Survey Research Shows Low Involvement with Oscars for Most Americans

Share Article

Polaris Marketing Research Inc. announced today additional findings from their most recent survey of 1,204 online Americans, supported by Research Now for data collection and analysis, and it comes as no surprise that people who watch more movies are more likely to watch Oscar-nominated movies. Among those respondents watching three or more movies in the past three months, 88 percent have seen three or more Oscar nominated films. At the other end of the spectrum, among respondents who have not seen a movie at all in the past three months 50 percent have not see any Oscar-nominated films.

2012 Oscar survey results
In general, respondents who did not watch movies in the past three months were significantly more likely to not watch the Oscars presentation.

Polaris Marketing Research Inc. announced today additional findings from their most recent survey of 1,204 online Americans, supported by Research Now for data collection and analysis, and it comes as no surprise that people who watch more movies are more likely to watch Oscar-nominated movies. Among those respondents watching three or more movies in the past three months, 88 percent have seen three or more Oscar nominated films. At the other end of the spectrum, among respondents who have not seen a movie at all in the past three months 50 percent have not see any Oscar-nominated films.

While only 38 percent of online respondents watched the Oscars on TV, respondents interested in the televised Oscar presentation were also significantly more likely to see three or more Oscar-nominated movies. Seventy-four percent of respondents who watched the Oscars on television have seen three or more of the Oscar nominees while only 26 percent of respondents who did not watch the Oscars presentation have seen three or more of the Oscar-nominated movies.

In general, respondents who did not watch movies in the past three months were significantly more likely to not watch the Oscars presentation. Among those who watched zero movies in the last three months, 72 percent did not watch the Oscars and only 28 percent did watch the presentation. Among those respondents who have seen three or more movies in the last three months, there was no difference in whether respondents watched the Oscars (53 percent) and those who did not (47 percent).

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.

Share article on social media or email:

View article via:

Pdf Print

Contact Author

Danica Kwon
Visit website

Media

2012 Oscars Survey Results