In Wake of Tiger Woods Revelations and Fallout, Canadians Split on Whether Celebrities are Entitled to Privacy

Toronto, ON - In the wake of admissions of infidelity by the world's number-one golfer and billionaire Tiger Woods, a massive amount of attention has been paid towards Woods' private life, his fall from grace and the sponsors who are now dropping him from their celebrity-endorsement contracts.

Canadians seem to be gobbling up every bit of news they can about Tiger Woods, but they are split on whether or not celebrities in general are entitled to privacy, according to a new Ipsos Reid poll conducted on behalf of Canwest News Service and Global National.

One half (51%) `agrees' (15% strongly/37% somewhat) that `celebrities really have no right to privacy because they want and create publicity about themselves'. On the other hand, one half (49%) `disagrees' (49%) that celebrities have no right to privacy, suggesting that they should in fact be entitled to some degree of privacy, and that the media should perhaps use more discretion in deciding what to report and what not to report.

With the nation split on the issue, the data reveal that some are more likely than others to believe that celebrities are not entitled privacy:

• Men (59%) are significantly more likely than women (45%) to believe that celebrities have no right to privacy.
• Quebecers (57%) and residents of Saskatchewan and Manitoba (57%) are most likely to believe that celebrities aren't entitled to any privacy, followed by Atlantic Canadians (54%), Ontarians (52%), British Columbians (47%) and Albertans (38%).
• Interestingly, those aged 55+ are most likely (57%) to believe that celebrities are not entitled to privacy, followed by Canadians aged 35 to 54 (50%) and 18-34 (46%).

These are some of the findings of an Ipsos Reid poll conducted on December 9th and 10th, 2009, on behalf of Canwest News Service and Global National. For this survey, a national sample of 1,038 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:
John Wright
Senior Vice President
Ipsos 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.

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