National CBC Poll

COMPAS polled 1,250 Canadians to gauge the public perception of the CBC. Major findings include:

• Most Canadians believe the CBC is doing a good job fulfilling its mandate
• Canadians place a high level of trust in the CBC to preserve Canadian culture
• Canadians place high personal value on the CBC
• Canadians believe CBC funding should be maintained or increased; the federal Liberals are not justified in cutting funding to the CBC
• Canadians believe regional programming should be preserved

COMPAS Inc. was commissioned by the Friends of Canadian Broadcasting to design and execute an independent public opinion survey on Canadians' attitudes toward broadcast issues.

COMPAS completed a total of 1,205 telephone interviews among a proportionately representative, random sample of Canadians, 18 years of age and older, between August 26 and September 4, 1995. A sample of this size produces results which can be considered accurate for the adult population of Canada as a whole to within +/-2.9 percentage points, 19 times in 20 (most conservative estimate). Confidence limits associated with the regional and demographic subgroup results vary according to the number of interviews in each subgroup.

COMPAS Inc. is a non-partisan, Canadian-based public opinion/market survey research firm with offices in Ottawa, Toronto, and Montreal. Principal research investigator for this project is Mr. Chris Martyn, Senior Partner, COMPAS/Toronto.

CBC Results Highlights

Among the subjects dealt with in the survey was a detailed examination of Canadians' attitudes toward the CBC.
On a general level, Canadians are decidedly favourable in their assessments of the CBC's performance in meeting its mandate

As you may know, as the national public broadcaster, the mandate of the CBC is to provide radio and television services incorporating a wide range of programming that informs, enlightens, and entertains. Overall, how would you rate the performance of the CBC in fulfilling this mandate to-date - ... excellent ... very good ... good ... only fair ... poor ... very poor?

____________________%

Very poor/poor ............ 5

Only fair ..................... 14

Good .......................... 44

Very good/excellent .... 34

No opinion ................... 3

Furthermore, Canadians ascribe a high level of trust in the CBC to protect Canadian identity and culture, and importance in contributing to national identity.

I am going to read you the names of several groups. Please tell me how much confidence or trust you personally have in each group to protect Canadian culture and identity on television. You can do this by giving me a rating on a scale of 1 meaning you have no trust or confidence at all to 7 meaning you have a very high level of trust or confidence.

______________________Average Rating_____% high level
________________________ (rate 5-7) ________ confidence

The CBC - - - - - - - - - - - - - - - 5.1 - - - - - - - - - - - - - - 70

Private networks
like CTV/Global - - - - - - - - - - - 4.6 - - - - - - - - - - - - - - 56

The CRTC - - - - - - - - - - - - - - 4.3 - - - - - - - - - - - - - - 48

Specialty channels
like Much Music/TSN - - - - - - - - 4.2 - - - - - - - - - - - - - - 45

Consumer groups - - - - - - - - - 4.2 - - - - - - - - - - - - - - 44

Telephone companies - - - - - - - 3.8 - - - - - - - - - - - - - - 35

The federal government - - - - - 3.6 - - - - - - - - - - - - - - 34

Your provincial government - - - 3.5 - - - - - - - - - - - - - - 31

Cable television companies - - - 3.5 - - - - - - - - - - - - - - 29

Satellite television companies - - 3.1 - - - - - - - - - - - - - - 18

Please tell me how important you think each of the following is for maintaining and building Canadian identity and culture. You can do this by giving me a rating on a scale of 1 meaning not at all important to 7 meaning extremely important.

____________________ Average Rating _______ % Important
_______________________ (rate 5-7)

The healthcare system ........... 5.8 ........................ 83

Symbols like the flag .............. 5.8 ........................ 81

The CBC ............................... 5.1 ........................ 72

A national television
broadcasting system .............. 5.1 ........................ 69

A national radio
broadcasting system .............. 5.1 ........................ 69

The social services offered to
less fortunate Canadians ......... 5.0 ........................ 64

The national
transportation system .............. 4.8 ........................ 61

Between CBC radio and CBC television, which one do you think makes the biggest contribution to Canadian culture and identity?

__________________________ %

Radio .................................... 26

TV ........................................ 64

Both equally (Volunteered) ...... 6

Neither (Volunteered) .............. 1

No opinion .............................. 4

Among CBC's viewing and listening audience, perceptions of value are high. 90% of television viewers report watching a CBC channel, including Newsworld, in an average week.

Among CBC TV viewers ...

Compared to other channels you watch on TV, how would you rate the overall value that you feel you get from what you watch on CBC. Please give me a rating on a scale of 1 meaning very low personal value to 7 meaning very high personal value.

Average = 5.0

% high (rate 5-7) = 71 %

48% of radio listeners report listening to CBC radio, including CBC stereo, in an average week.

Among CBC radio listeners ...

Compared to other stations you listen to on radio, how would you rate the overall value that you feel you get from what you listen to on CBC radio. Please give me a rating on a scale of 1 meaning very low personal value to 7 meaning very high personal value.

Average = 5.3

% high (rate 5-7) = 75

Based on their attitudes and experiences with the CBC, Canadians as a whole do not favour any government cuts to the Corporation's budget Government funding for the CBC has declined substantially over the last 10 years. Some people believe that further cuts will jeopardize CBC's ability to meet its mandate and fulfil public expectations and needs. Other people do not. Based on this, would you personally prefer that the federal government maintain CBC's funding at current levels or proceed to cut more from the CBC's budget?

____________________%

Maintain at current ...... 74

Cut more ................... 22

No opinion ................... 4

Assume for a moment that your federal Member of Parliament asked for your advice on an upcoming vote in the House of Commons on what to do about CBC funding. Which of the following three options would you advise him/her to vote for ... ?

___________________________________________%

Decrease funding for the CBC from current levels .. 16

Preserve funding for the CBC at current levels ....... 63

Increase funding for the CBC from current levels ... 19

No opinion ............................................................ 3

As you may recall, during the last federal election campaign, the Liberals promised in their Red Book that they would provide stable long-term funding for the CBC. Since the election, the federal Liberal government has in fact cut more funds from the CBC's budget. Given what they promised in the campaign, do you think that the federal Liberal government was justified in making these cuts?

______________%

No ................. 50

Yes ................ 36

No opinion ...... 14

As you know, there will be a referendum in Quebec in the Fall of this year. There will be several arguments made by all sides as the debate evolves. The following provides two points of view that you might hear. Please tell me which one best reflects your own opinion ...

__________________________________________________________%

The best way to preserve an independent and united Canada
is to cut the deficit by reducing funds to the CBC ............................ 22

The best way to preserve an independent and united Canada
is to preserve funding for the CBC ................................................. 64

No opinion ................................................................................... 14

There is also strong opposition to making regional cuts to the CBC's operations.

If cuts were to be made to the CBC, would you strongly favour, somewhat favour, somewhat oppose, or strongly oppose cuts being made to the creation/dissemination of programs locally and regionally across the county resulting in centralizing operations out of larger urban centres such as Montreal, Toronto and Vancouver?

______________________%

Strong oppose ............... 34

Somewhat oppose .......... 35

Somewhat favour ........... 19

Strong favour ................. 7

No opinion ...................... 5

Canadians do not believe that the federal government is committed to rebuilding and preserving the CBC, though they personally think that it should be. Is it your sense that the federal Liberal government is more committed to preserving and rebuilding the CBC or budget cutting and downsizing the CBC? And, if you could make the decision, do you think that the federal Liberal government should be more committed to preserving and rebuilding the CBC or budget cutting and downsizing the CBC? The new head of the CBC is Perrin Beatty, a former Minister in the Mulroney government. Do you think that Mr. Beatty is more committed to preserving and rebuilding the CBC or budget cutting and downsizing the CBC?

___Gov't is committed to (%) ____ Beatty is committed to (%) ____ Gov't should be committed to (%)

Preserving/
rebuilding ........... 18 .............................. 18 ........................................... 71

Cutting/
downsizing ......... 59 .............................. 34 ............................................ 22

No opinion .......... 23 .............................. 48 ............................................. 6

Some relative differences in opinion do exist across political groups and regions. However, the overall direction of opinions is, for the most part, consistent .

*Current federal vote __________________________________ Region

% rate CBC good to excellent in meeting its mandate Lib .. PC .. NDP .. Ref .. BQ ___ BC .. Alta .. Sk/Man .. Ont .. Que .. Atl
81 .... 81 .... 87 .... 53 .... 92 __ 72 .... 67 .... 75 .... 78 .... 84 .... 85

Rating confidence/trust in CBC to protect culture Lib .. PC .. NDP .. Ref .. BQ ___ BC .. Alta .. Sk/Man .. Ont .. Que .. Atl
5.3 ... 5.3 ... 5.2 ... 4.3 ... 4.9 ___ 4.9 ... 4.7 ... 5.1 ... 5.1 ... 5.2 ... 5.3

Rating CBC important in culture/identity Lib .. PC .. NDP .. Ref .. BQ ___ BC .. Alta .. Sk/Man .. Ont .. Que .. Atl
5.3 ... 5.3 ... 5.4 ... 4.1 ... 5.1 ___ 5.0 ... 4.4 ... 5.2 ... 5.2 ... 5.2 ... 5.5

% believe government should be committed to preserving/rebuilding the CBC
Lib .. PC .. NDP .. Ref .. BQ ___ BC .. Alta .. Sk/Man .. Ont .. Que .. Atl
74 .... 75 .... 82 .... 45 .... 77 ___ 68 .... 60 .... 71 .... 69 .... 76 .... 86

% recommend to MP to preserve/increase CBC's budget Lib .. PC .. NDP .. Ref .. BQ ___ BC .. Alta .. Sk/Man .. Ont .. Que .. Atl
75 .... 83 .... 96 ... 55 .... 88 ___ 74 .... 72 .... 79 .... 83 .... 83 .... 92

% say Liberals not justified in cutting after Red Book promises Lib .. PC .. NDP .. Ref .. BQ ___ BC .. Alta .. Sk/Man .. Ont .. Que .. Atl
41 .... 58 .... 71 .... 37 .... 68 ___ 45 .... 48 .... 42 .... 51 .... 52 .... 56

% somewhat/strongly oppose regional cuts to CBC operations Lib .. PC .. NDP .. Ref .. BQ ___ BC .. Alta .. Sk/Man .. Ont .. Que .. Atl
67 .... 67 .... 76 .... 57 .... 79 ___ 69 .... 63 .... 70 .... 65 .... 75 .... 73

* Current federal vote results: "If a federal election were being held today, which federal party candidate would you vote for or lean towards as of today?," 50% Liberal, 14% Reform, 14% PC, 12% BQ, and 9% NDP. These percentages represent decided vote having been recalculated after omitting the "undecideds" (25%).

COMPAS Inc.

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Web site: www.compas.ca