The Political Landscape at Ground Level: Part II

Toronto, ON --As the 2008 election campaign gets underway, part II of an exclusive analysis by Ipsos Reid for CanWest Global examines voter preferences broken out by gender and age, rural/urban and education, and income. The analysis of a rolled up sample of 4,013 adult Canadians who were interviewed by telephone from July 8th-August 28th suggests:

• Gender and Age: The true gender gap is that the Liberals perform so poorly among men. And, there's also an age gap. The older you get, the more likely you are to be Tory. Important to note: even though the Liberals lead among youth, this group has weak attachment to voting.
• Community Size and Education: If the election were held only in rural Canada, the Tories would be flirting with a majority. The Liberals only lead among the university educated.
• Income: Not as big a factor in determining vote as some other demographics. But, the old truism that the richer you are, the more likely you are to vote Tory still basically holds.

These are the findings of a representative randomly selected sample of 4,013 adult Canadians who were interviewed by telephone from July 8th-August 28th. The results are taken from four separate polls during that timeframe and rolled up into a single data set. With a sample of this size, the results are considered accurate to within 1771.6 percentage points, 19 times out of 20, of what they would have been had the entire adult population of Canada been polled. 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.

For more information on this news release, please contact:
Dr. Darrell Bricker
President & CEO
Ipsos Reid
Public Affairs
416-509-8460
[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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