According to a Harris/Decima survey commissioned by Nintendo of Canada, more people in Calgary, Toronto and Halifax can identify a photo of Nintendo’s iconic video game character, Mario, than can identify a photo of Prime Minister Stephen Harper. Even in Calgary, which includes Harper’s home riding of Calgary Southwest, Mario was more recognizable (47 percent vs. 41 percent). More women across Canada were also able to identify Mario than the country’s top politician (66 per cent vs. 63 percent) and nationwide, the animated plumber is just as well-known as the prime minister. Both were recognized by 70 percent of respondents in five major centres when asked to identify photographs by name.
Mario, who launches his newest title Super Mario Galaxy for Nintendo’s Wii, also outshone opposition leader Stephane Dion. Less than half of Canadians surveyed – 48 percent – were able to identify Dion’s photo, which included a Canadian flag in the background. In fact, in Montreal, which includes Dion’s home riding of Saint-Laurent—Cartierville, more people recognized Mario than the Liberal party leader (78 percent vs. 71 percent).
“Canadian politicians are lucky Mario doesn’t have his Canadian citizenship and could campaign for office,” said Ron Bertram, general manager of Nintendo of Canada. “It’s no surprise that Mario is more recognized than high-profile politicians: he’s entertained generations of Canadians and inspires only happy thoughts.”
“Super Mario Galaxy for Wii will further boost Mario’s stature in Canada” said Bertram. “Moms and dads will have some great Mario fun alongside their kids.”
Super Mario Galaxy, available across Canada with gameplay in English and French, is the latest innovative title in the popular franchise, using unique motion-based controls in a gravity-defying adventure. Super Mario Galaxy brings Mario to the Wii generation – young or old, gamer or not. And with the game's innovative "co-star mode," even the most inexperienced players can join in the action.
About the survey
Harris/Decima conducted the survey research between October 11 and October 16 via mall intercepts with randomly selected Canadians in Vancouver, Calgary, Toronto GTA, Montreal and Halifax. The sample margin of error is +/- 5.5%, 19 times out of 20. Surveys were conducted in both English and French. Results are weighted to reflect Statistics Canada regional populations.
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