canadian engagement in fifa world cup 2018 and a canada co ... · • a third (34%) of canadians...
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CanadianEngagementinFIFAWorldCup2018
andaCanadaCo-HostedFIFAWorldCup2026Na>onalsurvey|ConductedDecember2017
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 ± 5.6% Ontario 309 ± 5.6% Manitoba 97 ± 10.0% Saskatchewan 100 ± 9.8% Alberta 146 ± 8.1% British Columbia 143 ± 8.2% Canada 1,207 ± 2.5%
• A third (34%) 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 in-person.
• 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.
Key Findings
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
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.
Very likely to
Watch OR Attend 16%
Somewhat likely to
Watch OR Attend 17% 5%
5%
87%
48%
5%
14%
2%
17%
1%
16%
4%
33%
Attend Matches in-person
Watch on Tv or Online
Don't know / Unsure Not likely at all Not very likely
Somewhat likely Very likely
34% Likely to Watch or
Attend
% Likely:
Viewership or Attendance: 2018 FIFA World Cup Soccer/Football Matches in Russia
5
2018 World Cup engagement across regions
Engagement highest in Ontario and the West (BC and Alberta)
9%
7%
3%
2%
8%
4%
5%
65%
57%
39%
61%
59%
43%
45%
48%
9%
14%
14%
11%
11%
18%
17%
14%
8%
13%
21%
10%
16%
19%
18%
17%
9%
9%
23%
16%
13%
12%
16%
16%
17%
22%
44%
26%
29%
32%
34%
33%
ATL
QUE
ON
MN
SK
AB
BC
Total
5%
7%
4%
7%
3%
5%
89%
85%
87%
92%
90%
83%
90%
87%
5
4
5
6
4
7
3
5
3
2
3
2
2
2
1%
4%
4%
0%
4%
3%
4%
4%
ATL
QUE
ON
MN
SK
AB
BC
Total
6 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)
Don't know / Unsure Not likely at all Not very likely
Somewhat likely Very likely
Watch on TV or online Attend matches in-person % Likely:
% Likely:
Viewership or Attendance: 2018 FIFA World Cup Soccer/Football Matches in Russia
2018 World Cup engagement across demographics
Men more likely; Similar engagement levels across age cohorts below 60
3%
2%
4%
6%
6%
9%
5%
5%
5%
50%
55%
47%
54%
43%
40%
39%
56%
48%
15%
18%
15%
9%
16%
12%
15%
13%
14%
19%
16%
16%
14%
16%
20%
19%
15%
17%
13%
9%
18%
17%
19%
19%
22%
11%
16%
32%
25%
34%
31%
35%
39%
41%
26%
33%
70+
60-69
50-59
40-49
30-39
18-29
Male
Female
Total
2%
2%
2%
5%
7%
9%
5%
5%
5%
92%
95%
91%
86%
78%
81%
85%
88%
87%
2
3
5
5
10%
4
6
4
5
1
3
3
4
2
2
2
4
1
2
2
2
1
1
4%
0%
2%
4%
5%
6%
4%
3%
4%
70+
60-69
50-59
40-49
30-39
18-29
Male
Female
Total
1
7 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)
Don't know / Unsure Not likely at all Not very likely
Somewhat likely Very likely
Watch on TV or online Attend matches in-person % Likely:
% Likely:
Viewership or Attendance: 2018 FIFA World Cup Soccer/Football Matches in Russia
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
6%
4%
61%
43%
12%
11%
13%
20%
8%
22%
21%
42%
Attend Matches in-person
Watch on Tv or Online
Don't know / Unsure Not likely at all
Not very likely Somewhat likely
Very likely
Viewership or Attendance: North America-Hosted 2026 FIFA World Cup
with Soccer/Football Matches in Vancouver, Edmonton, Toronto, & Montreal
Very likely to
Watch OR Attend 23%
Somewhat likely to
Watch OR Attend 20%
% Likely:
43% Likely to
Watch or Attend
9 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)
4%
7%
3%
4%
1%
7%
3%
4%
57%
53%
35%
47%
52%
38%
39%
43%
10%
12%
8%
15%
8%
13%
12%
11%
15%
17%
23%
13%
22%
22%
20%
20%
14%
11%
31%
21%
17%
20%
26%
22%
29%
28%
54%
34%
39%
42%
46%
42%
ATL
QUE
ON
MN
SK
AB
BC
Total
2%
7%
6%
5%
1%
7%
5%
6%
78%
72%
54%
73%
70%
55%
55%
61%
12%
8%
13%
10%
13%
16%
15%
12%
5%
8%
16%
10%
10%
13%
15%
13%
3%
5%
11%
2%
6%
9%
10%
8%
8%
13%
28%
12%
16%
22%
25%
21%
ATL
QUE
ON
MN
SK
AB
BC
Total
Canada co-hosted 2026 World Cup engagement across regions Engagement highest in Ontario and the West (BC and Alberta)
10
Don't know / Unsure Not likely at all Not very likely
Somewhat likely Very likely
Watch on TV or online Attend matches in-person % Likely:
% 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)
Viewership or Attendance: North America-Hosted 2026 FIFA World Cup
with Soccer/Football Matches in Vancouver, Edmonton, Toronto, & Montreal
3%
1%
4%
3%
6%
7%
5%
4%
4%
44%
47%
44%
48%
40%
36%
34%
51%
43%
14%
13%
9%
9%
11%
8%
11%
10%
11%
23%
18%
22%
17%
18%
22%
22%
18%
20%
16%
21%
21%
23%
25%
27%
28%
17%
22%
39%
39%
43%
40%
43%
49%
50%
35%
42%
70+
60-69
50-59
40-49
30-39
18-29
Male
Female
Total
5%
2%
5%
3%
8%
10%
6%
6%
6%
76%
76%
70%
59%
45%
46%
51%
70%
61%
11%
10%
8%
13%
19%
13%
16%
9%
12%
4%
7%
13%
16%
15%
18%
15%
10%
13%
4%
5%
4%
9%
13%
13%
12%
5%
8%
8%
12%
17%
25%
28%
31%
27%
15%
21%
70+
60-69
50-59
40-49
30-39
18-29
Male
Female
Total
Canada co-hosted 2026 World Cup engagement across demographics Men more likely; Moderate decline in viewership as age increases
11
Don't know / Unsure Not likely at all Not very likely
Somewhat likely Very likely
Watch on TV or online Attend matches in-person % Likely:
% 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)
Viewership or Attendance: North America-Hosted 2026 FIFA World Cup
with Soccer/Football Matches in Vancouver, Edmonton, Toronto, & Montreal
