UNews - Toronto Raptors

Bibby survey shows football thriving in Canada

trevor.kenney — Fri, 22 Nov 2013 23:04:05 +0000

A new national survey has found fan interest in pro football to be remarkably robust as the 101st Grey Cup game approaches this Sunday in Regina.

While hockey continues to be followed by a nation-leading 46% of Canadians, 33% now say that they are close followers of the CFL and/or the NFL – well above the 20% who indicate they follow Major League Baseball. Just under 10% of Canadians report that they closely follow either the NBA or Major League Soccer.

The on-line survey of 1,505 Canadians was carried out in early November by sociologist Dr. Reginald Bibby of the ��Ѹ��Դ��߿�Ƭ of Lethbridge and pollster Angus Reid Global, as part of their joint research on The Future of Life in Canada.

What will surprise many people is the finding that 26% of people across the country say that they follow the CFL, compared to 21% for the NFL. Of these fans, 14% follow both leagues, while 12% follow only the CFL and 7% have eyes for only the NFL.

Combined with Bibby’s earlier Project Canada national surveys, the latest poll shows that, since 2005 and the end of hockey lockout, interest in the NHL has jumped from 30% to 46%. In the past decade or so, both the CFL and NFL have seen their fan bases increase by about 10 percentage points. Key factors influencing the growing interest in all three leagues would seem to include accelerated coverage, led by television, print media, and Internet-related platforms. The CFL’s resilience is particularly remarkable and unexpected, given the massive media exposure and corporate support that the NFL receives on both sides of the border.

Major League Baseball had a following of some 25-30% of Canadians when the Blue Jays were winning World Series in 1992 and 1993. The fan base dropped to below 15% by 2005 but, fuelled perhaps by expanded coverage and new hope for the Jays in recent years, now stands at 20%.

The NBA had a following of 4% of the population in 1990. With the arrival of the Raptors and Grizzlies in 1995, that figure increased slightly to 6% and then nudged up to 8% by 2000 – the same year Vancouver lost its team to Memphis. Today the NBA’s national fan base remains at 8%.

Major League Soccer, in Toronto since 2007 and now in Vancouver (2011) and Montreal (2012), is followed closely by 9% of Canadians – about the same percentage of fans as the NBA.

Regionally, west of Ontario and in Quebec, interest in the CFL is second only to hockey. In Ontario and in Toronto specifically, hockey reigns and interest in Major League Baseball is
considerably higher than in the rest of the country and there is slightly more interest in the NFL than the CFL. That said, combined interest in pro football is slightly higher than baseball – even in Toronto (35% versus 32%). In Toronto and the rest of Ontario, NBA fans number under 15%, with the figure under 10% for Major League Soccer. In the Atlantic region, hockey is no. 1 with baseball and football close to even but a distant no. 2.

These survey findings offer a reading on the interest in professional sport in Canada that help to clarify reality.

Contrary to rumour, not everyone is a wild-eyed hockey fan. Nonetheless, close to 1 in 2 Canadians are closely following the National Hockey League.

Enthusiasm about the Canadian Football League is not limited only to Grey Cup week; some 1 in 4 people across the country follow the league closely all season long.

The massive media exposure and corporate support of the National Football League has contributed to growth in interest in the NFL. But, as something of a cultural miracle, the CFL nonetheless has a greater national following. Ironically, the intense marketing of American football may be helping to “sell” football, Canadian-style.

Major League Baseball, as with the NFL, has a fan base that consists of about 1 in 5 Canadians. To a large extent, the popularity of MLB will undoubtedly rise and fall with the success of the Blue Jays. But its following of some 30% in the early 1990s will be difficult to match, given the increasingly crowded sports marketplace and the growth of fan interest in both the NHL and pro football. Losing all our Triple-A clubs, along with the Expos, hasn’t helped.

Bibby Finds Major Decline in Teenage Interest in Pro Sports

trevor.kenney — Fri, 07 Aug 2009 20:39:23 +0000

Every league – including the NHL – suffering a drop in market share

Canada is supposedly a hockey-mad country with an insatiable appetite for the National Hockey League. But surprising new research findings reveal that Canadian interest in the NHL has actually declined over the past two decades.

What's more, the proportion of teenagers who follow the National Hockey League (NHL) is lower in Toronto than in any of Canada's six NHL cities.

The research, carried out by sociologist Reginald Bibby of the ��Ѹ��Դ��߿�Ƭ of Lethbridge and published in his new book, The Emerging Millennials, shows that since about 1990, teenage interest in the NHL has dropped from 45% to 35%.

Among adults, the percentage of fans has slipped from about 35% to 30%. The teenage decline in interest extends to all other major sports as well.

- During the glory days of the Blue Jays in the early 1990s, 33% of teenagers said they were following Major League Baseball (MLB). Today that figure stands at only 10%.

- Despite the presence of the Toronto Raptors, interest in the National Basketball Association (NBA) among teens is actually lower today (21%) than it was in the early 90s before the league expanded to Canada (27%).

- For all the exposure the National Football League (NFL) has been receiving, teenage interest has fallen from 26% to 19% over the past two decades.

- In the case of the Canadian Football League (CFL), just 14% of teens say they are currently following the league, down from 22% in the early 1990s.

"What these findings point to is the fact that the entertainment choices of young people and the rest of us have exploded," Bibby said.

"In addition, growing numbers of teens have come to Canada from countries where their sports choices have been led by soccer and basketball, rather than hockey, baseball, or football. And then there has been the ineptitude of the Maple Leafs. The result is that, in Ontario alone, the proportion of teenagers who closely follow the NHL has dropped from 40% in 1992 to 28% in 2008."

Bibby said that the patterns reflect in large part what some observers of social trends refer to as the "death of the monoculture" – where diverse consumer options are resulting in ever-increasing individual choices. It's true of music, fashion, lifestyle – and pretty much everything else.

Bibby's latest youth survey has found that "the monocultural casualties" extend to things like drinking, smoking, and sex. "Even 'vices' now have to compete for teenage attention," Bibby said. So it is that interest in the National Hockey League has taken a serious hit.

"Forget the rhetoric about the NHL needing to add teams in Canada because the country is in love with hockey," Bibby said.

"These findings suggest the NHL needs to add teams in Canada in order that more Canadians – starting with young people – will fall in love with hockey. As a key part of their attractiveness, of course, those new teams need to be competitive and entertaining – shortcomings that have been particularly blatant in the case of the Maple Leafs."

Bibby said his research also indicates that, as teens move into their 20s and 30s and beyond, their following of any given league or sport will come and go in keeping with what they consider to be of interest and value.

"For example, in the past two decades, teen interest in the NBA has waned as they have aged, while their interest in the CFL has increased. Obviously the sports one follows as a single teenager are not necessarily the sports one follows as a married parent."

The research message? Canadians' interest in hockey is hardly innate. The NHL, like every other sport, is going to have to work harder to retain and expand its market share. More Canadian teams, more accessible and affordable tickets, and a winning team in Toronto might be good places to start.

Reginald Bibby has been monitoring Canadian social trends since the mid-1970s, making his findings available through eleven best-selling books. His most recent book is The Emerging Millennials: How Canada's Newest Generation is Responding to Change and Choice (for details visit http://www.reginaldbibby.com).

The current Project Teen Canada survey was concluded in late 2008, and consists of a highly representative sample of more than 5,500 teenagers. Results are accurate within about plus or minus 3 percentage points, 19 times in 20.

Graphs which outline the research findings can be found below.

Uploaded with plasq's Skitch!

Uploaded with plasq's Skitch!

UNews - Toronto Raptors

Bibby survey shows football thriving in Canada

Related Topics

Bibby Finds Major Decline in Teenage Interest in Pro Sports

Related Topics