October 4, 2024
With the National Hockey League season starting a few weeks from now, Canadians were asked, “Do you think this is the year that the Toronto Maple Leafs finally win the Stanley Cup again, for the first time since 1967?” Overall, just under one-half of Canadians (45%) think that they will be eliminated once again, while just over one-quarter of the population (27%) believe that this is the year the Toronto Maple Leafs win the Stanley Cup. Three in ten Canadians (28%) state that they don’t care about the outcome.
Regionally, four in ten Ontarians (39%) believe that the Maple Leafs will win this year, while only two in ten from the Prairies and Quebec believe the same (20% for each). Across age ranges, Canadians aged 18-34 (43%) are more likely to say they will win than those aged 35-54 (23%) or those who are 55 or above (20%). In fact, those between the ages of 35-54 are more likely to say they will be eliminated (50%), while those aged 55 or above are more likely to say that they don’t care (35%), compared with their counterparts.
Over one-half of men believe that the Maple Leafs will be eliminated this season compared to about one third of women (54% and 36%, respectively). Women are more likely to say they don’t care about the outcome compared to men (34% and 21%, respectively).
Of note, Canadians with a household income of over $100K are less likely to believe that the Maple Leafs will win the Stanley Cup (57%), compared to those who have lower household incomes (<59.9K, 39%; $60K-$99.9K, 45%).
Results are from an online survey conducted in partnership between Narrative Research and the Logit Group. The survey was conducted between September 12 – 15, 2024 with 1,230 Canadians from the Logit Group’s online Canadian Omnibus. Data were weighted based on the 2016 Census, by gender, age, and region to reflect actual population distribution, and data tables are available upon request.
For more information, please contact:
Margaret Chapman, COO & Partner, Narrative Research – 902.493.3834, mchapman@narrativeresearch.ca
OR
Sam Pisani, Managing Partner, Logit Group – 416.629.4116, sam.pisani@logitgroup.com
Narrative Research (www.narrativeresearch.ca), is a non-partisan, 100% Canadian-owned, research company, certified as a Women Business Enterprise (WBE). Narrative Research provides 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.
