Jack Jedwab Association for Canadian Studies

September 27th, 2008

Canadian Post Olympic Survey

Canada’s Olympic Performance in Comparison The 2006 summer Olympic and Paralympic Games are now

part of the record books, There was much initial concern during the first week of the games that Canadians were headed towards a dismal medal performance. By the end of the Games however the concern seemed to have diminished as Canada came home with 18 medals in the summer games and 50 in the Paralympic. Following the two previous Olympic Games (summer 2004 and Winter 2006) the firm Decima Research conducted surveys for the Department of Canadian Heritage to gauge Canadians’ satisfaction with the country’s performance in the Games, their views on funding for Olympic sports and amateur athletes and their perspective on Canada’s place internationally when it comes to sports achievement. The Association commissioned Leger Marketing to conduct some of the same questions put to the population in 2004 and 2006. As Canada tends to perform better in the Winter Olympics the comparisons around issues of performance are perhaps better understood on the basis of the comparison between 2004 and 2008. Nonetheless where relevant we have considered all three Games

MethodologyThe Association for Canadian Studies

commissioned the firm Leger Marketing to conduct this survey and the questions were fielded between September 10 and 12, 2008. Some 1500 people were surveyed via web panel with a margin of error of 3.9 points 19 times out of 20.

I am satisfied with Canada's overall performance at the 2008 summer Olympics Strongly agree Somewhat agree

Canada 25.0% 46.7%

18 to 24 37.1% 51.1%

25 to 29 13.5% 37.1%

30 to 34 24.4% 30.8%

35 to 39 20.7% 47.4%

40 to 44 23.6% 46.0%

45 to 49 18.6% 46.8%

50 to 54 26.4% 50.7%

55 to 59 29.7% 44.9%

60 to 64 27.4% 50.0%

65 years or older 23.9% 53.8%

Total 25.0% 46.7%

Nearly 72% of Canadians were satisfied with Canada’s performance at the 2008 summer Olympics. This is down from the Winter Olympics in Turin in 2006 (87%) but well up

from the summer games in Athens in 2004 (59%).

I am satisfied with Canada's overall performance at the 2008 summer Olympics

French English Other

Strongly agree 27,4% 25,7% 18,9%

Somewhat agree 49,1% 48,0% 42,1%

Somewhat disagree 12,5% 13,0% 17,5%

Strongly disagree 3,4% 4,7% 9,9%

I don't know 6,7% 8,2% 9,9%

I prefer not to answer ,9% ,3% 1,7%

Total 100,0% 100,0% 100,0%

Francophones most satisfied with Canada’s Olympic Performance

  It is important for Canada to win more medals at future Olympic Games

Strongly agree

Somewhat agree Total

All 19.3% 36.0% 55.3

18 to 24 19.7% 43.3% 63.0

25 to 29 34.8% 31.5% 66.3

30 to 34 22.3% 35.0% 57.3

35 to 39 23.7% 29.6% 53.3

40 to 44 16.8% 31.7% 48.5

45 to 49 19.7% 24.8% 44.5

50 to 54 17.7% 40.8% 58.5

55 to 59 17.1% 33.3% 50.4

60 to 64 15.0% 41.1% 56.1

65 years or older

14.7% 41.9% 56.6

In 2004, 57% of respondents placed importance on increasing the number of medals won. In 2008, 55% of Canadians responded the same way

It is important for Canada to win more medals at future Olympic Games French English Other

Strongly agree 23,4% 17,1% 20,9%

Somewhat agree

32,2% 33,6% 47,2%

Somewhat disagree

30,1% 26,2% 18,6%

Strongly disagree

6,7% 16,4% 7,6%

I don't know 5,5% 6,4% 5,6%

Despite Satisfaction, Majority of Canadians believe increased medal

winning important

 Canada is a leading Sports Nation

Strongly agree Somewhat agree

18 to 24   41.6%

25 to 29   28.1%

30 to 34 1.9% 26.3%

35 to 39 1.5% 28.1%

40 to 44 7.5% 26.1%

45 to 49 1.3% 32.3%

50 to 54 4.1% 23.8%

55 to 59 4.2% 22.9%

60 to 64 2.8% 33.0%

65 years or older 3.4% 26.8%

Total 2.8% 29.0%

In contrast to the aftermath of the 2006 winter Olympics where more than three in four Canadians surveyed described Canada as a leading sports nation, in 2008 some 32% held this view

Canada is a leading sports nation French English Other

Strongly agree 2,7% 3,3% 1,3%

Somewhat agree 20,7% 32,5% 28,8%

Somewhat disagree

49,5% 40,8% 37,4%

Strongly disagree

17,3% 16,6% 20,9%

I don't know 6,7% 6,7% 8,9%

I prefer not to answer 3,0% ,1% 2,6%

Total 100,0% 100,0% 100,0%

English Canadians most likely to describe Canada as a leading sports nation

  When Canadian athletes win medals at the Olympics I feel a stronger sense of pride in Canada

Strongly agreeSomewhat

agree Total

Canada 36.0% 37.9% 73.9

18 to 24 34.3% 39.3% 73.6

25 to 29 30.7% 34.1% 64.8

30 to 34 41.9% 29.0% 70.9

35 to 39 32.8% 35.1% 67.9

40 to 44 29.6% 36.5% 66.1

45 to 49 32.5% 42.7% 75.2

50 to 54 37.8% 43.2% 81.0

55 to 59 38.3% 38.3% 76.6

60 to 64 34.9% 42.5% 77.4

65 years or older 41.1% 38.1% 79.2

Two in three Canadians feel greater sense of pride when Canadians win Olympic medals

When Canadian athletes win medals at the Olympics I feel a stronger sense of pride in Canada French English Other

Strongly agree 26,4% 37,2% 43,2%

Somewhat agree

40,7% 39,8% 29,6%

Somewhat disagree

18,5% 11,0% 11,6%

Strongly disagree

7,6% 7,0% 8,0%

I don't know 5,5% 4,6% 6,3%

English Canadians feel most proud when Canadians win Olympic medals but

allophones not far behind

Canada would have to invest a lot more money in its athletes to improve its medal standing Strongly agree Somewhat agree

Canada 31.1% 35.7%

18 to 24 24.7% 35.4%

25 to 29 29.2% 30.3%

30 to 34 28.0% 34.4%

35 to 39 34.3% 31.3%

40 to 44 31.2% 35.0%

45 to 49 26.8% 33.8%

50 to 54 33.8% 41.2%

55 to 59 37.9% 34.5%

60 to 64 30.2% 34.0%

65 years or older 34.7% 40.4%

Two in three Canadians agree that Canada would have to invest a lot more money in its athletes to improve its medal standing

The federal government should increase the current level of financial support for Canada’s amateur athletes Strongly agree Somewhat agree

Canada 35.5% 36.4%

18 to 24 23.6% 57.3%

25 to 29 37.1% 23.6%

30 to 34 35.0% 33.8%

35 to 39 31.1% 34.1%

40 to 44 32.1% 34.0%

45 to 49 34.8% 31.6%

50 to 54 46.3% 36.1%

55 to 59 42.0% 32.8%

60 to 64 35.8% 35.8%

65 years or older 38.9% 35.5%

The results of polls conducted after the games in 2004 and 2006, showed that about 61% of Canadians were in favor of increasing funding to our athletes. The 2008 results show an 11 point increase in the total percentage that agree with increased

funding

The federal government should increase the current level of financial support for Canada’s amateur athletes

French English Other

Strongly agree 41,0% 35,3% 30,2%

Somewhat agree35,3% 35,1% 43,2%

Somewhat disagree12,2% 14,0% 15,9%

Strongly disagree5,8% 8,5% 3,7%

I don't know 4,9% 6,6% 6,3%

Total 100,0% 100,0% 100,0%

Francophone Canadians are most supportive of

increasing funding to athletes

Federal funding should be targeted to those sports with the greatest potential for medal success

Strongly agree

Somewhat agree

Somewhat disagree

Strongly disagree

Canada 9.2% 23.8% 33.2% 26.7%

18 to 24 5.6% 34.3% 32.6% 21.9%

25 to 29 11.2% 27.0% 21.3% 23.6%

30 to 34 14.7% 24.4% 30.1% 17.9%

35 to 39 7.5% 19.4% 29.9% 32.1%

40 to 44 11.9% 19.5% 33.3% 28.9%

45 to 49 5.1% 19.6% 41.8% 31.0%

50 to 54 6.8% 24.5% 33.3% 31.3%

55 to 59 10.9% 19.3% 31.1% 32.8%

60 to 64 10.3% 22.4% 30.8% 31.8%

65 years or older

9.5% 24.6% 37.5% 22.0%

In 2004 54% of Canadians agreed that funding should be focused on the sports with the greatest potential for medal success.  In 2006, 70% of Canadians agreed with the statement but a low emerged in 2008 with 

33% of Canadians holding this view

Amateur sport is a positive means to promote Canada to the World Strongly agree Somewhat agree

Canada 33.6% 46.8%

18 to 24 44.9% 39.3%

25 to 29 27.8% 48.9%

30 to 34 27.6% 50.6%

35 to 39 28.7% 47.8%

40 to 44 31.2% 44.4%

45 to 49 27.4% 48.4%

50 to 54 40.8% 45.6%

55 to 59 39.5% 44.5%

60 to 64 26.2% 57.0%

65 years or older 35.2% 46.6%

As in 2004 and 2006, over 84% of Canadians agree the amateur sport is a positive means to

promote Canada to the world

I am involved in sport as an athlete or participant Strongly agree Somewhat agree

Canada 13.6% 14.2%

18 to 24 26.4% 12.4%

25 to 29 23.9% 11.4%

30 to 34 11.5% 19.9%

35 to 39 14.7% 18.4%

40 to 44 18.2% 15.1%

45 to 49 16.7% 20.5%

50 to 54 6.8% 15.5%

55 to 59 8.5% 11.0%

60 to 64 8.6% 12.4%

65 years or older 5.7% 7.9%

There is a slight decline from both the 2004 and 2006 survey results where 33% of Canadians said they were involved in sport either athlete or participant . In 2008,

27% of respondents said they were involved

The 2008 Olympic and Para Olympic Games motivates me to participate more in sport Strongly agree Somewhat agree

Canada 6.3% 18.4%

18 to 24 18.6% 28.8%

25 to 29 5.6% 24.7%

30 to 34 6.4% 26.1%

35 to 39 3.7% 17.2%

40 to 44 3.8% 21.2%

45 to 49 5.8% 12.2%

50 to 54 6.8% 16.9%

55 to 59 1.7% 16.9%

60 to 64 1.9% 12.3%

65 years or older 4.9% 11.3%

The 2008 Olympics appear to be the most effective in motivating Canadians to participate in sport. Almost 1 in 4 Canadians agreed the games motivated them more to participate compared to 1 in 10in 2006 and 1 in 5 in 2004.