* There are 1.3 million Canadian adults (5%) who play hockey regularly.
* 75% of Canadian hockey players are between the ages of 18 and 44.
* 85% are men.
* 28% have an undergraduate degree or more, which is above the Canadian average education level.
* 22% have a household income of $100,000 or more per year.
* Hockey participation is slightly higher than average in the Prairie region and slightly lower in BC, Quebec, and Atlantic Canada.
* Hockey players are very active in sports in general:
o 3 times more likely to play baseball/softball and/or football compared to the average Canadian adult.
o 4 times more likely to skateboard.
o 2 times more likely to be a runner.
* Their top three media choices by yesterday exposure are: radio (92% reach), TV (89%) and Internet (63%).
* Their favourite radio formats by weekly reach are: classic rock (45%), news/talk (32%), and adult contemporary (29%).
* This group’s top three types of TV shows by weekly reach are: hockey (when in season) (84%), movies (75%), and news/current affairs (57%).
Source: BBM RTS Canada Fall ’04 / Spring ’04, individuals 18+
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.
