The 2006 North Poll: Three-Quarters (73%, Up From 70% Last Year) Approve Of Santa's Overall Performance Over Past Year

Approximately 7,200,000 Canadian Adults (30%, Unchanged From 29% In 2005) Admit To Personally Believing In Santa ClausOne In Ten Canadians (11%) Have Been “Naughty” This Year vs. 86% Who Have Been “Nice”

Saturday, December 23, 2006

Toronto, ON – Do you believe in Santa Clause? If so, a new Ipsos Reid survey reveals that you’re not alone as three in ten Canadians (30%, or approximately 7,200,000 adults – essentially unchanged from 29% in 2005) admit to personally believing in Santa Claus. Most (70%), however, don’t hold faith that Ol’ Saint Nick exists.

Regardless of whether or not they personally believe in Santa, when it comes to how they would rate Kris Kringle’s overall performance over the last year or so, three-quarters of Canadians (73%, up slightly from 70% last year) say they approve (with 37% saying they strongly approve).

But some Canadians might be expecting a lump of coal in their stocking this year, as one in ten think that over the past year they have been “naughty” (11%) versus 86% who say they’ve been “nice”.

These are the findings of an Ipsos Reid survey fielded from December 12th to December 14th 2006. For the survey, a representative randomly selected sample of 1,000 adult Canadians were interviewed by telephone. With a sample of this size, the aggregate results are considered accurate to within ± 3.1 percentage points, 19 times out of 20, of what they would have been had the entire adult Canadian population been polled. The margin of error will be larger within each sub-grouping of the survey population. These data were weighted to ensure the sample's regional and age/sex composition reflects that of the actual Canadian population according to Census data.

Three In Ten Canadians (30%, Unchanged From 29% In 2005) Admit To Believing In Santa…

Three in ten Canadians (30%) admit to personally believing in Santa Claus. Most (70%), however, don’t hold faith that Ol’ Saint Nick exists.

  • Residents of Alberta (41%) are the most likely to admit to believing in Santa Claus, followed by residents of Atlantic Canada (37%), Ontario (36%), British Columbia (29%), Saskatchewan/Manitoba (23%), and Quebec (15%).
  • Those aged 35-54 (33%) and those with household incomes of $60,000 or more (34%) are the most likely to believe in Santa Claus.

Three-quarters (73%, Up Slightly From 70% Last Year) Approve Of Santa’s Performance…

Three-quarters of Canadians (73%) say they either “somewhat approve” (36%) or “strongly approve” (37%) of Santa’s Claus overall performance over the last year or so. Fifteen percent disapprove of Santa’s performance.

  • Santa’s approval rating is highest in Alberta (83%), followed by Saskatchewan/Manitoba and Atlantic Canada (both at 76%), Ontario (75%), British Columbia (73%) and Quebec (63%).
  • Those ages 18-34 are the most likely to approve of his performance (77% vs. 72% among those age 35 and older).
  • Those with higher household incomes of $60,000 or more are the most likely to approve of Santa’s performance (78% vs. 69% among those with incomes of less than $60,000).

One In Ten Canadians (11%) Have Been “Naughty” This Year Vs. 86% Who Have Been “Nice”…

One in ten Canadians think that over the past year they have been “naughty” (11%) versus 86% who say they’ve been “nice”– a further 4% “don’t know”.

  • Residents of Saskatchewan/Manitoba (16%) are the most likely to have been “naughty”, followed by those in Ontario (12%), British Columbia (11%), Quebec (10%), Alberta and Atlantic Canada (8% in both).
  • Men are much more likely than women to have been “naughty” (16% vs. 6%).
  • Those in rural areas are more likely to have been “naughty” (15% vs. 10% among those in urban areas).

For more information on this news release, please contact:
John Wright
Senior Vice President
Ipsos Reid Public Affairs
(416) 324-2900

Ipsos Reid
Ipsos Reid is Canada's market intelligence leader, the country's leading provider of public opinion research, and research partner for loyalty and forecasting and modelling insights. With operations in eight cities, Ipsos Reid employs more than 300 research professionals and support staff in Canada. The company has the biggest network of telephone call centres in the country, as well as the largest pre-recruited household and online panels. Ipsos Reid's marketing research and public affairs practices offer the premier suite of research vehicles in Canada, all of which provide clients with actionable and relevant information. Staffed with seasoned research consultants with extensive industry-specific backgrounds, Ipsos Reid offers syndicated information or custom solutions across key sectors of the Canadian economy, including consumer packaged goods, financial services, automotive, retail, and technology & telecommunications. Ipsos Reid is an Ipsos company, a leading global survey-based market research group.

To learn more, please visit www.ipsos.ca.

Ipsos
Ipsos is a leading global survey-based market research company, owned and managed by research professionals. Ipsos helps interpret, simulate, and anticipate the needs and responses of consumers, customers, and citizens around the world.

Member companies assess market potential and interpret market trends. They develop and build brands. They help clients build long-term relationships with their customers. They test advertising and study audience responses to various media. They measure public opinion around the globe.

Ipsos member companies offer expertise in advertising, customer loyalty, marketing, media, and public affairs research, as well as forecasting, modeling, and consulting. Ipsos has a full line of custom, syndicated, omnibus, panel, and online research products and services, guided by industry experts and bolstered by advanced analytics and methodologies. The company was founded in 1975 and has been publicly traded since 1999. In 2005, Ipsos generated global revenues of €717.8 million ($853.8 million U.S.).

Visit www.ipsos.com to learn more about Ipsos offerings and capabilities.


The 2006 North Poll:  Three-Quarters (73%, Up From 70% Last Year) Approve Of Santa's Overall Performance Over Past Year

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