2010 Canadian Post Olympic Survey

Jack Jedwab Association for Canadian Studies March 9th, 2010 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 Methodology  The 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 Most Canadians say it’s how well you perform and not if you win or lose

At the Olympics it’s about whether you win or lose and not how well you perform 2010 Somewhat Somewhat Strongly Strongly agree agree disagree 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% 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 Percentage very satisfied with 2010 performance takes huge leap

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

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

Strongly agree Somewhat agree Total 2008 36 38 74

2010 53 33 86

English French Other

2008 78 67 73

2010 88 78 90 Winter Olympics motivate Canadians to participate more in sport

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

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 Somewhat Somewhat Strongly high goal Strongly agree agree disagree 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 2,4% 3,5% 1,7% 1,2% answering

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

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 Strongly Somewhat Somewhat Strongly lot more medals agree agree disagree 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 5,5% 2,6% 3,3% 5,5% not answering 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

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 Strongly Somewhat Somewhat Strongly amateur athletes agree agree disagree 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 2,4% 2,9% 4,9% 5,3% not answering Total 100,0% 100,0% 100,0% 100,0% Those most proud of performance think that aiming high is a good thing

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 Strongly Somewhat Somewhat Strongly high goal agree agree disagree 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 4,2% 4,6% 5,8% 13,9% answering

Total 100,0% 100,0% 100,0% 100,0% Pride and Money

2010 When 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 Strongly Somewhat Somewhat Strongly athletes agree agree disagree 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 2,5% 7,2% 7,7% 6,5% answering Total 100,0% 100,0% 100,0% 100,0%