PART II Canadians and Their Memories of Salt Lake

GOLDEN REFLECTIONS: PART II Canadians and their Memories of Salt Lake Olympics on the One-Year Anniversary of Canada’s Men’s and Women’s Gold Medal Hockey Victories at the 2002 Olympic Winter Games

Public Release Date: Monday, February 24th, 2003 – 7:00 a.m. (EST)

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Washington O New York O Minneapolis O San Francisco Vancouver O Edmonton O Calgary O Winnipeg O Toronto O Ottawa O Montreal GOLDEN REFLECTIONS: PART II Canadians and their Memories of Salt Lake Olympics on the One- Year Anniversary of Canada’s Men’s and Women’s Gold Medal Hockey Victories at the 2002 Olympic Winter Games

Toronto, ONTARIO (Monday, February 24th, 2003) – Seven in ten (70%) Canadians who watched at least one of the Gold Medal hockey games during the 2002 Winter Olympics agreed that after the Gold Medal victories they felt “a greater sense of unity with my fellow Canadians than I did before” according to an Ipsos-Reid poll conducted on behalf of General Mills of Canada and released today.

In general, when asked to name their favourite moment of the 2002 Winter Olympic Games, four in ten (39%) Canadians cite the Canadian men’s gold medal hockey victory, while almost as many (37%) mention Jamie Sale and David Pelletier’s eventual gold medal victory in figure skating.

These are some of the findings of an Ipsos-Reid poll conducted on behalf of General Mills of Canada between December 12 and 19, 2002. The poll is based on a randomly selected sample of 2,003 adult Canadians. With a sample of this size, the results are considered accurate to within ± 2.2 percentage points, 19 times out of 20, of what they would have been had the entire adult Canadian population been polled. A major portion of the survey focusing upon those Canadians who watched at least one gold medal Olympic hockey game has a sample of 965, with a margin of error of ± 3.2 percentage points, 19 times out of 20. The margin of error will be larger within regions and for other sub- groupings of the survey population. These data were statistically weighted to ensure the sample's

Washington O New York O Minneapolis O San Francisco Vancouver O Edmonton O Calgary O Winnipeg O Toronto O Ottawa O Montreal regional and age/sex composition reflects that of the actual Canadian population according to the 2001 Census data.

What Effect Did Winning the Gold Medals in Hockey Have on Canadians?

Of Canadians who turned into at least one of the gold medal hockey games during the 2002 Winter Olympics, 70 percent agreed that after the gold medal hockey victories they felt “a greater sense of unity with my fellow Canadians than I did before” – with the highest proportion in Atlantic Canada (80%), among women (72%), and in a virtual tie between younger (73%) and older (72%) Canadians.

So What Were Canadian’s Favourite Moments at the Salt Lake Olympics?

Asked to name their favourite moments of the games, the top choices were the Canadian men’s hockey gold medal victory (39%), followed by Jamie Sale and David Pelletier’s eventual gold medal victory in figure skating (37%) and the women’s hockey Canadian gold medal victory (30%). Other mentions included skiing (10%), the opening ceremonies (10%), speed-skating (9%), the men’s hockey tournament (8%), the closing ceremonies (6%), and the women’s hockey tournament (6%).

Who Was Watching the Gold Medal Hockey Games?

Canadians who watched the men’s gold medal hockey game (41% of Canadians) were asked who shared the experience with them. While 18 percent of those who watched the final men’s game indicated that they watched it alone, 39 percent said they were with their husband/wife, followed by those who had children (21%), and friends (17%). The largest

Washington O New York O Minneapolis O San Francisco Vancouver O Edmonton O Calgary O Winnipeg O Toronto O Ottawa O Montreal group of husband/wife viewers were from Alberta (52%), followed close behind by Saskatchewan/Manitoba (49%), those over the age of 55 (50%), and followed by women (49%). Those bringing the children into the room were also most likely to be from Alberta (26%), and also from Atlantic Canada (25%), as well as those aged 35 to 54 (35%) and women (25%). Those who watched the game with friends were most likely to be from Ontario (22%), and British Columbia (19%), and were more likely to be younger aged 18 to 34 (35%). Those who tended to be in a large gathering (7%) were most likely to come from British Columbia (11%). Contrasting this, those who saw the game alone (18%) were most likely to be from Quebec (27%) and over the age of 55 (29%).

As for the women’s gold medal game, which 41% of Canadians watched, identical to the men’s game, 39 percent of Canadians watched it with their husband/wife, but instead of most likely coming from Alberta which was the case with the men’s medal win, the highest proportion was Saskatchewan/Manitoba (49%). Seventeen percent of those who tuned-in indicate that they did so with their children – 21 percent in Atlantic Canada and 30 percent aged 35 to 54 – and 11 percent watched it with friends.

When asked who was the oldest person watching either of these final games with them, the highest recorded number was 90 years of age (British Columbia) followed by Ontario (87), Atlantic Canada (86), Quebec (84), Saskatchewan/Manitoba (84) and Alberta (81). By contrast, the youngest members of the household were found in Ontario (1 year old), followed by Alberta (3 years old), Quebec (4 years old), British Columbia (4 years old), Saskatchewan/Manitoba (5 years old), and Atlantic Canada (5 years old).

Washington O New York O Minneapolis O San Francisco Vancouver O Edmonton O Calgary O Winnipeg O Toronto O Ottawa O Montreal -30- For more information on this news release, please contact:

John Wright Senior Vice-President Ipsos-Reid Public Affairs (416) 324-2900

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Washington O New York O Minneapolis O San Francisco Vancouver O Edmonton O Calgary O Winnipeg O Toronto O Ottawa O Montreal The following are directional regional findings. What this means is that the margin of error in the various regions is such that while the numbers point directionally to the findings, they may be higher or lower when measured against a statistical verification. As such, every time these numbers are used they should be looked at from a directional perspective.

British Columbia • Of those who watched the Olympics, 47 percent said their “most famous moment” was the men’s hockey Canadian gold medal victory followed by the women’s hockey gold medal victory (31%) and the figure-skating gold medal of Jamie Sale and David Pelletier (29%). • More B.C. spouses/partners watched the women’s final gold medal game together than the men’s game: 31 percent watched the final gold medal men’s game with their spouse/partner while 36 percent watched the women’s game with their spouse/partner. • B.C. recorded the most elderly person watching at least one gold medal game on the survey (90 years old) and had the highest age average in the country (51.6 years old average watched the game). The youngest person recorded in the survey as having watched the game in the presence of someone in B.C. was four years old.

Alberta • Forty-eight percent of Albertans who watched the Olympics indicated that the men’s hockey Canadian gold victory was their favourite moment of the Olympics. This was followed by figure-skating gold medal victories of Jamie Sale and David Pelletier (43%) and the women’s hockey gold medal victory (36%). • Albertans who watched the men’s gold medal game were the most likely in the country to have watched it with a spouse or partner (52%). • The oldest recorded individual in the survey having watched at least one of the gold medal games was 81 years of age while the youngest was three years old.

Saskatchewan/Manitoba

Washington O New York O Minneapolis O San Francisco Vancouver O Edmonton O Calgary O Winnipeg O Toronto O Ottawa O Montreal • Of those who watched the Olympics, 48 percent from Saskatchewan/Manitoba indicated that their most favourite moment was the men’s hockey gold medal victory followed then by the women’s gold medal hockey victory (35%) and tied with figure- skating – Jamie Sale / David Pelletier gold award. • Forty-nine percent of those who watched the final men’s gold medal hockey game were comprised of husband and wife/partner – the second highest in the country. As for the final women’s gold hockey game, exactly the same number got together once again.

Ontario • Of those who watched the Olympics, 45 percent of Ontarians chose the Canadian men’s gold hockey victory as their most favourite moment from the Olympics. • Ontarians were the highest number of people in the country (38%) to choose the Canadians’ women gold medal victory as their favourite moment, followed then by figure-skating gold medalists’ Jamie Sale/David Pelletier (34%). • While 37 percent of those who watched the final gold medal men’s game spent time with their spouse/partner, the highest number of respondents in the country that spent time with their friends (22%) were also in Ontario. • As for the women’s gold medal game, 40 percent of watchers in Ontario did so with their husband/wife or partner. • The oldest person recorded watching one of the gold medal games on this survey was 87 years old while the youngest was just a year old.

Quebec • While the rest of the country was enamoured with the men’s and women’s gold medal hockey as their favourite moment, understandably, Quebecers chose figure-skating gold with Jamie Sale and David Pelletier as their favourite moment (46%). • Of those in Quebec who watched the men’s final gold medal hockey game, they were the most likely to watch it by themselves (27%) when compared to the rest of the country who were watching. • The oldest person who watched one of the gold medal games as recorded in the survey was 84 years old and the youngest was four.

Washington O New York O Minneapolis O San Francisco Vancouver O Edmonton O Calgary O Winnipeg O Toronto O Ottawa O Montreal Atlantic Canada • Of those who watched the Olympics, 39 percent indicated that the men’s gold medal hockey victory was their most favourite moment followed by the women’s Canadian hockey gold victory (37%) and the figure-skating gold medal of Jamie Sale and David Pelletier (34%). • Of those that watched the men’s final gold medal hockey game, 40 percent of Atlantic Canadians were most likely to have watched it with their husband/wife/partner and were the most likely in the country to be watching it with their father/mother (including in-laws) (12%). • As for those that watched the final gold medal women’s Olympic hockey game, Atlantic Canadians were most likely have watched this with their children (21%) compared to other province-watchers. • The oldest person recorded in the survey as having watched at least one of these games was aged 86 years old with the youngest being five years old.

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