very
important
Important
Notthat
important
Notatall
important
Don't
know

1504

756

Non
NHL
FAN
748

Extreme
fan

Enthusiastic
fan

Regular
fan

76

118

333

Part
time
fan
217

27

38

14

68

60

35

17

10

25

30

19

17

29

31

36

14

30

25

36

10

30

35

57

12

20

10

11

Something
else
12

10

180BloorStreetW.,#1400
Toronto,ONM5S2V6
T416.960.9600
F416.960.9602
forumresearch.com

NHLGameCentreLiveSubscription:PastandPresent

DoyousubscribetoNHLGameCentreLive,ordidyousubscribeinthe
past?

[HasInternetService]

Age/Gender
Total 1834 3544 4554 5564 65+ Male Female
%
Sample
Willsubscribethisseason
Subscribenow
Subscribedinthepast
Neversubscribed
NeverheardofNHLGame
CentreLive

Region/Language
%
Sample
Willsubscribethis
season
Subscribenow
Subscribedinthepast
Neversubscribed
NeverheardofNHL
GameCentreLive

1262
3
11
5
72

116
4
19
6
68

146
2
10
6
71

228
4
7
3
73

326
4
6
5
75

446
2
6
5
78

608
4
10
6
73

654
3
12
4
72

12

12

10

10

Total Atl Que

ON

Man/Sask

AB

1262

66

319

448

88

14

11
5
72

12
1
70

11
2
68

10
6
73

8
12
76

19

BC

MEDIA INQUIRIES:
Lorne Bozinoff, President
lbozinoff@forumresearch.com
416.960.9603

TORONTO
October 6th, 2014

English French

141 200

968

294

15
4
77

11
8
76

10
6
74

12
1
64

21

NHLFan/FanLevel
%

Total

NHL
FAN

Sample
Will
subscribe
thisseason
Subscribe
now
Subscribed
inthepast
Never
subscribed
Neverheard
ofNHLGame
CentreLive

1262

631

Non
NHL
FAN
631

11

11

Extreme
fan

Enthusiastic
fan

Regular
fan

62

102

272

Part
time
fan
188

15

12

22

11

12

14

16

72

69

76

50

62

75

76

38

11

10

56

Something
else
7

180BloorStreetW.,#1400
Toronto,ONM5S2V6
T416.960.9600
F416.960.9602
forumresearch.com

Formoreinformation:
LorneBozinoff,Ph.D.
President
ForumResearchInc.
Tel:(416)9609603
Fax:(416)9609602
Email:lbozinoff@forumresearch.com

12

MEDIA INQUIRIES:
Lorne Bozinoff, President
lbozinoff@forumresearch.com
416.960.9603

TORONTO
October 6th, 2014

180BloorStreetW.,#1400
Toronto,ONM5S2V6
T416.960.9600
F416.960.9602
forumresearch.com