How important is it for Canadians to watch live sports on TV?

One-half of Canadians are passionate about watching live professional sports on TV, while a third say watching live sports on TV are not important at all.   

December 1, 2020: In our most recent survey, we asked Canadians how important is it for them to be able to watch live sports on TV – something that has been important during lockdowns for viewers, but is logistically difficult for many teams and leagues to deliver. Canadians are divided on this topic, one-half of the population indicating it is important, while the other half considers it not important

Across the country, the importance of being able to watch live professional sports on TV is highest in Ontario (with more than one-half indicating it is important), while it is lowest in Atlantic Canada and Quebec (as only four in ten deem it important). 

When looking across demographics, Millennials (25-34 yrs.) and Gen X (35-54 yrs.) are most likely to place importance on watching live sports on TV, while those under the age of 25 express the lowest levels of importance, followed by those over the age of 55+ years.  Additionally, males are nearly twice as likely to indicate the importance of this compared to females. Importance also increases with household income, with those earning $100,000 or more to be more likely to mention that watching live professional sports on TV is important.  

Results shown are from a survey conducted online November 11 – 13, 2020, with 1,231 Canadians 18 years of age or older from the Logit Group’s Canadian Omnibus. Fielding every month, the Logit Group’s COVID-19 Omnibus surveys Canadians to ask their opinions and behaviours related to topical issues. Results were analyzed by Narrative Research. Data was weighted based on the 2016 Census, by gender, age, and region to reflect these population characteristics in each province. As a non-probability sample (i.e., a panel sample where residents have joined a panel to share their opinions), and in accordance with CRIC Public Opinion Research Standards, a margin of error is not applied.    

For more information, please contact: 

Margaret Chapman, COO, Narrative Research – 902.222.4048, mchapman@narrativeresearch.ca

OR

Sam Pisani, Managing Partner, Logit Group – 416.629.4116, sam.pisani@logitgroup.com

Narrative Research (www.narrativeresearch.ca), is a leading public opinion and market research company headquartered in Canada. The company was recently certified as a WBE (Women Business Enterprise). As a non-partisan, 100% Canadian-owned research company, Narrative Research is dedicated to providing clients with state-of-the-art research and strategic consulting services.  

The Logit Group (https://logitgroup.com/) is a leading North American data collection and market research execution company headquartered in Toronto, conducting large-scale projects for a variety of well-known research agencies and brands. Logit employs industry-best technologies across an array of methodologies, and is independent, experienced and quality-oriented.  Follow us on Twitter at @EveryNarrative and @LogitGroup