Canadians Betting on The Revenant Winning Best Picture
VANCOUVER, BC--(Marketwired - February 24, 2016) - A new poll by NRG Research Group and Peak Communicators reveals that the majority of Canadians planning to tune into the 88th Annual Academy Awards will be men. Sixty-five percent of Canadian men under 35 intend to watch the Oscars hosted by comedian Chris Rock on Sunday, February 28 compared to only half of the women in the same age group.
Furthermore, out of the films shortlisted for Best Picture, the largest group of Canadians are betting on The Revenant winning -- with 37 percent of the votes. The second closest prediction is The Martian with 11 percent of votes.
Interestingly, Mad Max: Fury Road, predicted as the Best Picture winner by 6 percent overall, proves more popular among both men and women under the age of 35 (15% and 11% respectively). Despite being filmed in Alberta, The Revenant is no more popular among Albertans than the national average; instead, Albertans are more likely than those in other regions to believe The Martian will walk away with the top prize.
"It is fascinating to see the demographics of Canadians planning to tune into this entertainment telecast," says Dr. Lesley Duncan, Research Consultant with NRG Research Group. "Stereotypically we picture women following entertainment and celebrity news more closely, whereas in reality the Oscars seem to be more popular among men."
The research also looked at how the controversy surrounding the lack of diversity in this year's Oscars, as exemplified by the #OscarsSoWhite social media campaign, impacts Canadians' decision to tune in. Duncan explains: "While two-thirds of Canadians won't change their viewing habits as a result of the #OscarsSoWhite campaign, 18 percent -- predominantly men aged 18-54 -- are more likely to watch the show, and 10 percent -- mostly women aged 18-34 -- are less likely to tune in."
Last year, 6.4 million Canadians tuned into watch the Academy Awards, a 19 percent decline from the previous year. Of those polled this year, 51 percent plan to tune in on Sunday, while 27 percent plan not to and 22 percent have not yet decided. By province, residents of British Columbia are most likely to watch at 58 percent, compared with only 42 percent of viewers in the Atlantic Provinces and 38% in Manitoba.
These results are from a provincially-representative Canada-wide study of 1,000 online respondents conducted by NRG Research Group from February 16-18, 2016*.
Notes to editor:
*One thousand Canadians were asked the following three questions:
NRG Research Group is a leading Canadian public affairs and market research company, with offices in Vancouver, Calgary and Winnipeg.
Peak Communicators is one of the largest independent full-service public relations agency in Western Canada with a specialty in media relations, communication strategy, media training and digital media.
To view the Results by Demographic Categories, please visit the following link below.
Attachment Available: http://www.marketwire.com/library/MwGo/2016/2/24/11G084270/ResultsbyDemographicCategories-bb2d639408fc851590c10b21af586c30.pdf
Contact Information:
For more information, contact
Krystal Lim
Peak Communicators
604-689-5559
Klim@peakco.com
Lesley Duncan
Research Consultant
NRG Research Group
604-676-3994
lduncan@nrgresearchgroup.com