Two-Thirds Plan to Watch Coverage of the Winter Olympic Games, Shows Harris Poll of U.S. Adults Before the Games Opening

Two-Thirds Plan to Watch Coverage of the Winter Olympic Games, Shows Harris Poll of U.S. Adults Before the Games Opening

Skating and Skiing Events Draw the Most Interest for Television Viewing

ROCHESTER, N.Y., Feb. 13 /PRNewswire/ -- With the Winter Olympics now underway in Torino, Italy, a large majority (65%) of U.S. adults surveyed prior to their start said they are poised to watch a least some of the television coverage. When asked what they are most interested in watching, skating (51%) and skiing (49%) events, in general, tend to be the most popular among those planning to watch the winter games. Specifically, figure skating (14%), alpine/downhill skiing (13%), ice hockey (12%), and bobsledding (10%) are the events most likely to draw viewers to their televisions.

These are results from the latest Harris Poll of 1,002 U.S. adults surveyed by telephone between February 3 and 7, 2006 by Harris Interactive(R), prior to the start of the Winter Olympics.

Watching television coverage

While many U.S. adults indicated they intend to watch some of the Winter Olympics, there are certainly some groups who are more likely than others to tune in. Differences in viewing intentions are noted by gender, age, and education level.

-- Women (69%) are more likely than men (61%) to say they intend to watch
the Winter Olympics.
-- Middle-aged (those aged 35 to 54) (67%) and older (those aged 55 and
over) (71%) adults are more likely than younger adults (those aged 18
to 34) (55%) to say they intend to watch the Winter Olympics.
-- College-educated adults are among those most likely to watch at least
some of the Winter Olympics. Seventy-one percent of adults with at
least some college, 77 percent of college graduates, and 74 percent of
those with a postgraduate degree say they plan to tune in; conversely,
approximately half (49%) of adults without a high school diploma and
three-fifths (60%) of high school graduates say they intend to watch
the Winter Olympics on television.

Events most interested in watching

It is clear that most of those who say they plan to watch at least some of the Winter Olympics are most interested in watching the events themselves rather than the ceremonial aspects of the games. Just two percent of adults who say they plan to watch the Winter Olympics were most interested in watching the opening ceremony, and only one percent say they are most interested in watching the closing ceremony. The survey results also show that men and women differ on the events they are most interested in watching.

-- Women are approximately twice as likely as men to say they are most
interested in watching skating events (62% vs. 37%), most notably
figure skating (18% vs. 9%).
-- Men are more likely than women to say they are most interested in
watching skiing events (58% vs. 42%), specifically alpine/downhill
skiing (19% vs. 9%).
-- Men are also more likely than women to say they plan to watch
bobsledding (17%, vs. 5%) and ice hockey (20% vs. 5%).

It is interesting to note that 12 percent of adults who say they intend to watch the Winter Olympics say they are most interested in watching summer events like boxing, gymnastics, and swimming, among other mentions.

TABLE 1

WATCH WINTER OLYMPICS "Do you plan to watch any of the television coverage of the Winter Olympics?"

Base: All Adults
%
Yes 65
No 34
Don't know/Refused 1

TABLE 2

WATCH WINTER OLYMPICS - BY KEY DEMOGRAPHICS "Do you plan to watch any of the television coverage of the Winter Olympics?"

Base: All Adults

Watch Winter Olympics
% Yes No
GENDER
Men % 61 39
Women % 69 29
AGE
18-34 % 55 42
35-54 % 67 33
55+ % 71 29
EDUCATION
Some HS % 49 48
HS grad % 60 39
Some college % 71 29
College grad % 77 23
Post grad % 74 25

Note: Excludes Don't know/Refused.

TABLE 3
EVENTS INTERESTED IN WATCHING
"Which events are you most interested in watching?"

Base: Plan to watch Winter Olympics

Event Total Men Women
% % %
Skating (net) 51 37 62
Skating (general mentions) 35 24 45
Figure skating 14 9 18
Speed skating 5 5 4

Skiing (net) 49 58 42
Skiing (general mentions) 36 39 34
Alpine/downhill skiing 13 19 9
Ski jumping 2 3 2
Biathlon 1 1 2
Cross country skiing 1 2 1
Freestyle skiing 1 1 *
Nordic combined * * *

Sledding (net) 13 19 7
Bobsledding 10 17 5
Luge 5 6 4
Skeleton 1 1 *

Ceremonies (net) 2 1 2
Opening ceremony 2 1 2
Closing ceremony 1 * 1

Ice hockey 12 20 5
Snowboarding 4 5 3
Curling 1 1 2

Non-Winter Olympic sports 12 12 11
All of them/everything 5 4 6
Most of it/little bit of each 1 1 1
Other 1 * 2
None/no preference 1 1 *
Don't know/refused 6 4 8

Note: Unprompted responses.
* Less than 0.5%.

Methodology

The Harris Poll(R) was conducted by telephone within the United States between February 3 and 7, 2006 among a nationwide cross section of 1,002 adults (aged 18 and over). Figures for age, sex, race, education, and region were weighted where necessary to align them with their actual proportions in the population.

In theory, with a probability sample of this size, one can say with 95 percent certainty that the overall results have a sampling error of plus or minus 3 percentage points of what they would be if the entire U.S. adult population had been polled with complete accuracy. Sampling error for the various sub-sample results is higher and varies. Unfortunately, there are several other possible sources of error in all polls or surveys that are probably more serious than theoretical calculations of sampling error. They include refusals to be interviewed (nonresponse), question wording and question order, interviewer bias, weighting by demographic control data and screening (e.g., for likely voters). It is impossible to quantify the errors that may result from these factors.

These statements conform to the principles of disclosure of the National Council on Public Polls.

J26916
QC1, QC2

The Harris Poll(R) #15, February 13, 2006

By Bill Dalbec, vice president, Public Affairs Research Group, Harris Interactive(R)

About Harris Interactive(R)

Harris Interactive Inc. (www.harrisinteractive.com), based in Rochester, New York, is the 13th largest and the fastest-growing market research firm in the world, most widely known for The Harris Poll(R) and for its pioneering leadership in the online market research industry. Long recognized by its clients for delivering insights that enable confident business decisions, the Company blends the science of innovative research with the art of strategic consulting to deliver knowledge that leads to measurable and enduring value.

Harris Interactive serves clients worldwide through its United States, Europe (www.harrisinteractive.com/europe) and Asia offices, its wholly-owned subsidiary Novatris in Paris, France (www.novatris.com), and through an independent global network of affiliate market research companies. EOE M/F/D/V

To become a member of the Harris Poll Online(SM) and be invited to participate in future online surveys, go to http://www.harrispollonline.com/.

Press Contact:
Jennifer Cummings
Harris Interactive
585-214-7720

Harris Interactive Inc. 2/06

Source: Harris Interactive

CONTACT: Jennifer Cummings of Harris Interactive, +1-585-214-7720

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