Survey Research Shows Low Involvement with Oscars for Most Americans

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Polaris Marketing Research Inc. announced today findings from their most recent survey of 1,204 online Americans, supported by Research Now for data collection and analysis, and by Jason Solarino of AMC Theatres for question design. While it seems that the airwaves have been filled with Oscar buzz in the last few weeks, most Americans are not interested. Only 38 percent of online respondents answered that they had watched the Oscars on TV.

Oscars 2012
Only 38 percent of online respondents answered that they had watched the Oscars on TV.

Polaris Marketing Research Inc. announced today findings from their most recent survey of 1,204 online Americans, supported by Research Now for data collection and analysis, and by Jason Solarino of AMC Theatres for question design. While it seems that the airwaves have been filled with Oscar buzz in the last few weeks, most Americans are not interested. Only 38 percent of online respondents answered that they had watched the Oscars on TV.

Women respondents were significantly more likely to report watching the Oscars than men, with 42 percent of women reporting they had watched the Oscars on TV while only 34 percent of men watched. Only 4 percent of respondents indicated that they had attended or hosted an Oscar party and another 5 percent indicated that they had participated in an Oscar contest. And only 37 percent of respondents agreed somewhat or strongly that they “enjoy following the Oscar nomination process and the pre-Oscar buzz,” again with women significantly more likely to agree than men (43 percent for women vs. 30 percent for men).

In terms of Oscars influence on moving-watching behavior, 33 percent of respondents agreed somewhat or strongly that they “make it a point to see the movies that get Oscar nominations.” And 41 percent of respondents agree strongly or somewhat that they “make it a point to see the movies that win an Oscar.” Again, women are significantly more likely to agree with these statements than men.

About Polaris Marketing Research
Founded by Jan Carlson, Polaris Marketing Research is a full-service firm that provides state-of-the-art online interactive marketing research reporting, interviewing and data collection, quantitative and qualitative research expertise and personalized project management.

Atlanta-based Polaris Marketing Research is affiliated with the Council of American Survey Research Organizations, the American Marketing Association and the American Society for Quality.

About Research Now
Research Now is the leading global online sampling and online data collection company. With over 6 million panelists in 38 countries worldwide, Research Now enables companies to listen to and interact with real consumers and business decision makers in order to make key business decisions. Research Now offers a full suite of data collection services, including social media sampling, and operates the Valued Opinions™ Panel and e-Rewards® Opinion Panels. The company has a multilingual staff located in 24 offices around the globe and has been recognized for four consecutive years as the industry leader in client satisfaction. Visit http://www.researchnow.com to learn more.

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