More Canadian Adults Believe in Santa Claus This Year (29%) than Last (25%)

Santa's Approval Rating Nudges Higher to 87% (Up 2 Points)

Toronto, ON - Christmas cheer appears to be building heading into the final days before Christmas, with more Canadians this year than last year believing in Santa Claus, according to a new Ipsos Reid poll conducted on behalf of CTV News.

Three in ten (29%) Canadian adults say that they personally believe in Santa Claus, up from 25% last year. Conversely, seven in ten (71%) adults don't believe in Santa, down 4 points.

Adults in Atlantic Canada are most likely (35%) to believe, while fewer in Alberta (32%), British Columbia (32%), Ontario (32%), Saskatchewan and Manitoba (24%) and Quebec (20%) believe in Santa. Interestingly, those without kids in their household are more likely (29%) than those with kids (27%) to say they believe in Santa.

Not only do more people believe in Santa, but his approval rating is higher this year than last year as well. Nine in ten (87%) Canadians say they `approve' (42% strongly/45% somewhat) of his performance over the last year, while just 13% `disapprove' (6% strongly/7% somewhat). Santa's approval rating is highest in Atlantic Canada (89%), followed by Ontario (88%), Quebec (87%), British Columbia (86%), Alberta (86%) and Saskatchewan and Manitoba (81%). Interestingly, Santa's approval rating goes up the more money one makes.

These are some of the findings of an Ipsos Reid poll conducted between December 9th to 13th, 2013, on behalf of CTV News. For this survey, a sample of 2,535 Canadians from Ipsos' Canadian online panel was interviewed online. Weighting was then employed to balance demographics to 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. The precision of Ipsos online polls is measured using a credibility interval. In this case the poll is accurate to +/- 2.2 percentage points of the entire Canadian adult population. 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
[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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About Ipsos

Ipsos is an independent market research company controlled and managed by research professionals. Founded in France in 1975, Ipsos has grown into a worldwide research group with a strong presence in all key markets. In October 2011 Ipsos completed the acquisition of Synovate. The combination forms the world's third largest market research company.

With offices in 85 countries, Ipsos delivers insightful expertise across six research specializations: advertising, customer loyalty, marketing, media, public affairs research, and survey management.

Ipsos researchers 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 and they measure public opinion around the globe.

Ipsos has been listed on the Paris Stock Exchange since 1999 and generated global revenues of e1,789 billion (2.300 billion USD) in 2012.

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