ONE IN THREE (34%) ONTARIANS LIKELY TO WATCH
THIS YEAR’S SUPER BOWL
WITH ONE-THIRD (33%) OF VIEWERS LIKELY TO
ALSO BET ON THE GAME
Bets Likely to be Personal with Friends (64%) or in an Office
Pool (24%)
In General, One in Six (17%) Ontarians Bet on Sporting Events,
with Football (63%) and Hockey (60%) Most Popular
Public Release Date: Friday, January 24th, 2003 – 6:00 p.m. (EST)
Established in 1979, Ipsos-Reid is one of North America’s leading market research and public
opinion companies. Founded by Dr. Angus Reid, Ipsos-Reid is a $70 million company which
has conducted extensive market and social research in 80 countries and in 40 languages, and
serves clients around the world through more than 300-professionals and 1,000 data collection
staff in 11 offices. The company is a member of the Paris-based Ipsos Group, ranked among the
top ten research companies in the world, with specialties in advertising, media, customer
satisfaction, public opinion and market research. Visit www.ipsos-reid.com
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http://www.ipsos-reid.com/media/content/PRE_REL.cfm
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ONE IN THREE (34%) ONTARIANS LIKELY TO WATCH
THIS YEAR’S SUPER BOWL
WITH ONE-THIRD (33%) OF VIEWERS LIKELY TO ALSO
BET ON THE GAME
Bets Likely to be Personal with Friends (64%) or in an Office Pool
(24%)
In General, One in Six (17%) Ontarians Bet on Sporting Events, with
Football (63%) and Hockey (60%) Most Popular
Toronto, ONTARIO (Friday, January 24th, 2003) – One in three (34%) Ontarians are likely to
be tuned in this Sunday evening to the Super Bowl battle between the Oakland Raiders and
the Tampa Bay Buccaneers according to a new poll conducted by Ipsos-Reid on behalf of the
Responsible Gambling Council (Ontario) released today. One third (33%) of game viewers in
the province are also likely to have a bet riding on the outcome of the game. In total, just
over one in ten (12%) adult Ontarians (which equates to approximately 1,000,000 individuals)
will likely have placed a bet on the outcome of contest.
These bets are most likely to be personal ones with friends (64%) or in an office pool (24%),
while 21% will be placing their bet through a sports lottery. Just one in twenty (5%) betters
are likely to place a wager with a bookie.
This level of betting is not surprising given that one in six (17%) Ontarians indicate that they
have placed a bet on the outcome of a sporting event during the past 12 months.
Football
(63%) ranks, with national sport, hockey (60%), as the favourite sports to bet on according to
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sports betters. Horse racing (20%), soccer (19%), baseball (19%), basketball (17%), boxing
(7%) and golf (1%) rank behind in popularity among sports betters.
Asked to choose among a number of statements as to why they bet or may bet on sporting
events, the top responses are “it makes the game more interesting to watch” (33%), “it’s
something I do with friends and/or people at work” (32%) and followed by “it’s fun and I
enjoy it win or lose” (26%), while one in twenty (6%) say they bet on sporting events because
“it’s something I am good at and I usually win money”.
These are the findings of an Ipsos-Reid poll conducted on behalf of the Responsible Gambling Council
(Ontario) between January 7th and January 23rd, 2003. The poll is based on a randomly selected
sample of 900 adult Ontarians. With a sample of this size, the results are considered accurate to
within ± 3.3 percentage points, 19 times out of 20, of what they would have been had the entire adult
Ontario population been polled. The margin of error will be larger within regions and for other subgroupings of the survey population. These data were statistically weighted to ensure the sample's
regional and age/sex composition reflects that of the actual Ontario population according to the 2001
Census data.
One in three (34%) Ontarians are likely to be tuned in this Sunday evening to the Super Bowl
battle between the Oakland Raiders and the Tampa Bay Buccaneers. One third (33%) of
game viewers in the province are also likely to have a bet riding on the outcome of the game.
In total, just over one in ten (12%) Ontarians (which equates to approximately 1,000,000
Ontarians) will likely have placed a bet on the outcome of the contest.
•
The most likely to place a wager on this year’s game are Ontarians between 18 and 34
years of age (21% compared to 9% of those 35 and older), men (19% versus 6% of women)
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and those in upper income households (18% versus 11% in middle income households
and 7% in lower income households),
•
The same groups are more likely to watch this years game, with half of men (48% versus
22% of women) and those in upper income households (45% versus 33% of middle and
26% of lower income households) and 41% of 18 to 34 year olds (compared to 32% of
those older than 34).
These bets are most likely to be personal ones with friends (64%) or in an office pool (24%),
while 21% will be placing their bet through a sports lottery. Just one in twenty (5%) betters
are likely to place a wager with a bookie.
•
Younger Ontarians (80%) are the most likely to indicate that their Super Bowl bet would
be a personal bet with friends, compared to middle aged (49%) and older (35%)
Ontarians. In general older and middle aged Ontarians are more likely to say their Super
Bowl wager will be through an office pool (34% and 29% respectively).
•
Ontarians in upper income households (72%) more likely to be making personal bets with
friends than are those in middle (57%) or lower (49%) income households. Office pools
are more likely to be the choice of those in upper (34%) and lower (23%) income
households than in middle income households (11%).
This level of betting is not surprising given that one in six (17%) Ontarians indicate that they
have placed a bet on the outcome of a sporting event during the past 12 months.
•
Men (25% versus 10% of women) and younger (25% versus 15% of middle aged and 13%
of older) Ontarians are more likely to have placed a bet on sporting events in the past
year.
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Football (63%) ranks, with the Canadian past time, hockey (60%), as the favourite sports to
bet on according to sports betters. Horse racing (20%), soccer (19%), baseball (19%),
basketball (17%), boxing (7%) and golf (1%) rank behind in popularity among sports betters.
•
Men who have placed sports bets are more likely than women to have placed bets on
football (70% versus 46%).
•
Younger (30%) sports betters are more likely to bet on football (71%) or basketball (26%),
while older (35%) and middle aged (29%) betters are more likely to have placed a wager
at the racetrack than have younger (6%) betters.
Asked to choose among a number of statements as to why they bet or may bet on sporting
events, the top responses are “it makes the game more interesting to watch” (33%), “it’s
something I do with friends and/or people at work” (32%) and followed by “it’s fun and I
enjoy it win or lose” (26%), while one in twenty (6%) say they bet on sporting events because
“it’s something I am good at and I usually win money”.
•
Betters that are likely to be watch in the Super Bowl (31%) are more likely than those who
will not be tuning in (7%) to say it is because “it’s fun and I enjoy it win or lose.”
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-30For more information on this news release, please contact:
John Wright
Senior Vice-President
Ipsos-Reid Public Affairs
(416) 324-2900
George James
Director of Communications
Responsible Gambling Council (Ontario)
(416) 499-9800, ext 241
Cellular: (416) 706-7368
[email protected]
For full tabular results, please visit our website at www.ipsos-reid.com. News Releases are
available at http://www.ipsos-reid.com/media/content/PRE_REL.cfm
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