The 2.4 million (8%) of Canadians who regularly or occasionally enjoy the sport of kings also have some other interesting proclivities.

▪ They’re 3.7 times more likely than average Canadians to be intending to purchase wedding services in the next two years.

▪ They’re four times more likely than average Canadians to have purchased a pre-arranged funeral in the past two years.

▪ They’re 75% more likely to have pet fish at home than average Canadians.

▪ They’re five times more likely than average Canadians to have used a smoking cessation product in the past 30 days.

▪ They’re three times more likely to have played an online or Internet casino game in the past year.

▪ They’re twice as likely as average Canadians to have played bingo in the past year.

▪ They’re 2.6 times more likely than average Canadians to speak Chinese well enough to conduct a conversation.

▪ They’re 2.7 times more likely to have spent $250 or more on children’s shoes in the past year than average Canadians.

▪ The top three media by yesterday exposure for Canadian who go to horse races as spectators occasionally or regularly are TV (90%), Radio (87%) and Internet (62%).

▪ News/Talk (34%), Adult Contemporary (26%) and Hot Adult Contemporary (20%) are the top three formats by weekly radio reach for this group.

▪ And the top three television program types watched in an average week by horse racing fans are Movies (63%), News/Current affairs (61%) and Suspense/Drama (49%).

The preceding information is from BBM RTS Canada Spring ’08 (individuals 12+), a syndicated consumer-media survey of over 64,000 Canadians, conducted twice a year by BBM Analytics. For more information, contact Andrew Currie at acurrie@bbm.ca.