* 2.3 million Canadians (8%) attend live soccer games either occasionally or regularly.
* Teens 12 to 17 are 1.7 times more likely to attend soccer games than the average Canadian.
* 44% of soccer attendees are female.
* 57% of soccer game attendees never play soccer.
* Compared to the national average, soccer spectators are two times more likely to speak Italian and 1.8 times more likely to speak Spanish.
* In terms of yesterday exposure, the top media of soccer game attendees are TV (89%), radio (81%), and Internet (64%).
* Discovery Channel (35%), A+E (28%), and TSN (28%) are their top specialty channels. It is also notable that soccer spectators are 2.7 times more likely to watch Telelatino, when compared to the national average.
* The top radio formats among soccer game attendees are news/talk (18%), adult contemporary (13%), and mainstream top 40/CHR (12%).
Source: BBM RTS Canada Spring ’06, individuals 12+
The preceding information is from BBM RTS, a syndicated consumer-media survey of over 60,000 Canadians, conducted twice a year by BBM Canada. For more information contact Craig Dorning of BBM Canada: cdorning@bbm.ca.
