Mediabrands research shows 74% of Canadians eager to watch Olympics

Despite issues surrounding the Games, patriotism and interest in live sports will drive viewership of the Winter Olympics.

Mediabrands released some Olympics-focused tidbits from its recent Media in Mind study that shows the majority of Canadians are eager to tune into the games, despite the issues or controversy surrounding them.

Of those surveyed, 74% say they’re interested in the Winter Olympics, with 21% of those eager to watch saying they are “extremely interested.” The Olympics take place in Beijing from February 4 to 20.

Hockey is the event Canadians are most excited about (61%), followed by figure skating (54%), and ski jumping (45%) Рsports that the Canadian team typically excels at. Alpine skiing, snowboarding, bobsleigh, speed skating, opening/closing ceremonies, and curling also make the list of events they are most enthusiastic about.

Linear TV is the viewing method cited by 70% of respondents, making it the most popular way Canadians will be enjoying the event.

Media in Mind is a quarterly consumer pulse survey from the Mediabrands Insights team that studies the ever-evolving media landscape and how Canadians consume media. The national research involving adults 18-plus was conducted Q1 2022.

Correction: The article has been amended from its original, which stated that 95% of Canadians are interested in watching the Olympics. The 21% of those “extremelly interested” in watching the Games is a subset of the 74% who are simply “interested,” making the actual total 74%. We regret the error.