Election 2015 started as a three party race. Countdown to 2019 begins with the NDP well back.

A year from now, we will likely be in the middle of the 2019 federal election. Over the past 5 days, we polled 2,000 Canadian adults how they are seeing their political choices and how they feel about their political leaders.

Here are the highlights as we see them:

If Canadians voted today, our latest numbers indicate the Liberals would prevail.  Mr. Trudeau’s party would outpoll the other parties everywhere but in the Prairies. Notably, the Liberals find similar levels of support in BC as they won in 2015, despite the controversial Trans Mountain pipeline debate.

Having said that, trend lines of late have made it clear that Liberal support can rise and fall and that the Conservatives are considerably more competitive than they were a year ago.

Nationally, voting inclinations show the Liberals with 38% support, the Conservatives with 34%, the NDP at 17%. Liberal support in Ontario has strengthened in our latest wave of data, perhaps as a function of the settling out of provincial political influences.

The Liberals lead by 10 in BC, by 9 in Ontario, by 18 in Quebec and by 8 in Atlantic Canada. The Conservatives lead by 37 in Alberta and 18 in the other two Prairie provinces.

Approval of the federal government performance stands at 44% and has been stable for the last 3 months while disapproval is down to 37% from a high of 41% in late winter/early spring 2018.  Approval is 44% or higher everywhere except in the Prairies and stands at 47% in Ontario.

IMPRESSIONS OF POLITICAL LEADERS

As we regularly do, we asked respondents for their opinion of political leaders.

Justin Trudeau elicits 44% positive opinion and 37% negative for a net +7.  Again, regional differences are important to note: Mr. Trudeau’s net positive scores are +11 in Ontario,  +12 in BC and +15 in Quebec.

Conservative leader Andrew Scheer has 25% positive and 26% negative opinion (-1).  His positives and negatives have both risen by roughly equal amounts over the last year.  Mr. Scheer’s numbers are considerably stronger on the Prairies, and softer in BC (-8) and Ontario (-8).

NDP leader Jagmeet Singh finds 20% positive opinion, and 28% negative (-8).  Compared to when he assumed the leadership his negatives are 11 points higher, and his positives 2 points higher. Mr. Singh’s negatives are higher than his positives in every region today, including BC where he is running for a seat.

Maxime Bernier, leader of the new People’s Party of Canada, finds 9% positive and 32% negative opinion (-23).

Bernier’s image is starting out negative across the country and among all party voters. While he is more known in Quebec, only 12% of Quebecers have a positive impression of him with 40% have negative views (-28).

Green Party leader Elizabeth May has 22% positive, 23% negative for a net of -1. In BC, 31% have a positive impression of her compared with 25% negative (+6).

To provide a bit of added context we included popularity measures for Doug Ford (-30), Rachel Notley (-6), Bernie Sanders (+23), Hillary Clinton (+2) and Donald Trump (-71). In Alberta, Ms. Notley is 24% positive – 44 negative (-20).  In Ontario Doug Ford is 24% positive – 51% negative (-27).

UPSHOT

According to Bruce Anderson: “Heading into the last election, the Liberals needed to fight for a share of voice against the incumbent Conservatives and an NDP which was the Official Opposition party led by the high-profile Thomas Mulcair.

Today, the Liberals have accumulated some of the scars of incumbency, and the Conservatives don’t have a broadly unpopular leader.  But as important as these factors are in creating a different starting point,  the biggest X-factor heading into 2019 will be the role of the NDP.

There remain many voters who would consider voting either Liberal or NDP but whose choice will be influenced by whether they warm to the new NDP leader or feel the NDP is competitive in their riding or across the country. These current numbers suggest NDP provincial gains in Ontario have not sparked a broader interest in support for the party at the national level, and a weak NDP in Quebec, Ontario, and BC make for a more promising landscape for the Liberal Party and a bigger challenge for Conservatives to overcome.”

According to David Coletto: “The competitive national race between the Liberals and Conservatives overlooks a tougher provincial landscape for the Conservatives. With large leads in Quebec, Ontario, BC, and Atlantic Canada, the Liberals would likely win another majority government if an election was held today.

Despite a fairly turbulent summer involving the Trans Mountain pipeline, border crossings, and NAFTA negotiations, support for the Liberals has held steady nationally and appears to have rebounded in Ontario after the provincial election. More people like Prime Minister Trudeau than dislike him and the government’s approval rating has held steady since March.

While Andrew Scheer’s Conservatives are in striking distance, competition from Maxime Bernier might complicate his path to victory. For the NDP, there’s still opportunity but impressions of Mr. Singh have become less positive and more negative over the summer months.

The bottom line: as long as the federal government’s approval rating is in the low to mid-40s which it has been since the spring, the Liberals will be tough to beat.”

METHODOLOGY

Our survey was conducted online with 2,000 Canadians aged 18 and over from September 14 to 19, 2018 2018. A random sample of panelists was invited to complete the survey from a set of partner panels based on the Lucid exchange platform. These partners are double opt-in survey panels, blended to manage out potential skews in the data from a single source.

The margin of error for a comparable probability-based random sample of the same size is +/- 2.2%, 19 times out of 20.  The data were weighted according to census data to ensure that the sample matched Canada’s population according to age, gender, educational attainment, and region. Totals may not add up to 100 due to rounding.

DETAILED TABLE

Ottawa residents want progress on LeBreton Flats redevelopment

Most residents, including 67% of Sens fans, support the NHL stepping in to get the project moving forward.

The Capital Build Taskforce, a sub-committee of the Ottawa Board of Trade focused on supporting key economic development in the National Capital Region, commissioned local polling firm Abacus Data to conduct a survey of Ottawa residents. The survey of 600 residents asked their views and perceptions on the LeBreton Flats Redevelopment project.

Here are the key findings:

ALMOST SEVEN IN TEN OTTAWA RESIDENTS THINK THE REDEVELOPMENT OF LEBRETON FLATS WILL BE A GOOD OR GREAT THING FOR THE CITY.

Support for redeveloping LeBreton Flats was consistent across Ottawa but those living in South, Central and East Ottawa and Orleans were particularly excited about the potential of the project as were residents aged 60 and over.

DESPITE THE EXCITEMENT FOR THE PROJECT, MANY OTTAWA RESIDENTS WANT MORE INFORMATION AND FEEL THE PROJECT MAY BE DELAYED.

The remainder of the survey explored public attitudes and awareness of the LeBreton Flats redevelopment project’s progress. The survey found that:

Four in ten Ottawa residents have been following news about the development at LeBreton Flats closely. Ottawa Senators fans were twice as likely to be following news of the story closely than non-fans (50% vs. 25%).

Despite the interest, almost half of Ottawa residents feel that there has not been enough public information about the project. 49% say there has not been enough information, compared with 45% who feel there has been enough information and 6% who say there has been more than enough.

This feeling is consistent in all regions of the city and exists even among those who have been following the issue closely.

Despite the lack of information, there’s a sense in the community that the project is running behind schedule. 42% feel this way while 22% feel the project is running ahead or on schedule. One in three aren’t sure about the schedule.

Among those paying closer attention to the issue, 50% think it’s running behind while 36% think it’s running on or ahead of schedule.  44% of Ottawa Senators fans think it’s running behind schedule.

When told that the events centre included in the redevelopment of LeBreton Flats is slated to open by Fall 2023, most residents have doubts that it will be done on time. 43% feel the event centre might or might not open by fall 2023 while 28% feel it’s unlikely or certain to not happen by that time.

There is even some concern that the project may not be completed at all: 15% of Ottawa residents feel that the project is certain not to or unlikely to be completed while 38% are more confident that the project will eventually be completed. Those following the project closely are more skeptical with 23% saying it’s unlikely that the re-development will ever be completed.

IF SENATORS OWNER EUGENE MELNYK DRAGS HIS FEET, RESIDENTS WANT THE COMMUNITY TO RALLY TO MOVE THE PROJECT FORWARD.

When told that some people in Ottawa feel that Senators owner Eugene Melnyk is delaying progress on the project because he feels the development is risky because of another project nearby and is concerned about ticket sales, most across the city agree that the business community should rally together and do whatever is necessary to get the project moving ahead on time.

Ottawa Senators fans were more likely to feel this way.

Another eight in ten residents agree that “the LeBreton Flats project is so important for Ottawa’s future that community leaders and residents need to stand up publicly.” This feeling is more intensely felt among those following the project closely (86%), among Ottawa Senators fans (88%), and those who think the project will be a great or good thing for the city (85%).

MOST RESIDENTS WOULD EVEN SUPPORT THE NHL STEPPING IN TO GET THE PROJECT DONE.

60% of residents and 67% of Ottawa Sens fans would support NHL Commissioner Gary Bettman and the NHL getting involved to ensure the project moves ahead on time.

THE OTTAWA SENATORS HAVE MUCH TO GAIN BY MOVING THE TEAM TO LEBRETON FLATS. MOST OTTAWA RESIDENTS ARE OTTAWA SENATORS FANS AND THE IMPORTANCE OF THE LEBRETON REDEVELOPMENT PROJECT TO THE FRANCHISE REMAINS CLEAR.

Most Ottawa residents identify as Sens fans and the distribution of them across the city confirms why a downtown event centre at LeBreton Flats is important to the Senators organization’s long-term viability.

  • 65% of those who think the redevelopment of LeBreton Flats will be a great or good thing for Ottawa are Sens fans.
  • East Ottawa and Orleans residents are more likely to be Sens fans than residents in any other part of the city. 71% of East Ottawa/Orleans residents say they are Sens fans compared with 61% in the West/Kanata, 62% in the South end of the city, and 54% in central Ottawa.

THE UPSHOT

The LeBreton Flats redevelopment is a project that most feel will mean good things for the city, but many residents, including those most excited about the project, Sens fans, feel there hasn’t been enough information about the project. Many feel the project is running behind schedule and about a quarter of residents believe the project will likely miss its 2023 target completion date.

It’s no surprise then that most agree that the community should rally to get the project moving, especially Sens fans. Most would even support the NHL stepping in to make sure the project moves forward – including almost 7 in 10 of Sens fans in the city.

The survey also confirms the importance of the project to the Ottawa Senators franchise. Moving the home of the Ottawa Senators to central Ottawa will bring the team closer to more fans – east Ottawa and Orleans residents are the most likely to be Sens fans – and make it easier for hockey fans in Gatineau to experience the game.

It’s clear the residents of Ottawa want the project to succeed, recognize the positive impact it will have on the city, and want the community to rally to get the project completed and bring hockey to the centre of the city, even if it means pushing Mr. Melnyk to act.

ABOUT THE SURVEY

The survey was conducted online with 600 Ottawa residents aged 18 and over from Aug 21st to 25th, 2018. A random sample of panelists was invited to complete the survey from the LegerWeb platform.

The margin of error for a comparable probability-based random sample of the same size is +/- 4%, 19 times out of 20.

The data were weighted according to census data to ensure that the sample matched Ottawa’s population according to age, gender, educational attainment, and region. Totals may not add up to 100 due to rounding.

ABACUS DATA INC.

Abacus Data is an innovative, fast-growing public opinion and marketing research consultancy. We use the latest technology, sound science, and deep experience to generate top-flight research-based advice to our clients. We offer global research capacity with a strong focus on customer service, attention to detail and exceptional value.

Our team combines the experience of our Chairman Bruce Anderson, one of Canada’s leading research executives for two decades, with the energy, creativity and research expertise of CEO David Coletto, PhD.

We all value integrity, hard work, and creativity believing good research insights come from an intense focus on our clients, rigourous methods, and occasionally challenging convention.

Whether it is a public opinion study on a challenging issue or consumer research on product and pricing design, market sizing, our team has the experience and energy to deliver deep insights on-time, on-budget, and with a creative perspective.

Abacus Data Continues to Grow

Abacus Data welcomes Yvonne Langen as the new Business Development Manager. Yvonne comes to us with a breadth of experience in account management, lead generation, relationship management, marketing, and communications. She holds a Bachelor of Journalism from Carleton University and a Master of Arts from the University of Toronto.

Yvonne will be responsible for cultivating relationships with prospective clients and stewarding existing clients.

“Over the past eight years, Abacus Data has grown from a small, two-person shop into one of Canada’s most innovative market research firms,” said David Coletto, CEO of Abacus Data. “With Yvonne as part of the team, we will now be able to grow even more by leveraging the interest that our work generates.”

The addition of Ms. Langen follows the promotion of Ihor Korbabicz to the role of Executive Director. Ihor will lead the day-to-day organization and coordination of research efforts at Abacus Data.

Maciej Czop has also been promoted to the role of Senior Consultant. Over the past two years, Maciej has taken on increasing responsibility in managing accounts and driving new business to our firm.

“Public affairs research has changed significantly over the past several years. Canadians are less interested in political horse-race polls and increasingly want to know what’s behind the numbers,” concluded Tim Powers, Managing Director of Abacus Data. “At Abacus, our focus is on providing real insight and on making practical recommendations that our clients can use.”

About Abacus Data

Abacus Data is an innovative, fast-growing public opinion and marketing research consultancy. We use the latest technology, sound science, and deep experience to generate top-flight research-based advice to our clients. We offer global research capacity with a strong focus on customer service, attention to detail and exceptional value.

Our team combines the experience of our Chairman Bruce Anderson, one of Canada’s leading research executives for two decades, with the energy, creativity and research expertise of CEO David Coletto, PhD.

We all value integrity, hard work, and creativity believing good research insights come from an intense focus on our clients, rigourous methods, and occasionally challenging convention.

Whether it is a public opinion study on a challenging issue or consumer research on product and pricing design, market sizing, our team has the experience and energy to deliver deep insights on-time, on-budget, and with a creative perspective.

We work with some of Canada’s leading corporations, brands, and associations including:

Shaw Communications, the Federation of Canadian Municipalities, the Canadian Bankers Association, the Air Canada Pilots Association, the Mining Association of Canada, the Co-operators Group, the Insurance Bureau of Canada, the Canadian Life and Health Insurance Association, the Dairy Farmers of Canada, Royal Canin, the Canadian Pharmacists Association, and the Forest Products Association of Canada.

Canadian Perspectives on Pharmacare

AFFORDABILITY OF MEDICINE AND GROUP/PRIVATE INSURANCE PLANS

Today, 77% say that the medicines they need are affordable or “affordable enough” while 23% say they are unaffordable.  Those who do not have private or group health insurance coverage are about three times more likely to say the medicines they need are unaffordable.

In our survey, 70% have some form of private or group health insurance that provides coverage over and above the health services provided to all Canadians.

Among this group, 85% have a co-pay requirement when they are filling a prescription, all or some of the time. Those who have a co-pay requirement are almost unanimously of the view that the co-pay amount is affordable or affordable enough.

The large majority of those with private/group health insurance are satisfied with the role their plan plays in making medicine affordable and in terms of the range of medicines covered.

SUPPORT FOR FEDERAL TASK FORCE

Most Canadians (55%) believe that the work of the Task Force appointed to find ways to “ensure that everyone in Canada can afford the medicines they need” should be a high priority, and 10 people support the idea of the Task Force for every 1 who is opposed.

When considering the outcomes from the work of the Task Force and any government initiatives to flow from it, Canadians are broadly hoping that costs for taxpayers will be contained, that no one will be required to switch from their insurance plan to a government plan, that nothing should be done to put group benefits at risk of cancellation by employers.  Seventy-five percent believe it is quite or very important that “government shouldn’t spend on those who already have prescription drug coverage.”

CONCLUSIONS

A broad majority of Canadians support the government’s decision to examine ways to help make medicines affordable for all Canadians.  The majority of those who currently have private or group health insurance say that they find medicine affordable enough today – which explains why they would expect government to focus on those who lack such coverage.

At this juncture, those with health benefits insurance do not appear to be looking for government to provide them with more support and hope that government will not do anything to put their benefits at risk, or cost more in tax dollars than needed.

METHODOLOGY

On behalf of the Canadian Life and Health Insurance Association, Abacus Data conducted a nationwide online public opinion study among 2000 adult Canadians from July 18 to 22, 2018.

A random sample of panelists was invited to complete the survey from randomly selected Canadian adults who are members of the Maru Voice Canada online panel.

The margin of error for a comparable probability-based random sample of the same size is +/- 2.2%, 19 times out of 20.  The data were weighted according to census data to ensure that the sample matched Canada’s population according to age, gender, educational attainment, and region. Totals may not add up to 100 due to rounding.

Is there any middle ground in the pipeline and carbon price debate?

Two of the more contentious issues in Canadian politics, issues that may play an important role in the next federal election, are the Trans Mountain Pipeline and the idea of putting a price on carbon pollution. We recently polled Canadians to see how opinion is shaping up on these issues now.

While the future of the Trans Mountain project faces a new element of uncertainty given the Federal court decision (August 30), political parties may find it useful to bear in mind where public opinion is on the question.  

With that in mind, here’s what we found:

The TMX pipeline has not turned out, to this point anyway, to be galvanizing opinion to the extent that might have been expected. Across Canada 34% favour the project, 20% oppose it, but more people (46%) said they had no strong views.

In BC, we find 33% support, 28% oppose, and again, a plurality indicating no strong views.  Albertans, are more preoccupied with the issue, and two out of three Albertans support the project.  If you remove the two provinces most directly affected, the picture for the rest of the country is 29% for, 20% against and 51% with no strong views.

Even within the context of partisan politics, the TMX pipe has not become overly heated.  The Conservative have put considerable focus on their support for the pipeline. Meanwhile a fairly slim majority 53% of Conservative voters support the project and a third have no strong views.

New Democrats have been vocal and persistent in their opposition to the project.  But among NDP voters, only 33% oppose the TMX pipeline.  Among Liberals, 34% support, 18% oppose, and the rest have no strong views.

These numbers call into question any analysis which suggests that the pipeline has become a galvanizing political question on a broader level, although undoubtedly there may be some ridings where opinions are more heated and divided.  These numbers also suggest that the decision by the federal government to buy the pipeline has also not had a major impact on public opinion, one way or the other.

Turning to the federal carbon tax, opinion is more formed, by 15 points.  Today, 34% support the idea, 35% oppose and 31% have no strong views.  Quebecers are the most supportive (43%) while Alberta is at the opposite end of that spectrum with 49% opposition.

Across party lines, most Conservative voters (63%) oppose a carbon tax while 16% favour it and 22% don’t have strong views. Among Liberal and NDP voters, a plurality support carbon pricing while about one in five are opposed to it.

Taken together these numbers suggest enthusiasm for a carbon tax is limited – people rarely enthuse about a new tax.  At the same time opposition to the idea is also perhaps less widespread than might be imagined, given the strenuous opposition mounted by critics of the idea.

Vigorous opposition to the carbon price often comes from those who are most adamantly in favour of the pipeline.  The reverse is true as well: that some stakeholders are passionately in favour of a pricing carbon pollution and stopping new pipelines.

We decided to see how many Canadians hold those binary views (price carbon/no pipe vs build pipe/no price on carbon.)

Just 18% of Canadians are pro-pipeline and anti-carbon price.  Just 11% are pro carbon price and anti-pipeline.  The remaining 71% are less entrenched.

The chart below highlights the positions of the Conservative and New Democratic parties, to underscore the finding that compared to these partisan arguments, most Canadians reveal a mixture of nuance, balance, and in some cases, indifference to these choices. As an example, 25% of Canadians have a position on carbon pricing and yet don’t care much about the pipeline.

We tested the appeal of three alternatives: i) carbon priced and no pipeline ii) pipeline and no carbon price, and iii) the federal approach of more pipeline capacity and a carbon price. Just 22% chose the anti-oil option, 32% the pro-oil option, while 46% supported the middle ground.

The transition approach was supported by 52% of Liberal voters, 50% of NDP voters, and 32% of Conservative voters, and preferred by a plurality in BC (46%) Alberta (46%) and Ontario (48%).

 UPSHOT

 According to Bruce Anderson:

“These results reveal several things. The level of public engagement on carbon pricing and the TMX pipeline is higher than on some other issues, but a lot of people who do not have strong or dogmatic views on either issue.

Second, some of those who want a pipeline aren’t so pro-oil that they are dead set against a carbon price, and some of those who want a carbon price aren’t dead set against a pipeline. The binary (pro or anti-oil) advocacy of left and right partisans on these issues may resonate with activists and party bases but doesn’t connect as well with mainstream voters.

Finally, the idea of a transition where Canada moves its oil to new markets while embracing policies like pricing carbon that help create a shift towards cleaner energy is the approach that nets the largest number of opinions in Canada, including in regions most directly affected.  Balance and transition may not sound like compelling rhetoric but it does seem to reflect how Canadians feel we should make progress on climate change while protecting jobs and economic well-being.”

According to David Coletto:

“This is another reminder that few Canadians view issues through a black or white/ all or nothing frame. Many have what may seem like contradictory views but are in fact, highly logical to those who hold them.

When it comes to energy and the environment, this data confirms other research we have been doing for years. That most Canadians are pragmatic. They increasingly want governments to do more to tackle climate change. They see logic in pricing carbon. But the same folks also see value in continuing to gain economic benefit from the carbon resources we have, including building infrastructure to move the product to markets that need it.

This data continues to show that the debate over carbon pricing and pipelines is not settled. That most people don’t hold strong views and a public debate can still shift perceptions and attitudes”

Methodology

Our survey was conducted online with 1500 Canadians aged 18 and over from August 15 to 20, 2018. A random sample of panelists was invited to complete the survey for a set of partner panels based on the Lucid exchange platform.

The margin of error for a comparable probability-based random sample of the same size is +/- 2.5%, 19 times out of 20.  The data were weighted according to census data to ensure that the sample matched Canada’s population according to age, gender, educational attainment, and region. Totals may not add up to 100 due to rounding.

Will Max Bernier be a spoiler for the Conservative Party?

It’s too early to know how Max Bernier’s full-blown attack on the Conservative Party of Canada will play out, but in our latest polling, we explored how people react to his arguments about that party and his decision to launch a new party based on some key policies.

Readers should bear in mind that all we can do at this point is measure the potential impact if Mr. Bernier were able to organize a slate of candidates and make his arguments heard – neither of which is a given.

With those caveats, here’s what we find:

Before introducing the subject of Mr. Bernier’s announcement, we measured voting intention and found them almost identical to the wave of research we released on Friday.  The Liberals have a modest lead with 37% of the vote, followed by the Conservatives at 33% and the NDP at 18%.

After describing Mr. Bernier’s criticism of the Conservatives and informing respondents about his intention to form a new party which would reduce immigration, end supply management and avoids retaliatory tariffs against the US, we asked voting intentions again.

In an election with such a Bernier Party on offer, the Liberal lead would widen from 4 to 6 points nationally, but with potentially more significant impacts on a regional basis. Thirteen percent say they would vote for this Bernier Party with half of them coming from the Conservative Party support today.

Bernier could pull votes from all demographic groups but more so among men, and younger voters.  Crucially, here are some impacts on a regional basis:

BC:  Bernier could win 10% support, drawing both from the Liberals who would drop to 27% and the Conservatives who would drop to 20%, leaving the NDP ahead with 30%.

Ontario:  Bernier could win 11%, which would turn what is now a dead heat into a 5-point lead for the Liberals.  The Liberals would hold 36%, the Conservatives 31% the NDP 17%.

Quebec: Bernier could win 15%, with the second largest vote total, heavily impacting the potential for the Conservatives.  The Liberals would be looking at 41% support, followed by Bernier at 15%, the Bloc at 13% and the Conservatives and NDP tied at 11%.

We tested reactions to three of the arguments made by Mr. Bernier as to why he decided to leave the party. We asked respondents whether they agreed with those statements personally.

“The Conservative Party is too intellectually corrupt to be reformed”. 

Across the country, 55% agree with that argument, as do 21% of current Conservative Party voters, and 22% of those who voted Conservative in 2015.  Agreement is 55% in BC, 54% in Ontario and 60% in Quebec.


“The Conservative Party has abandoned conservatives – it does not represent them anymore and has nothing of substance to offer Canadians looking for a political alternative.”

Across the country, 54% agree with that argument, as do 29% of current Conservative Party voters, and 30% of those who voted Conservative in 2015.  Agreement is 55% in BC, 59% in Ontario and 55% in Quebec.

“The whole strategy of the Conservative Party is to play identity politics, pander to various interest groups, and buy votes with promises, just like the Liberals”.

Across the country, 62% agree with that argument, as do 36% of current Conservative Party voters, and 40% of those who voted Conservative in 2015.  Agreement is 59% in BC, 62% in Ontario and a striking 72% in Quebec.

Asked how they would react if Mr. Bernier formed a new political party “that would be opposed to retaliatory tariffs on the United States, eliminate Canada’s dairy and poultry supply management systems and reduce immigration levels, 6% say they would be certain to vote for that party another 10% likely to, and 33% say they might consider doing so.

Certain/likely Bernier voters range from a low of 12% in Atlantic Canada to a high of 20% in Quebec.  Men are almost twice as likely to be in this group, and Bernier’s potential is higher among those under 45 than those above that age.

A total of 18% of current Conservative voters say they are certain or likely to vote for the Bernier Party as described, another 34% say would consider it, 22% say they are unlikely to.  Just 22% say they are certain not to.

UPSHOT

Bearing in mind that we are measuring reaction to an idea on a drawing board, and there is no certainty that Mr. Bernier will be able to build and market a party with these messages coming through clearly, this poll is by nature speculative and should be read as such.

Having said that, the results show that a considerable minority of Conservative voters find Mr. Bernier and his message attractive and confirm that he has the potential to divide and weaken the prospects of the Conservative Party heading into the 2019 election. The most important impacts could be felt in Ontario and Quebec, where 199 of 338 seats are at stake.  Seats the Conservatives might be considering potential gains could have a greater chance of falling into the Liberal column.

Given that 20% and 40% of current conservative voters agree to some extent with the views expressed by Mr. Bernier, Conservative Leader Andrew Scheer can ill afford to ignore this threat.  However, if he puts too much emphasis on trying to assuage these sentiments, he risks alienating mainstream voters who do not find Mr. Bernier’s arguments appealing, and also drawing constant attention to the fact that there are divisions within his Party.  Mr. Bernier may or may not turn out to be a spoiler in 2019, but he undoubtedly spoiled some of the narrative that Conservatives were hoping their Halifax Convention would deliver.

There is, of course, a good possibility that nothing will come of Mr. Bernier’s announcement, in terms of a new party being prepared to compete in the 2019 election in which case the only issue will be whether the criticisms he raised about the Conservative policies and leader remain as factors that will stall or reverse the Party’s recent gains.

Methodology

Our survey was conducted online with 1,000 Canadians aged 18 and over from August 24 to 25, 2018. A random sample of panelists was invited to complete the survey for a set of partner panels based on the Lucid exchange platform.

The margin of error for a comparable probability-based random sample of the same size is
+/- 3.1%, 19 times out of 20.  The data were weighted according to census data to ensure that the sample matched Canada’s population according to age, gender, educational attainment, and region. Totals may not add up to 100 due to rounding.

2019 race may feature many issues: From climate change, debt & housing, to borders and gun violence and, always, Trump.

We are about a year away from the start of the 2019 federal election. Last week, we polled 1,500 Canadian adults on how they are seeing their political choices and the issues that they are most concerned about.

Here are the highlights as we see them:

Our latest polling on the national political mood shows the Liberal Party would win 37% support if a vote were held now, followed by the Conservatives at 33% and the NDP with 18%. This is largely unchanged from last month and mimics the numbers we found in March.

Regionally, we see a significant lead for the Liberals in Quebec, and a dead heat in Ontario, the two provinces that combined will choose 199 of the 338 Members of Parliament next fall.  The Conservatives have a big lead in Alberta, while the Liberals continue to do well in BC and Atlantic Canada.

Some 41% say they think the country is on the right track (42% last month), and 44% approve of the performance of the federal government (the same number as last month).

The government enjoys better approval ratings among those aged under 45.

Today, 43% have a positive opinion of Justin Trudeau and 36% have a negative opinion (unchanged from last month).  For Andrew Scheer, the sentiment is 26% positive and 25% negative, and for Jagmeet Singh results are 22% positive and 26% negative.

We explored the current level of concern about a variety of topical issues and found that Donald Trump, climate change and health care top the list of 9 items we tested, with gun violence and cannabis legalization ranking 9th and 10th.  Housing affordability ranked 4th and the number of border crossings ranked 5th.

For voters under 45, Trump, climate change, and housing affordability are the top three issues while gun violence, border crossing, and cannabis legalization are at the bottom of the list.

For those 45 and over, Donald Trump, the health care system, and housing affordablility are in the top three. Concern about the number of border crossing is higher among these respondents while concern about climate change is somewhat lower.

Among Liberal voters, Trump, climate change and health care top the list, with border crossings, debt, and cannabis at the bottom. Among Conservatives, border crossings and debt are at the top of the list, and climate change is at the bottom.

We also isolated some differences across regions with a focus on those who are extremely concerned about these the issues we tested.

For those living in Canada’s largest cities, gun violence is far more likely to be a concern than those living in other communities. Big city residents are also 5 points more likely to be extremely concerned about housing affordability – although this gap is smaller than some might expect and suggests that housing affordability concerns are not just isolated to Canada’s largest cities.

Big differences also exist between Ontario and Alberta and Alberta and BC, demonstrating the challenge parties will have to appeal to voters in these provinces.

Ontario residents are three times as likely to be extremely concerned about gun violence and twice as likely to be concerned about housing affordability, compared with Albertans.

Despite its shared border, Alberta and BC residents differ in their preoccupations. Housing affordability is a major issue for almost half of BC residents while only 9% of Albertans feel the same. Albertans show comparatively higher concern about government debt and border crossings.

UPSHOT

The race to the 2019 election is starting to take shape and at this point, the Liberals face a highly competitive Conservative Party. Whether Maxime Bernier’s decision to leave the Conservative Party has the potential to undermine the competitiveness of Mr. Scheer’s Tories will be interesting to watch, especially in Quebec, where the Conservative brand had been seeing an uptick in support.

The issue landscape seems unusually crowded and varied heading into the coming election year.  In different provinces, by community size, age, and along party lines, a variety of different issues that have the potential to motivate voter support: at this point, there isn’t a single galvanizing and unifying issue.

Without a doubt, Donald Trump continues to dominate the news for Canadian voters and managing that complex relationship will be an important predictor of confidence in the Liberals. We also note that climate change continues to show a heightened level of public concern, no doubt again this year influenced by news of wildfires that continue to burn in much of BC and Northern Ontario.  Many voters will expect any candidate seeking their vote to offer ideas about combating climate change.

At this point, the border crossing issue is of much higher concern for Conservative voters than others.  Supporters of both other parties, and certainly big city voters under 45, are more likely to be looking for solutions to housing affordability.

METHODOLOGY

Our survey was conducted online with 1,500 Canadians aged 18 and over from August 15 to 20, 2018. A random sample of panelists was invited to complete the survey for a set of partner panels based on the Lucid exchange platform.

The margin of error for a comparable probability-based random sample of the same size is +/- 2.5%, 19 times out of 20.  The data were weighted according to census data to ensure that the sample matched Canada’s population according to age, gender, educational attainment, and region. Totals may not add up to 100 due to rounding.

2 in 3 Toronto residents think Ford Government should postpone council size cut until after the election or scrap plan entirely

Last week we conducted a survey of over 900 adult residents of Toronto for the Broadbent Institute and Progress Toronto to gauge the reaction of how the Ontario government approached its decision to reduce the size of Toronto’s city council from 47 to 25 seats.

Here’s what we found:

FINDING #1

By a 3 to 1 margin, Torontonians think that the provincial government should either consider postponing the change in council size until after the election or scrap the proposal entirely.

When asked what the provincial government should do, 47% believe that the provincial government should consider postponing the change until after the election given the timing and lack of consultation. 32% feel that the government should proceed with the change now while 22% want the entire proposal scraped.

Even one in three of those who voted PC in the recent election think the government should either scrap the proposal entirely or consider postponing it until after the election.

FINDING #2

More people disapprove of the way Premier Ford and the provincial handled its decision to reduce the size of Toronto city council, including one in five of those who voted PC in the last election.

In total, 47% disapprove of the way Premier Ford and his government handled the issue while 40% approve of the approach the government took. Another 12% didn’t care either way. Negative reaction to the decision was more intense than positive reaction given the number of folks who strongly disapproved was almost double the number who strongly approved. Almost one in five PC voters disapproved of the way the issue was handled.

FINDING #3

Most Toronto residents believe that the provincial government and Doug Ford did not consult Toronto residents or city officials who run elections enough before making the decision to reduce the size of city council. Another 50% disapprove the timing of the decision given that the municipal campaign had already started.

Most Toronto residents feel that there wasn’t enough consultation with city election officials nor with Torontonians before the decision to reduce the size of Toronto city council was made. 53% think the provincial government didn’t consult with city election officials enough while 14% feel they did more than enough and another 33% think they consulted enough.

More feel that not enough was done to consult with Toronto residents (57%) while 12% feel more than enough was done and 31% said enough was done to consult with Toronto residents. 33% of PC voters felt that the government did not consult enough with city residents.

Half of Toronto residents disapproved (including 30% who strongly disapproved) with the timing of the decision compared with 37% who did approve. 21% of PC voters disapproved with the timing of the decision.

FINDING #4

58% to 42%: Torontonians think that Toronto city council should decide the number of seats on Toronto city council versus Premier Doug Ford and the provincial government.

When asked who should make the decision about the number of seats on Toronto city council. 58% felt Toronto city council should decide while 42% felt the decision should be left to the Premier and the provincial government. One in five (19%) of PC voters felt that Toronto city council should decide the issue.

THE UPSHOT

David Coletto: “While some people may support reducing the size of city council, our survey finds that a clear majority think the way the Premier and his government approached the issue was inappropriate. Most think he should have consulted more and only 37% approve of the timing of the decision given that the municipal election had already begun.

Doug Ford promised to listen to, and govern for, the people. But in this decision, a clear majority of Toronto residents and a sizeable portion of his own supporters think the way he went about making the decision was wrong. They want him to listen and consult more and most think the timing is inappropriate.

In the end, most, including one in three Tory voters, want the government to either postpone the change until after the upcoming municipal election or scrap the idea entirely.”

Methodology

This survey, commissioned by the Broadbent Institute and Progress Toronto, was conducted online with 907 Torontonians aged 18 and over July 30 to August 1, 2018. A random sample of panelists was invited to complete the survey from randomly selected Canadian adults who are members of Research Now’s online panel.

The Marketing Research and Intelligence Association policy limits statements about margins of sampling error for most online surveys. The margin of error for a comparable probability-based random sample of the same size is +/- 3.3%, 19 times out of 20. The data were weighted according to census data to ensure that the sample matched Toronto’s population according to age, gender, educational attainment, and region of the city. Totals may not add up to 100 due to rounding

The Millennial Market of eSports

The global phenomenon of the eSports industry is only continuing to gain more traction, and you guessed it, it’s powered by millennials.

For those who don’t live behind their computer screens, eSports are digital competitions between players of electronic games. Console (think Xbox and PlayStation) and computer games are the most popular, and players either gather in large playing centres or combat over the internet. There are firms who host competitive teams that trade players just like traditional sports teams. As an example, League of Legends, created by Riot Games, and is the world’s most played and viewed video game, is what is called a Multiplayer Online Battle Arena (MOBA) where players duke it out in an online world until the victory conditions are met. This game attracts both casual amateur players as well as professionally sponsored players. Riot Games hosts world championships for League of Legends, in which they had over 80 million viewers and raked in over 1.2 billion collective hours watched over the course of the 2017 worlds season. League is not the only game to attract large competition, viewers, or money. There are many other games that have a global competitive following such as: Starcraft II, CounterStrike: Global Offensive, Overwatch, Dota 2, and my childhood favourite, Super Smash Bros.

While eSports is dominating in Asia, Europe, and the United States; the professional competition scene is continually growing in Canada and is seen as a legitimate career option by many Canadian millennials. A recent Abacus Data survey found that 1 in 2 Canadian millennials think that professional eSports gaming is a realistic side job and just under that number see it as a fulltime career. Moreover, Canada has and is going to host several prestigious eSports events. In 2016, Toronto hosted the North American Spring Championships for League of Legends (in which all 15,000 tickets were sold out in one day). Vancouver this August will be hosting a Dota II tournament with a prize pool of $13,235,884 (these prize pools will continue to grow). The point being, that eSports are huge and continuing to grow much to the thanks of Canadian millennials. This growth is creating a new industry in Canada and bringing millions of dollars in new revenue where these large events are being hosted.Outside of these large tournaments, gamers are monetizing their passion through screen sharing platforms such as Twitch. Twitch is an online streaming platform that is geared for gamers to upload their content while live gaming and has built a community of viewers in the millions. Twitch reports that 55% of its users are millennials between the ages of 18-34 and their streamers are able to gain subscribers and advertise to gain income. While professional gamers do this on top of their competitive seasons, Twitch is also a platform for amateur gamers to side hustle and gain supplementary income from their hobby.

Now, most discussion surrounding eSports tend to be introspectively targeted at the gaming community itself. Yet, what has been overlooked is the massive market potential that the eSports industry brings to the national table. Millennials are notoriously difficult to reach marketers looking for a way into millennials’ sensory bubble can find one here. The infrastructure surrounding the eSports industry is an untapped market and as more people take interest in gaming and see eSports as a viable career option, corporations should take note of the pent-up possibilities this market possesses. Team or event sponsorships, advertising on platforms, or placing ads in the games themselves are all ways brands can extend their reach and capture more of the millennial market. As fewer millennials view content through traditional means, TV, radio, newsprint and as they become even more segmented online, there is a strong case for marketers to invest time and money into the eSports space.

While the eSports is fuelled by the millennials playing, competing, and buying into the sport; Generation Z is also expected to follow the millennial path of taking part in this industry. The KidsSay Trend Tracker reports that in the United States, 89% of Generation Z (children between the ages of 8-15) own a game console, with many owning more than one. By the time they enter post-secondary school, they will have logged thousands of hours on their gaming console and venerated other eSports legends as modern-day role models. The progression from gaming for fun to gaming for profit will come easily as platforms and markets expand with more innovative prizes such as university scholarships or in-kind prizes like “a lifetime supply of pizza pockets” (an actual prize of a 2011 eSports competition) or other gaming paraphernalia. The Gen Z eSports market will dwarf the eSports scene we see today, and wise marketers will establish their presence now as opposed to arriving late and catching up to earn the trust of a generation that is already hard to reach. eSports has become part of mainstream culture and the only question is, is your organization ready for it?

Liberals and Conservatives neck and neck as the race to 2019 takes shape

With a little over a year to go before the start of the 2019 federal election, we polled 2,000 Canadian adults last week about how they are seeing their political choices.

Here are the highlights as we see them:

THE SITUATION TODAY

Today, 43% say they would prefer to see the Liberals re-elected next year, and 57% would prefer a change in government.  Last July 50% said they would prefer the Liberals to be re-elected.  This shift means the landscape is more competitive today, but worth bearing in mind that the Liberals were elected with just under 40% of the vote in 2015.

Today 52% say they would consider voting Liberal, 51% would consider voting Conservative up and 49% are open to considering the NDP, an unusually close pattern among the three parties.

If a vote was held tomorrow, 36% would vote Liberal, 34% Conservative, and 19% NDP.  We see competitive races in Ontario and BC (Liberals and Conservatives), while the Liberals lead in Atlantic Canada and Quebec and the Conservatives have a lead on the Prairies.

Today, 42% say the country is heading in the right direction, 44% approve of the job being done by the federal government 43% have a positive impression of Prime Minister Trudeau.

Positive impressions of Conservative leader Andrew Scheer are on the rise but so are his negatives. Impressions of Jagmeet Singh are moving more decidedly negative with his negatives now seven points higher than positives.

THE CHALLENGE FACING THE INCUMBENTS

We explored further among the 57% who say they are inclined to want a change in government in October 2019, and here’s what we found:

When asked if the government could do anything to change their mind, 14% (or 8% of the population overall) said “yes, for sure” while another 33% (19% of the population overall) said “there could be”.  In other words, the number of “hard change” voters is about 30% in total.

Among voters who say they are inclined to vote for a change but could be persuaded to vote to re-elect, 30% voted Liberal in 2015, only 15% would today.  35% voted CPC – 41% would today.  26% voted NDP – 29% would today.

We asked people to tell us which of several potential factors had been contributing to their desire to change the government next year.  Overall, fiscal and tax issues rank high in importance as do immigration and refugees issues and the PM’s trip to India.

However, what is more instructive is to look at separately at the change voters who are leaning toward the NDP and Conservatives.  Among current NDP voters who say they could be persuaded to re-elect the Liberals, the Trans Mountain pipeline is at the top of the list of grievances with the government along with electoral reform and fiscal management.

Among those who say they will vote Conservative but could be persuaded to vote to re-elect, debt/deficits, immigration and refugees and the PM’s trip to India rank one-two-three followed by carbon pricing, taxes, and economic policies.  Conservatives are much more likely to be concerned with the PMs vacation in the Caribbean compared to New Democrats.

THE UPSHOT

Bruce Anderson: “For the most part, polling during a government’s mandate reflects how people are reacting to the government – and not so much about its competitors.  As Canada moves closer to the 2019 election, people will start to evaluate not only the incumbents but the alternatives.

Today’s numbers show ample opportunity for the Conservatives to have a successful election next year, but also show that more people are satisfied than dissatisfied with the direction of the country, the performance of the government and the Prime Minister.  Regional combats in Ontario and BC are shaping up to be where the fight will be won or lost – with plenty of seats on the line, and lots of votes will be up for grabs. A considerable number of voters who’ve shifted rightward from the Liberals aren’t particularly dug in or angry. And many of those who have drifted left may find themselves faced with a tough conundrum – voting to punish the Liberals for the Trans Mountain pipeline might risk electing a government that would kill environmental measures such as carbon pricing.”

David Coletto: “The Liberals are still well positioned about a year before the next election begins. But some storm clouds are approaching including Conservative gains in Quebec, weaker support among older voters, and rising concerns about immigration and refugees, especially among Conservative-leaning voters who are open to voting Liberal.

The pools of accessible voters for all three parties are closer in size than they have been since the last election and increasing volatility in Ontario and Quebec means predicting what will happen over the next 12 months is increasingly difficult.

We can no longer say that the Liberals are the front-runners. But we are seeing a public opinion environment that is more competitive and one where the issue space is forming around fiscal management, immigration and refugees, and energy and the environment.”

Methodology

 Our survey was conducted online with 2,000 Canadians aged 18 and over from July 18 to 22, 2018. A random sample of panelists was invited to complete the survey from randomly selected Canadian adults who are members of the Maru Voice Canada online panel.

The Marketing Research and Intelligence Association policy limits statements about margins of sampling error for most online surveys.   The margin of error for a comparable probability-based random sample of the same size is +/- 2.2%, 19 times out of 20.  The data were weighted according to census data to ensure that the sample matched Canada’s population according to age, gender, educational attainment, and region. Totals may not add up to 100 due to rounding.