NHL Hockey Lockout 2012 - 2013

NHL Hockey Lockout 2012-13September 17, 2012Prepared by:NRG Research GroupAndrew Enns, President204-989-8986Suite 1380-1100 Melville Street Suite 403-1155 Robson StreetVancouver, BC V6E 4A6 Vancouver, BC V6E 1B5

Methodology• In an effort to gain a better understanding of the NHL lock-out situation, NRG Research Group (NRG) contacted 1001 members of the general population in the 7 Canadian cities with an NHL franchise. The objective of the study was to gather opinions regarding the newly-announced player lockout for the upcoming 2012-2013 NHL season.• NRG employed a telephone methodology with calling taking place Sunday, September 16th, 2012.• The interviewing occurred in the following cities: Montreal, Ottawa, Toronto, Winnipeg, Calgary, Edmonton, and Vancouver. The overall sample was weighted to reflect the proper demographic distribution of individuals residing within each city.• The margin of error is +/-3.1% 19 times out of 20 for the overall sample of 1000. 2

Sample Characteristics % (n=1001) Gender Male 48 Female 52 Age 18-34 30 35-54 40 55+ 29 City Montreal 25 Ottawa 6 Greater Toronto Area (GTA) 35 Winnipeg 5 Edmonton 7 Calgary 7 Greater Vancouver Regional District (GVRD) 15 3

Level of Interest in NHL Hockey Q1: When it comes to NHL hockey, would you say you are…? 100% 90% 80% 69% low to no interest in NHL 70% 60% 29% high to moderate interest in NHL 50% 41% 40% 28% 30% 20% 17% 12% 10% 0% Hardcore enthusiastic fan Interested follower Fair weather fan mainly Not a follower of NHLN=1001 all season long throughout season during playoffs hockey at all •Ottawa had the strongest percentage of high to moderate fan interest in the NHL (44%) while 80% of respondents from the GTA had little to no interest. •Interest in NHL hockey was notably higher among fans within smaller franchise markets (39%) than larger markets (27%). •Males between the ages of 35-54 represent the strongest proportion of “hardcore enthusiastic fans” at 20%. 4

Owner and Player AgreementQ2: How important is it to you that the NHL owners and players reach an agreement so the season can proceed? Is it… 9% 36% Extremely important 19% Very important Just important Not too important Not at all important 20% 16% N=1001• 52% of those surveyed believed it was either “not too” or “not at all important” for the two sides to reach an agreement.•Conversely, 28% of respondents thought that it was either “extremely” or “very important” for the NHL owners and players to workout a deal. An additional 20% indicated that it was “just important” to find a solution.•85% of Hardcore fans or Regular season followers said getting an agreement to the lock-out was important.•Respondents in Calgary and GTA were significantly more likely to note that this issue was “not important” while those fromMontreal, Ottawa and Winnipeg were significantly more likely to indicate that reaching of an agreement was important.•Males 18-34 and females 55+ were the only age groups that indicated that reaching an agreement was important. 5

The Lock-Out Issues Q3: Do you think that NHL players are Q4: Do you agree or disagree that NHL generally overpaid, underpaid or paid owners should agree to more revenue about right? sharing between teams so the teams with higher revenues will subsidize teams with lower revenues? Agree, need more revenue sharing Disagree, dont need more revenue sharing 31% Overpaid Underpaid 21% N=1001 Paid about right 55% 3% 62%N=1001 •Regardless of interest in NHL hockey, the majority of those surveyed•The majority of those surveyed indicated that NHL players were either agreed that there should be increased revenue sharing among NHL“overpaid” (55%) or “paid about right” (31%). teams.•Approx. 1 in 10 people surveyed either did not care or were unsure. •Support for revenue sharing was strongest out of Edmonton (70%) and•Half of hardcore fans felt that NHL players were “paid about right” Montreal (66%) while the weakest support was shown from respondentswhile the majority of other fans believed that they were “overpaid”. in Ottawa (51%) and the GVRD (57%).•Only males 18-34 indicated “paid about right” more often than •A comparison of big and small market franchises shows similar levels of“overpaid”. support as six out of ten respondents are in favour of such redistribution. 6

Angry at Most Q5: When thinking about the NHL lock-out, who are you MOST angry with? Is it…? All parties equal 35% Nobody 26% Gary Bettman, the NHL Commissioner 13% 22% of respondents are angry with Gary Bettman/NHL owners The team owners 9% The players 5% Only 7% blame NHL players/Donald Fehr Donald Fehr, head of the NHL Players Association 2% N=1001•Among Hardcore fans, there was a tie between “all parties equal” and “Gary Bettman” for who they were most angry with regarding the NHLlock-out (39% apiece).• For individuals identified as non-followers of the NHL, 40% believe that it was nobody’s fault while a third indicated that all parties wereequally to blame for the situation.•Of the 7 cities surveyed, all but the GVRD were likely to distribute anger equally across the groups. In the GVRD, the response of “nobody”was slightly more common than “all parties equal”.•Only females 18-34 indicated “nobody” more often than “all parties equal”. 7

NHL Hockey Lockout 2012 - 2013

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