Bearing Witness to History in the Making:
One Third (32%) of Canadians Plan to Watch or Listen to President-elect Barack Obama's Inauguration on Tuesday, January 20, 2009

Toronto, ON - Tuesday, January 20, 2009, will mark the day in American history when the first African American will be inaugurated as President of the United States, and it appears that millions of Canadians want to bear witness to the live events in Washington, DC.

According to a new Ipsos Reid poll conducted on behalf of Global National Television, one third (32%)--over 7.5 million--adult Canadians plan to watch or listen to the inauguration of President-elect Barack Obama live just after noon on this coming Tuesday.

While 45% indicate that they won't watch or listen to the ceremony as it happens, another 23% are unsure of whether or not they'll watch or listen to the inauguration, meaning that the number of adult Canadian witnesses to the event may be larger indeed. And as noted, this poll does not sample the millions of younger Canadian's (below the age of 18) who will be in school that day but may also witness the swearing in ceremony on televisions set up in classrooms or gymnasiums.

• British Columbians (37%) are most likely to say they'll either watch or listen to the ceremony live, followed by those in Ontario (34%), Atlantic Canada (32%), Alberta (31%), Quebec (29%) and Saskatchewan and Manitoba (27%).
• More women (36%) than men (28%) say they'll view or listen to the proceedings live.
• Older Canadians, aged 55 and older (42%), are more likely than middle-aged (27%), aged 35 to 54, or younger Canadians (28%) to suggest they'll witness the inauguration.

These are the findings of a poll conducted on behalf of Global National from January 13 to 15, 2009. This online survey of 1016 Canadian adults was conducted via the Ipsos I-Say Online Panel, Ipsos Reid's national online panel. The results of these polls are based on a sample where quota sampling and weighting are employed to balance demographics and ensure that the sample's composition reflects that of the actual Canadian population according to Census data. Quota samples with weighting from the Ipsos online panel provide results that are intended to approximate a probability sample. Statistical margins of error are not applicable to online polls, however, an unweighted probability sample of this size, with a 100% response rate, would have an estimated margin of error of +/- 3.1 percentage points, 19 times out of 20, had the entire adult population of Canada been polled.

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.

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

About 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 2007, Ipsos generated global revenues of e927.2 million ($1.27 billion U.S.).

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