Jack Jedwab Association for Canadian Studies

March 9th, 2010

2010 Canadian Post Olympic Survey

Opinion on Canada’s Olympic Performance in Comparison

The 2010 winter Olympic Games are now part of the record books, There was much initial concern during the first week of the games that Canadians were headed towards a dismal medal performance. By the end of the Games however the concern seemed to have diminished as Canada came home with 26 medals, 14 of them gold medals thus establishing a new record for a winter olympic games. Following the two previous Olympic Games (summer 2004 and Winter 2006) the firm Decima Research conducted surveys for the Department of Canadian Heritage to gauge Canadians’ satisfaction with the country’s performance in the Games, their views on funding for Olympic sports and amateur athletes and their perspective on Canada’s place internationally when it comes to sports achievement. In 2008, the Association for Canadian Studies commissioned Leger Marketing to put similar questions to the population. In the aftermath of the 2010 Olympic Games, the ACS yet again put similar questions to the population around thir performance in the 2010 games. As Canada tends to perform better in the Winter Olympics than in the Summer Games, comparisons may make more sense between 2004 and 2008 and 2006 and 2010. Nonetheless that which follows will consider where relevant we have considered all three Games

MethodologyThe Association for Canadian Studies

commissioned the firm Leger Marketing to conduct this survey and the questions were fielded between September 10 and 12, 2010. Some 1500 people were surveyed via web panel with a margin of error of 3.9 points 19 times out of 20.

Questions Winning is Everything?It’s not if you win or lose but how you play the game

81% say that adult pressure to win I taking the joy out of sport for

children-Decima July 2008 survey for dept of can heritage

Most Canadians (58%) strongly disagree

that the only reason to play sports is to win

The majority of Canadians disagree (69%) that to good at

sport you have to be born with natural talent

At the Olympics it’s about whether you win or lose and not how well you perform

2010Strongly agree

Somewhat agree

Somewhat disagree

Strongly disagree

18-24 years of age 7,3% 25,8% 40,4% 19,7%

25-34 years of age 7,3% 24,0% 36,2% 31,3%

35-44 years of age 4,4% 28,8% 25,4% 35,3%

45-54 years of age 9,8% 19,6% 25,5% 43,1%

55-64 years of age 8,4% 21,1% 25,6% 42,7%

65-74 years of age 10,1% 19,8% 29,1% 40,1%

75 years of age or older 25,6% 12,8% 28,2% 30,8%

Total 8,3% 22,9% 29,6% 36,1%

Most Canadians say it’s how well you perform and not if you win or lose

Satisfaction with Olympic Performance Reaches New Height

95% were satisfied with Canada’s performance in the 2010 Winter Olympics in Vancouver

72% of Canadians were satisfied with Canada’s performance at the 2008 summer Olympics in Beijing

87% were satisfied with Canada’s performance in the 2006 Winter Olympics in Turin

59% were satisfied with Canada’s performance in the summer games in Athens

How satisfied are you with Canada's overall performance at the Olympic Games?

Somewhat satisfied Very satisfied

2004 36,2% 12,4%

2006 38,8% 48,6%

2008 25.0% 46.7%

2010 20.6% 74.9%

Percentage very satisfied with 2010 performance takes huge leap

  When Canadian athletes win medals at the Olympics I feel a stronger sense of pride in Canada

Strongly agreeSomewhat

agree Total

2008 36 38 74

2010 53 33 86

English French Other

2008 78 67 73

2010 88 78 90

Two in three Canadians feel greater sense of pride when Canadians win Olympic medals

Total Agree-The Olympic and Para Olympic Games motivates me to participate more in sport

2008 2010

Canada 25 41

18 to 24 47 52

25 to 34 31 39

35 to 44 23 49

45 to 54 21 40

55 to 64 17 32

65 years or older 16 33

Winter Olympics motivate Canadians to participate more in sport

Canadians view of ourselves as leading

sports nation rises in winter In the 2006 winter Olympics more than three in four

Canadians surveyed described Canada as a leading sports nation

In 2008 some one in three Canadians held this view In 2010 a record 82.5% of Canadians held the view that

Canada is a leading sports nation In 2008 23% of francophones held this view as did 33% of

anglophones and 30% of allophones. In 2010 the figures rose to 76%, 87% and 78% for francophones, anglophones and allophones respectively

Own the Podium Vindicated: Canadians agree with

more funds and high medal targets The results of polls conducted after the games in 2004 and 2006, showed

that about 61% of Canadians were in favor of increasing funding to our athletes. The 2008 results show an 11 point increase in the total percentage that 72% in agreement with increased funding a percentage unchanged in 2010

In 2004 54% of Canadians agreed that federal funding should be targeting those sports with the greatest potential for medal success.  In 2006, 70% of Canadians agreed with the statement but a low emerged in 2008 with  33% of Canadians holding this view. In 2010 the percentage dropped further to 23%

39.5% of Canadians agree that “Canada’s Olympic organizers set unrealistic medal goals for Canada at the Vancouver games”

77% agree that regardless of the medal total, it is good that Canada’s Olympic organizers set a very high goal

36% disagree that investing more money in Canada’s athletes will not result in winning a lot more medals

Performance and Funding-The Win-Win Argument If we do poorly in the Olympics do we need

more funds to do better? (i.e. if we do poorly do we attribute to lack of funds)

If we do well is it because of the funding? And if so do we agree that more funding will make us do better?

2010 Canada’s Olympic organizers set unrealistic medal goals for Canada at the Vancouver games

Regardless of the medal total, it is good that Canada’s Olympic organizers set a very high goal Strongly agree

Somewhat agree

Somewhat disagree

Strongly disagree

Strongly agree 28,0% 26,7% 35,0% 69,4%

Somewhat agree 28,0% 47,6% 53,0% 20,4%

Somewhat disagree 33,9% 20,9% 8,6% 3,1%

Strongly disagree 7,7% 1,4% 1,7% 5,9%

I don't know / I prefer not answering

2,4% 3,5% 1,7% 1,2%

Total 100,0% 100,0% 100,0% 100,0%

Even if the goals are unrealistic it is good to set them high

2010 At the Olympics it’s about whether you win or lose and not how well you perform

Investing more money in Canada’s athletes will not result in winning a lot more medals

Strongly agree

Somewhat agree

Somewhat disagree

Strongly disagree

Strongly agree 21,1% 7,4% 5,6% 6,2%

Somewhat agree 28,1% 28,1% 23,2% 15,1%

Somewhat disagree 17,2% 37,2% 47,7% 31,4%

Strongly disagree 28,1% 24,6% 20,3% 41,8%

I don't know / I prefer not answering

5,5% 2,6% 3,3% 5,5%

Total 100,0% 100,0% 100,0% 100,0%

Those who think it’s how well you perform less

likely to believe more money gets more medals

At the Olympics it’s about whether you win or lose and not how well you perform

The federal government should increase the current level of financial support for Canada’s amateur athletes

Strongly agree

Somewhat agree

Somewhat disagree

Strongly disagree

Strongly agree 37,0% 30,5% 24,9% 37,2%

Somewhat agree 28,3% 42,2% 47,9% 41,3%

Somewhat disagree 14,2% 17,8% 18,0% 12,0%

Strongly disagree 18,1% 6,6% 4,2% 4,2%

I don't know / I prefer not answering

2,4% 2,9% 4,9% 5,3%

Total 100,0% 100,0% 100,0% 100,0%

Even if they agree it’s about performance and not winning or losing all favor increased funding

for our athletes

When Canadian athletes win medals at the Olympics I feel a stronger sense of pride in Canada

Regardless of the medal total, it is good that Canada’s Olympic organizers set a very high goal Strongly

agreeSomewhat

agreeSomewhat

disagreeStrongly

disagree

Strongly agree 48,1% 24,1% 21,2% 15,2%

Somewhat agree 35,8% 52,8% 41,3% 26,6%

Somewhat disagree 9,6% 15,7% 29,8% 26,6%

Strongly disagree 2,2% 2,8% 1,9% 17,7%

I don't know / I prefer not answering

4,2% 4,6% 5,8% 13,9%

Total 100,0% 100,0% 100,0% 100,0%

Those most proud of performance think that aiming high is a good thing

2010When Canadian athletes win medals at the Olympics I feel

a stronger sense of pride in Canada

The federal government should increase the current level of financial support for Canada’s amateur athletes

Strongly agree

Somewhat agree

Somewhat disagree

Strongly disagree

Strongly agree 43,3% 18,4% 21,2% 11,7%

Somewhat agree 41,4% 46,5% 46,2% 19,5%

Somewhat disagree 10,0% 20,8% 20,2% 26,0%

Strongly disagree 2,8% 7,0% 4,8% 36,4%

I don't know / I prefer not answering

2,5% 7,2% 7,7% 6,5%

Total 100,0% 100,0% 100,0% 100,0%

Pride and Money