One in Three (32%) Canadians Think Gulf of Mexico Oil Spill is Top News Story of 2010

Toronto, ON - In a year that ranged from triumph to tragedy, a new Ipsos Reid poll has uncovered what Canadian believe to be the top news stories of 2010. Among a list of twelve options, one in three (32%) Canadians believe that the Gulf of Mexico oil spill is the top news story of 2010, placing it well ahead of other notable stories of the year. The oil leak, which took 154 days to cap and several failed attempts threatened wildlife along the Gulf coast for a stretch of approximately 120 miles.

Chosen by two in ten (20%) Canadians, in second position is the Haiti earthquake, a devastating disaster which saw Canada and its Armed Forces at the forefront of the relief effort. The connection with former Governor-General Michaelle Jean also brought a greater resonance to the story here in Canada.

In third position, nearly two in ten (17%) Canadians believe that the heroic rescue of the Chilean miners who were trapped underground for 69 days after an explosion collapsed the mine is the top news story of 2010. After seventeen days of being initially trapped, the infamous note sent up via a probe stating "Estamos bien en el refugio los 33" - "All 33 of us are well inside the shelter" captured the world's and Canada's attention.

In fourth place - although tied for second place in British Columbia - is the Vancouver Olympics (13%) which captured the hearts and minds of Canadians from coast to coast and was a proud display of Canadian culture and strength. Rounding out the top 5 is the WikiLeaks release of U.S. diplomatic cables (5%), which continues to resonate in the news through the end of the year.

Although Canadians named former Colonel Russell Williams Newsmaker of the Year through an Ipsos Reid poll released yesterday, just 4% believe that his trial is the top news story of 2010. A similarly small (4%) proportion of Canadians (but 9% of Ontarians), believe that the G8/G20 summits in Huntsville and Toronto is the top news story for this year.

Rounding out the list include the royal wedding announcement between Prince William and Kate Middleton (1%), the long-gun registry debate and vote (1%), the plight of Canada's veterans, the Tamil migrants ship's arrival off the B.C. coast (1%), and the long-form census issue (0% rounded down).

These are some of the findings of an Ipsos Reid poll conducted between December 9 and 14, 2010, on behalf of Postmedia News and Global Television. For this survey, a sample of 1,044 adults from Ipsos' Canadian online panel 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 adults in Canada been polled. 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:

Darrell Bricker
CEO
Ipsos Public Affairs
(416) 324-2001
[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 offerings and capabilities.

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