Amid Tiger's Return to the Tees,
Most (64%) Believe He Has Handled Himself Well and
Deserves the Chance to Get on With
His Life and Career (86%)

Toronto, ON - As Tiger Woods returns to the golf circuit from seclusion and his stint in sex rehab as a result of admitting to multiple affairs over the past number of years, a new Ipsos Reid poll finds that most Canadians believe that "what's done is done" and that he deserves to get on with his life.

Ironically, the poll which shows support for Tiger and even his potential redemption as a youth role model comes as a new Nike ad using a voice-over of Tiger's late father Earl Woods is taking center stage, giving way to controversy, parody and comic ridicule. It remains to be seen what the actual effect of the ad will be, but as far as Canadian audiences are concerned it may be serving more to remind them of Tiger's shortcomings when they had already moved to the next stage in their personal assessment of his performance on or off the course.

In light of his confessions, apparent contrition and his resulting self-imposed rehabilitation, two in three (64%) `agree' (24% strongly/39% somewhat) that `Tiger Woods has handled himself well throughout this personal experience', while just tree in ten (29%) `disagree' (12% strongly/17% somewhat) that he has. One in ten (7%) don't know. On the other side of the coin, just four in ten (38%) `agree' (10% strongly/29% somewhat) that the `media have been respectful of Tiger and his family'; a majority (56%) `disagrees' (34% strongly/22% somewhat) that the media have been respectful of Tiger's situation.

Perhaps related to the belief that most believe he has handled himself well, almost all (86%) Canadians `agree' (55% strongly/31% somewhat) that `whatever Tiger Woods has done in his private life of late is now in the past and he deserves to get on with his life and career'. Few (11%) believe (5% strongly/6% somewhat) he doesn't deserve that opportunity, and 3% don't know.

Holding on to some hostility towards Tiger Woods as a result of his indiscretions, three in ten (30%) `agree' (12% strongly/18% somewhat) that they have `lost faith in Tiger Woods as a person and just can't get past what he's done'. However, most (62%) Canadians are prepared to forgive arguably the greatest golfer of all time, `disagreeing' (36% strongly/26% somewhat) that they can't get past what he's done. One in ten (8%) are undecided.

The much anticipated return of Tiger Woods to a game that many say isn't as exciting without him has brought even more media attention than normal to the Masters in Augusta, Georgia. But what is unclear is whether Tiger's triumphant return to the links will result in higher TV ratings as equal proportions of Canadians say they're more likely (18%) as less likely (20%) to turn into the Masters to Watch Tiger's return. Four in ten (44%) say Tiger's return has no impact on their likelihood of watching the Masters, while two in ten (16%) say they simply don't care.

In a world that desperately needs solid role models for its youth, a majority (57%) of Canadians `agree' (25% strongly/32% somewhat) that `Tiger Woods can redeem himself and be a role model for youth again', however four in ten (38%) believe he has lost his lustre in this regard, `disagreeing' (19% strongly/18% somewhat) that he can once again be an effective role model for youth. Just 5% are undecided on the matter.

Similarly, a majority (55%) `agrees' (21% strongly/34% somewhat) that `it's time that sponsors return to endorse him', while four in ten (37%) don't yet believe (17% strongly/20% somewhat) that the time has come for corporate endorsements to return to Tiger Woods.

These are the findings of an Ipsos Reid poll conducted on behalf of Canwest News Service and Global Television from April 6 to 8, 2010. For the survey, a representative randomly-selected sample of 1,003 adult Canadians was interviewed by telephone. With a sample of this size, the results are considered accurate to within 177 3.1 percentage points, 19 times out of 20, of what they would have been had the entire adult population of Canada been polled. The margin of error will be larger within regions and for other sub-groupings of the survey population. These data were weighted to ensure that the sample's regional and age/sex composition reflects that of the actual Canadian population according to Census data. All sample surveys and polls may be subject to other sources of error, including, but not limited to coverage error, and measurement error.

For more information on this news release, please contact:
John Wright
Senior Vice President
Ipsos Reid Public Affairs
(416) 324-2002
[email protected]

About 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 600 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.

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