Friday, December 30, 2005

Test your global cultural awareness

OK, a question for all those who think themselves well up on popular culture around the world.
Which Canadian sporting event made it into the top three for global television audience this year, trailing only the Superbowl and the UEFA Champions Leage football final?
The answer is the Montreal Grand Prix, one of two North American stops on the F1 circuit. About 53 million people tuned into the race, according to Iniative, a media tracking company that follows such things.
I watch F1, although I'm not sure why. Most races involve four minutes of excitement among 90 minutes of routine, and they are often on at weird times. But the sheer scale of the whole thing and the vast technological effort put into such a limited end are compelling.
But what struck me about the item is how few Canadians would guess at the global reach of the Montreal event, and the potential promotional value.


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