- One in six reports having watched all three games against Belgium, Croatia and Morocco
- One-quarter watched one or two of Canada’s games
December 20, 2022
The FIFA World Cup occurs once every four years and millions of people tune into the tournament, but this year was the first since 1986 that Canada played in the tournament. The Canadian men’s soccer team played in three games before being eliminated.
Our national survey results show that 15 percent of Canadians watched all three of Canada’s games against Belgium, Croatia and Morocco, while one-quarter report having watched one or two games. Six in ten Canadians did not watch any of the Canadian men’s world cup games.
Across demographics, men were more likely to have watched all games compared with women, who were more likely to not have watched any games. Gen Z Canadians (18-24 years old) are most likely to have watched one or two of the games compared to those who are older. Viewership across regions shows no appreciable differences.
Results are from a survey conducted in partnership between Narrative Research and the Logit Group. The survey was conducted online between December 8 and 10, 2022 with 2,237 Canadians, 18 years of age or older from the Logit Group’s Canadian Omnibus. Data were weighted based on the 2016 Census, by gender, age, and region to reflect actual population distribution. 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.
The question asked was:
This fall the Canadian men’s soccer team competed in the FIFA World Cup, held in Qatar. Did you…
- Watch all three games that the Canadians men’s soccer team played against Belgium, Croatia and Morocco
- Watch one or two of the games that the Canadian men’s soccer team played against Belgium, Croatia and Morocco
- Not watch any of the Canadian men’s soccer team played against Belgium, Croatia and Morocco
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 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
