To gain a better understanding of the NHL lock-out situation, NRG Research Group (NRG) contacted 1001 members of the general population in the 7 Canadian cities with an NHL franchise. The objective of the study was to gather opinions regarding the newly-announced player lockout for the upcoming 2012-2013 NHL season. Here's a summary of responses to 5 questions including: "When thinking about the NHL lock-out, who are you MOST angry with?"

1. NHL Hockey Lockout 2012-13
September 17, 2012
Prepared by:
NRG Research Group
Andrew Enns, President
204-989-8986
Suite 1380-1100 Melville Street Suite 403-1155 Robson Street
Vancouver, BC V6E 4A6 Vancouver, BC V6E 1B5

2. Methodology
• In an effort to gain a better understanding of the NHL lock-out situation, NRG Research Group (NRG) contacted 1001
members of the general population in the 7 Canadian cities with an NHL franchise. The objective of the study was to
gather opinions regarding the newly-announced player lockout for the upcoming 2012-2013 NHL season.
• NRG employed a telephone methodology with calling taking place Sunday, September 16th, 2012.
• The interviewing occurred in the following cities: Montreal, Ottawa, Toronto, Winnipeg, Calgary, Edmonton, and
Vancouver. The overall sample was weighted to reflect the proper demographic distribution of individuals residing
within each city.
• The margin of error is +/-3.1% 19 times out of 20 for the overall sample of 1000.
2

3. Sample Characteristics
%
(n=1001)
Gender
Male 48
Female 52
Age
18-34 30
35-54 40
55+ 29
City
Montreal 25
Ottawa 6
Greater Toronto Area (GTA) 35
Winnipeg 5
Edmonton 7
Calgary 7
Greater Vancouver Regional District (GVRD) 15
3

4. Level of Interest in NHL Hockey
Q1: When it comes to NHL hockey, would you say you are…?
100%
90%
80% 69% low to no
interest in NHL
70%
60% 29% high to moderate
interest in NHL
50%
41%
40%
28%
30%
20% 17%
12%
10%
0%
Hardcore enthusiastic fan Interested follower Fair weather fan mainly Not a follower of NHL
N=1001 all season long throughout season during playoffs hockey at all
•Ottawa had the strongest percentage of high to moderate fan interest in the NHL (44%) while 80% of respondents from the GTA had
little to no interest.
•Interest in NHL hockey was notably higher among fans within smaller franchise markets (39%) than larger markets (27%).
•Males between the ages of 35-54 represent the strongest proportion of “hardcore enthusiastic fans” at 20%.
4

5. Owner and Player Agreement
Q2: How important is it to you that the NHL owners and players reach an agreement so the season can proceed? Is it…
9%
36% Extremely important
19%
Very important
Just important
Not too important
Not at all important
20%
16%
N=1001
• 52% of those surveyed believed it was either “not too” or “not at all important” for the two sides to reach an agreement.
•Conversely, 28% of respondents thought that it was either “extremely” or “very important” for the NHL owners and players to work
out a deal. An additional 20% indicated that it was “just important” to find a solution.
•85% of Hardcore fans or Regular season followers said getting an agreement to the lock-out was important.
•Respondents in Calgary and GTA were significantly more likely to note that this issue was “not important” while those from
Montreal, Ottawa and Winnipeg were significantly more likely to indicate that reaching of an agreement was important.
•Males 18-34 and females 55+ were the only age groups that indicated that reaching an agreement was important.
5

6. The Lock-Out Issues
Q3: Do you think that NHL players are Q4: Do you agree or disagree that NHL
generally overpaid, underpaid or paid owners should agree to more revenue
about right? sharing between teams so the teams
with higher revenues will subsidize teams
with lower revenues?
Agree, need more revenue sharing
Disagree, don't need more revenue sharing
31%
Overpaid
Underpaid 21%
N=1001
Paid about right
55%
3% 62%
N=1001
•Regardless of interest in NHL hockey, the majority of those surveyed
•The majority of those surveyed indicated that NHL players were either agreed that there should be increased revenue sharing among NHL
“overpaid” (55%) or “paid about right” (31%). teams.
•Approx. 1 in 10 people surveyed either did not care or were unsure. •Support for revenue sharing was strongest out of Edmonton (70%) and
•Half of hardcore fans felt that NHL players were “paid about right” Montreal (66%) while the weakest support was shown from respondents
while the majority of other fans believed that they were “overpaid”. in Ottawa (51%) and the GVRD (57%).
•Only males 18-34 indicated “paid about right” more often than •A comparison of big and small market franchises shows similar levels of
“overpaid”. support as six out of ten respondents are in favour of such redistribution.
6

7. Angry at Most
Q5: When thinking about the NHL lock-out, who are you MOST angry with? Is it…?
All parties equal 35%
Nobody 26%
Gary Bettman, the NHL Commissioner 13% 22% of respondents are
angry with Gary
Bettman/NHL owners
The team owners 9%
The players 5%
Only 7% blame NHL
players/Donald Fehr
Donald Fehr, head of the NHL Players Association 2%
N=1001
•Among Hardcore fans, there was a tie between “all parties equal” and “Gary Bettman” for who they were most angry with regarding the NHL
lock-out (39% apiece).
• For individuals identified as non-followers of the NHL, 40% believe that it was nobody’s fault while a third indicated that all parties were
equally to blame for the situation.
•Of the 7 cities surveyed, all but the GVRD were likely to distribute anger equally across the groups. In the GVRD, the response of “nobody”
was slightly more common than “all parties equal”.
•Only females 18-34 indicated “nobody” more often than “all parties equal”.
7