Despite Monday Valentine's Day,
Canadian Couples Vow to Keep the Romance Alive

Toronto, ON - Even though Valentine's Day falls on a Monday this year, most Canadian couples aren't letting that detract from the romance they have planned, according to a new Ipsos Reid poll conducted on behalf of Pfizer. In fact, many see the benefit of a Monday V-Day, with three in ten (27%) saying it gets their week off to a good start, relationship-wise. Just 3% of Canadians in a relationship say this isn't the case, while seven in ten (70%) say it makes no difference to their week, relationship-wise, if V-Day is on a Monday or not.

Just 16% of couples say that they'll keep Valentine's Day more casual this year, on account of it falling on a Monday. Nearly half (45%), however, will still make time for romance, while four in ten (39%) say they don't usually do anything for Valentine's Day. Keeping true to the February 14th date, more Canadians will actually celebrate Valentine's Day on the Monday (30%) rather than move their celebration to the weekend (22%) - although one in ten (13%) are taking advantage of the situation and will celebrate it both on the weekend and on the Monday. One in three (35%) couples say they won't celebrate Valentine's Day at all this year.

Three in ten (27%) Canadians say that V-Day falling on a Monday necessitates a little more effort and creativity to set the mood as weekday romance is harder to pull off. But most (73%) Canadians disagree and say they'll get around it by pre-scheduling time together. Canada is set for four straight years of weekday Valentine's Days. While three in ten (27%) say that `V-Day romance is about to take a dive' in their relationship as a result, most (73%) say that `weeknight intimacy is harder to plan for but just as hot', so they'll still make time for V-Day.

In fact, two in ten (21%) Canadians in a relationship say they'll be intimate with their partner in the morning on February 14th. Residents of Atlantic Canada (26%), Quebec (25%) British Columbia (23%) are more likely than the national average to say they'll be intimate in the AM on Valentine's Day, while Ontarians (20%), residents of Saskatchewan and Manitoba (14%) and Albertans (13%) are least likely. In fact, one quarter (26%) of Canadians overall say being intimate is better in the AM, as opposed to the PM (74%).

Most (88%) Canadians in a relationship `agree' (41% strongly/47% somewhat) that they are `satisfied with how they and their partner have spent V-Day in the past'. Furthermore, four in ten (36%) `agree' (5% strongly/31% somewhat) that `V-Day serves a great purpose by helping their relationship'.

But one in three (31%) `agree' (6% strongly/25% somewhat) that they wish their partner would invest more time planning V-Day than in the past, while slightly more (39%) `agree' (5% strongly/34% somewhat) that they should invest more time planning for V-Day this year.

In the end, six in ten (63%) `agree' (28% strongly/36% somewhat) that V-Day is just a bunch of hype and doesn't help their relationship at all'. Four in ten (37%), though, `disagree' (10% strongly/27% somewhat) with that sentiment.

These are some of the findings of an Ipsos Reid poll conducted between January 24-25, 2011, on behalf of Pfizer. For this survey, a sample of 1,007 adults from Ipsos' Canadian online panel, who are currently in a relationship or married, was interviewed online. Weighting was then employed to balance demographics and ensure that the sample's composition reflects that of the adult population according to Census data and to provide results intended to approximate the sample universe. A survey with an unweighted probability sample of this size and a 100% response rate would have an estimated margin of error of +/-3.1 percentage points, 19 times out of 20, of what the results would have been had the entire population of couples in Canada been polled.

For more information on this news release, please contact:

Sean Simpson
Senior Research Manager
Ipsos Reid
Public Affairs
(416) 572-4474
[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 2009, Ipsos generated global revenues of e943.7 million ($1.33 billion U.S.).

Visit www.ipsos-na.com to learn more about Ipsos.

Ipsos, listed on the Eurolist of Euronext - Comp B, is part of SBF 120 and the Mid-100 Index, adheres to the Next Prime segment and is eligible to the Deferred Settlement System. Isin FR0000073298, Reuters ISOS.PA, Bloomberg IPS:FP