The results are in! The 5th Annual Toronto Entertainment Survey


Field Day Inc. polled 1,800 adult residents of Southern Ontario regarding 120 attractions asking them to identify which attractions they attended in 2015 and which attractions are their all-time favourites. The full survey findings are available for download by clicking the link above.


What is the All-Time Favourite attraction in Southern Ontario? The Toronto Blue Jays move up from second to the top spot in the “All-Time Favourites”. Meanwhile, Canada’s Wonderland which topped the list in both 2014 and 2015, dropped to third place overall.

Meanwhile, in its second full year of operation, Ripley’s Aquarium of Canada climbed from 9th place to 2nd place overall. As well, Ripley’s ranked 3rd overall for unique visitors during the 2015 calendar year – outdrawing other year-round museums and family destinations such as the Royal Ontario Museum, the Toronto Zoo, the Art Gallery of Ontario, and Ontario Science Centre.

Top-20 All-Time Favourites

  1. Toronto Blue Jays
  2. Ripley’s Aquarium of Canada
  3. Canada’s Wonderland
  4. Royal Ontario Museum
  5. Toronto Zoo
  6. Air Canada Centre (concerts only)
  7. Toronto Maple Leafs
  8. African Lion Safari
  9. Art Gallery of Ontario
  10. CN Tower
  11. Mirvish Productions
  12. Distillery District
  13. Toronto Raptors
  14. Canadian National Exhibition
  15. Molson Canadian Amphitheatre
  16. Stratford Shakespeare Festival
  17. TIFF (Toronto International Film Festival)
  18. Ontario Science Centre
  19. Rogers Centre (concerts only)
  20. Massey Hall

Declining Attendance

Field Day’s survey found that attendance is declining for many of Toronto’s museums and theatres. Unique visitors for many attractions dropped slightly in calendar year 2015 vs 2014. Attendance for the Blue Jays, Canadian National Exhibition and Distillery District rose slightly over the previous year.

Geography Matters

The survey found that most of Toronto’s smaller theatre and performing arts organizations and performing arts venues attract few attendees from 905 or beyond. However, family activities, football and other sports draw heavily from the Greater Toronto Area surrounding the City of Toronto.

Source of Info

Participants were also asked for their sources of information for entertainment and attractions. Across all age groups, Facebook and “word of mouth” were the most popular resources. Despite some research claims that Facebook is being abandoned by younger users in favour of platforms like Instagram and Snapchat, it still had the greatest appeal for respondents aged 18-24. Traditional media (newspapers, TV and radio) fared best with the oldest age categories.

  1. Facebook 52.10%
  2. Word of mouth 52.09%
  3. Online advertising 40.14%
  4. Online articles 39.44%
  5. Email from the attraction 36.81%
  6. TV advertising 32.62%
  7. Newspaper advertising 31.24%
  8. Radio advertising 29.76%
  9. Newspaper articles 19.83%
  10. Twitter 17.50%
  11. Online blogs or vlogs 15.53%
  12. Brochure/flyer received in the mail 13.48%
  13. Instagram 12.31%
  14. Other social media 8.78%
  15. Brochure/flyer from display rack 7.20%

About the Survey

The survey was conducted online and examined seven categories of live entertainment: theatre and performing arts; galleries and museums; festivals, fairs and events; destinations; sports; and concert or arts venues. Survey invitations were distributed via email to Field Day’s database of 4,500 Southern Ontario residents. Field Day gathered over 1,800 responses from adults living in Southern Ontario. Respondents provided basic demographic information including the first digits of their postal code, age, household income, education and gender. The demographic data was used to weight responses to accurately reflect StatsCan demographics. The survey has a margin of error of +/– 4 per cent with a confidence level of 95 per cent.

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