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31St Barometer of the Elcano Royal Institute

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31St Barometer of the Elcano Royal Institute BAROMETER of the ELCANO ROYAL INSTITUTE (BRIE) Nr 31 RESULTS for NOVEMBER 2012 PRESS SUMMARY Madrid, December 2012 Barometer of the Elcano Royal Institute – Results for November 2012 TECHNICAL DATA Universe: general Spanish population, aged 18 and over (including Ceuta and Melilla). Sample size: N = 1,200 interviewees. Sample size: stratified, directly proportionate to the distribution of the national population, with proportionate quotas to the national population –except for Catalonia– according to age and gender. The sample specific to Catalonia is proportionate according to age and gender for 400 interviews. Stratification by gender and age Men Women Total 18-29 112 107 219 30-44 192 181 372 45-64 180 183 363 Over 65 105 141 246 Total 587 613 1.200 N Weighting Rest of Spain 800 1.2618 Cataluña 400 0.4764 Total 1,200 Sample error: ±2.9 for global data (1,200 n); ±4.1 for subsamples (600 n), p = q = 0.5, with a confidence interval of 95.5. ±5.0% for the Catalan sample. Interview methodology: telephone (interviewee called at home). Survey period: from 6 to 19 November 2012. Average duration of interview: 18 minutes. Field work: GAD3 (formerly Gabinete de Análisis Demoscópico). 2 Barometer of the Elcano Royal Institute – Results for November 2012 1. Spain Brand Ambassadors • Spaniards have a highly positive opinion of the launch of the Spain Brand initiative, aimed to improve Spain’s image abroad: 71% consider it a good idea. The government has launched an initiative known as the Spain Brand in order to improve the country’s image abroad. What’s your opinion? Graph 1. Very good 10.5 Good 61.1 Neither good nor bad 13.2 Bad 10.3 Very bad 2.3 DK/NA 2.6 Total 100.0 • This BRIE also asked interviewees to give a score from 0 to 10 to a list of personalities, institutions and icons that might project a better image of Spain abroad. • Starting with the political sphere, the best-regarded personalities are the members of the Royal Family, followed by the former Socialist Prime Minister Felipe González and the judge Baltasar Garzón. The worst valued are currently active politicians, both government and opposition. I shall read you a list of Spanish personalities and institutions. Please assign them a score from 0 to 10 according to their capacity for projecting a favourable image of Spain abroad. Graph 2. Queen Sofía 7.0 Prince Felipe 6.8 King Juan Carlos I 6.5 Felipe González 5.5 Baltasar Garzón 5.5 Javier Solana 5.2 Jose María Aznar 4.5 Mariano Rajoy 4.2 Josep Antoni Durán i Lleida 4.2 Alfredo Pérez Rubalcaba 4.1 • In the business world the entrepreneur Amancio Ortega is considerably ahead of the rest, while it is striking that business leaders as a whole are given better scores than the average for politicians. Graph 3. Amancio Ortega 7.5 Florentino Pérez 6.3 Antonio Garrigues 5.8 Koplowitz sisters 5.8 Joan Rosell 5.5 • In terms of commercial brands, Zara is clearly in the lead, followed by Repsol, SEAT and Iberdrola. 3 Barometer of the Elcano Royal Institute – Results for November 2012 Graph 4. ZARA 7.8 Repsol 6.8 SEAT 6.7 Iberdrola 6.7 Iberia 6.6 Telefónica 6.6 Indra 6.5 Freixenet 6.5 Editorial Planeta 6.5 • The average for the cultural sphere is higher than for the previous categories. Even so, Montserrat Caballé and Plácido Domingo are well ahead, followed by Mario Vargas Llosa. Graph 5. Montserrat Caballé 8.2 Plácido Domingo 8.2 Mario Vargas Llosa 7.6 Antonio Banderas 7.5 Ferrán Adriá 7.4 Alejandro Sanz 7.3 Pedro Almodóvar 6.9 Penélope Cruz 6.8 Miquel Barceló 6.6 Isabel Coixet 6.4 • Spaniards give the highest scores to their sportsmen and women, with the national football side and Rafa Nadal in the lead. Graph 6. Spanish national football team 9 Rafa Nadal 8.9 Pau Gasol 8.6 Olympic synchronised swimming team 8.4 Fernando Alonso 8.3 Real Madrid 7.9 F.C. Barcelona 7.9 Alberto Contador 7.9 • As for journalists and opinion-makers, the favourites are the broadcaster Lorenzo Milá, the thinker Eduardo Punset and the cartoonist Forges. Conversely, the political commentator Pilar Rahola and the newspaper editor Pedro J. Ramírez are just above the pass mark. Graph 7. Lorenzo Mila 7.0 Eduardo Punset 6.9 Forges 6.7 Pepa Bueno 6.4 Angels Barceló 6.2 Fernando Savater 6.2 Carlos Herrera 6.2 Ernesto Sáenz de Buruaga 5.8 Pilar Rahola 5.4 Pedro J. Ramírez 5.2 4 Barometer of the Elcano Royal Institute – Results for November 2012 • As regards institutions, NGOs get the highest score, at 6.6, while only cultural foundations and the security and armed forces are above the pass mark. All other political and social institutions fail, to such an extent that both Parliament and government get only half the score of the NGOs. Graph 8. NGOs 6.6 Cultural foundations 5.9 State security forces 5.8 Armed forces 5.8 Judges and the judiciary 4.8 Church 4.5 Autonomous Communities 4.5 Government 4.1 Parliament 3.9 • Spaniards believe that the most appropriate icons to project a good image of Spain abroad are Don Quixote, the pilgrimage along St James’s Way and the architect Gaudí’s cathedral of the Holy Family in Barcelona. Nevertheless, traditional iconography still gets high scores, including Carmen, Joan Miró’s sun and the Osborne bull. Graph 9. Don Quixote 8.2 St James’s Way to Santiago de Compostela 8.0 Gaudí’s Cathedral of the Holy Family in Barcelona 7.9 The Cid 7.3 The Seville April Fair or Feria de Abril 7.1 King Ferdinand and Queen Isabella the Catholic 6.9 The festival of San Fermín in Pamplona 6.9 The Osborne bull 6.7 Joan Miró’s sun 6.6 Carmen 6.6 • As to cities and geographical locations, the three winners are Madrid, Barcelona and Santiago de Compostela. Graph 10. Madrid 7.6 Barcelona 7.4 Santiago de Compostela 7.4 Canary Islands 7.3 Balearic Islands 7.1 Seville 7 Bilbao 6.7 Valencia 6.6 Zaragoza 6.6 Toledo 6.6 • The clear winner among cultural institutions is the Prado Museum, half a point ahead of the Cervantes Institute and, once again, museums such as the Guggenheim and the Thyssen. 5 Barometer of the Elcano Royal Institute – Results for November 2012 Graph 11. Prado Museum 8.1 Cervantes Institute 7.5 Guggenheim Museum 7.5 Thyssen Museum 7.4 Dalí Museum 7.3 Reina Sofía Museum 7.1 City of the Arts and Sciences of Valencia 7.1 City of Culture of Santiago de Compostela 6.9 Fundación Carolina 6.3 • The top 10 ambassadors for the Spain Brand are, according to the scores awarded by those interviewed, the national football team, the two opera singers Plácido Domingo and Montserrat Caballé, and the literary character Don Quixote. Graph 12. A comparison between the overall Spanish results and the specifically Catalan sample shows that the similarities are far greater than the differences. When valuing the Spain Brand’s almost 100 icons, the Catalan choices are largely similar to those of all other Spaniards: there are only significant differences, of over 0.5, in one of every three items. It should be borne in mind that among the list a few specifically Catalan elements were introduced as a control, in general non-Catalan icons were valued equally well in Catalonia. 6 Barometer of the Elcano Royal Institute – Results for November 2012 In the cases where there are differences, which account for around 30% of the total, they are mostly attributable to the Catalans giving them a lower score than the rest of Spaniards. The most heavily penalised icons in Catalonia, with a difference of one point or more, are the football team Real Madrid, the Osborne bull advertisement, the newspaper editor Pedro J. Ramírez, the Royal Family, the Conservative politicians Aznar and Rajoy, and the Catholic Monarchs Ferdinand and Isabella. In any case, it should be highlighted that among the 100 icons there was a smaller number of specifically Catalan ones, making it more likely for the category of ‘Spanish non- Catalan icons’ to have been penalised in Catalonia. As a result, it should be highlighted that in another significant number of cases, 10 out of 30, the discrepancy is because the Catalans in all cases gave a higher score to specifically Catalan icons. For instance, Barcelona and Freixenet received a point and a half more in Catalonia than they did in the rest of Spain. Graph 13. Valuation Differences between Catalonia and the rest of Spain Real Madrid Pedro J.Ramirez, Toro Osborne Royal Family, Aznar, Rajoy, Catholic Monarchs Iglesia National football team, Government, Police, Army, Cid, Madrid F. Savater, E. Sáez de Buruaga Florentino Pérez, Sevilla, Carmen Angels Barceló, Pilar Rahola, Casa Dalí Joan Rosell Ferrán Adriá Barcelona FC Sagrada Familia Freixenet Barcelona ‐1,5 ‐1 ‐0,5 0 0,5 1 1,5 7 Barometer of the Elcano Royal Institute – Results for November 2012 2. The Paradox of the Catalans’ Pro-European and Pro-independence Stance • According to the BRIE 31’s results, based on an analysis of the responses in the Catalan sample, the Citizens of Catalonia are evenly divided as regards independence for the region, with 43% for and another 43% against. To these should be added the 15% who are still undecided. ¿Are you in favour or against Catalan independence? Graph 14.
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